U.S. Sex Toys Market Size, Share & Trends Analysis Report By Products (Vibrators, Dildos, Penis Rings, Anal Toys, Masturbation Sleeves, Bondage, Sex Dolls), By Distribution Channel, By Region- Industry Analysis, Share, Growth, Regional Outlook and Forecasts, 2023-2032

The U.S. sex toys market size was estimated at USD 9.6 billion in 2022 and is expected to surpass around USD 20.9 billion by 2032 and poised to grow at a compound annual growth rate (CAGR) of 8.09% during the forecast period 2023 to 2032.

U.S. sex toys market size

Key Pointers:

  • Based on product, the vibrators segment held the largest revenue share in 2022 owing to the availability of vibrators at online stores. As per the State of Sex Toys 2022 study published by Bedbible.com, vibrators are the most popular among U.S.-based adults, with around 47.9% of sex toy owners preferring vibrators as a preferred product
  • Based on distribution channel, the e-commerce segment held the largest revenue share in 2022. This is attributed to the rising internet usage and availability of diverse product portfolios on e-commerce platforms. Anonymity in product delivery is a significant benefit for customers choosing online purchases over brick-and-mortar stores, particularly when it comes to adult products
  • The West region held the largest revenue share, based on region, in 2022, owing to the increasing spending on sex toys in the region, especially in the states like California and Nevada
  • The frequency of usage of sex toys among U.S. adults aged 18-54 has increased. As per the TENGA Self Pleasure report of 2021 and 2019, around 54% of U.S. adults have used sex toys, increasing from 54% in 2019
  • The U.S. sex toys industry is highly competitive with the presence of many domestic and international players in the market. Key companies are launching innovative products and are engaged in expansion strategies, such as acquisitions, partnerships & collaborations, accreditations, & donations. For instance, in December 2022, TENGA Co. Ltd. launched Dual Sensation Cup Extremes and Gentle & Strong Air Flow Cups, expanding its portfolio.

U.S. Sex Toys Market Report Scope

Report Coverage

Details

Market Size in 2023

USD 10.38 Billion

Market Size by 2032

USD 20.9 Billion

Growth Rate from 2023 to 2032

CAGR of 8.09%

Base year

2022

Forecast period

2023 to 2032

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, Distribution channel, Region

Key companies profiled

Reckitt Benckiser Group plc; Church & Dwight Co., Inc.; Lovehoney Group Ltd.; LifeStyles Healthcare Pte Ltd.; LELO; Doc Johnson Enterprises; Unbound; Tenga Co., Ltd.; Fun Factory; BMS Factory; PHE, Inc. (Adam & Eve); California Exotic Novelties; Pipedream Products; Dame Products, Inc; ILF, LLC

 

Increasing use of sex toy products and rising awareness regarding sexual health among adolescents & young adults are some of the key factors expected to drive the growth. The demand has significantly increased over the years among customers from different age groups, sexual orientations, races & nationalities, and financial backgrounds. People have become more expressive and vocal about their sexual needs. Thus, the sale of sex toys significantly increasing, and the market is expected to witness lucrative growth during the forecast period.

The growth can be attributed to the reduction in stigma associated with sexual activities in the U.S. owing to rising awareness due to sex-positive movements that aided to break stereotypes related to age, gender, and social construct of the population.

Companies operating in this market are launching various campaigns to raise awareness and break the stigma around sex toys by changing consumer perception. For instance, in August 2021, LoveHoney Group launched a TV advertisement to show lingerie and sex toys under the Love How You Love campaign.

Moreover, the growing popularity of e-commerce to buy adult products is expected to boost market growth in the U.S. The availability of different adult products on online platforms have created an increased demand for these products as customers can differentiate between brands and choose the products that fit their need and desire. This has created huge competition among companies, as they are offering quality products that meet industry standards.

The COVID-19 pandemic boosted the online sales of sexual wellness products due to travel restrictions and fear of contracting the virus. Owing to the increased demand for products online, major supermarket chains are also adding these products to their online stores. For instance, in July 2022, Weinerschleiden lubricants by Fetish Mafia launched in 2018.

The West region dominated with the largest market share in 2022 and is expected to grow at the fastest CAGR during the forecast period. This can be attributed to the growing popularity of adult toys in these states owing to the decreasing social stigma around these products and growing access to these products via online retail stores as well as supermarket chains. As per the survey of 2,300 people conducted by BespokeSurgical, around 62.9% of respondents purchase fetish gear in California, and around 55.9% of respondents purchase fetish gear in Nevada.

The Northeast region is expected to witness lucrative growth during the forecast period owing to the growing demand for these products post-pandemic. Vermont, New Hampshire, and Maine ranked fifth, sixth, and seventh, respectively, for sex toy sales per capita in 2017, according to a 2017 infographic created by the adult products manufacturer Adam & Eve. Furthermore, according to Lovehoney, the number of sex toys and accessories purchased in Elizabeth, New Jersey during the lockdown increased by 500%.

The Midwest region held a significant market share in 2022. The growing preference for adult products among women in the region is expected to drive the growth of the market in the region. For instance, as per research conducted by Sex Shops Near Me using online shopping data from Google, dildos are the most popular sex toys in Illinois, whereas bondage gear is being sold in larger numbers across Northern Wisconsin

U.S. Sex Toys Market Segmentation And Regional

By Product By Distribution Channel By Regional
  • Vibrators
  • Dildos
  • Penis Rings
  • Anal Toys
  • Masturbation Sleeves
  • Bondage
  • Sex Dolls
  • Others

 
  • E-commerce
  • Mass Merchandisers
  • Specialty Stores
  • West
  • Northeast
  • Southeast
  • Midwest
  • Southwest 

Frequently Asked Questions

The U.S. sex toys market size was estimated at USD 9.6 billion in 2022 and is expected to surpass around USD 20.9 billion by 2032

The U.S. sex toys market is expected to grow at a compound annual growth rate of 8.09% from 2023 to 2032

b.Some key players operating in the U.S. sex toys market include Reckitt Benckiser Group plc , Church & Dwight Co., Inc., Lovehoney Group Ltd., LifeStyles Healthcare Pte Ltd., LELO, Doc Johnson Enterprises, Unbound, Tenga Co., Ltd., Fun Factory, BMS Factory, PHE, Inc. (Adam & Eve), California Exotic Novelties, Pipedream Products, Dame Products, Inc, ILF, LLC

Key factors that are driving the U.S. sex toys market include increasing demand from customers of different age groups, sexual orientations, races & nationalities, and financial backgrounds and rising awareness regarding sexual wellness.

Chapter 1 Report Scope
                   1.1 Market Segmentation
                   1.2 Estimates and Forecast Timeline
Chapter 2 Methodology
                   2.1 Research Methodology
                       2.1.1 Information procurement
                       2.1.2 Purchased Database
                       2.1.3 Nova one advisor’s Internal Database
                       2.1.4 Secondary Sources
                       2.1.5 Primary Research
                   2.2 Information or Data Analysis
                       2.2.1 Data Analysis Models
                   2.3 Market Formulation & Validation
                   2.4 Model Details
                       2.4.1 Volume price analysis
                   2.5 List of Secondary Sources
                   2.6 List of Abbreviations
                   2.7 Objectives
                       2.7.1 Objective – 1
                       2.7.2 Objective – 2
                       2.7.3 Objective – 3
Chapter 3 Executive Summary
                   3.1 Competitive Landscape
                   3.2 Market Snapshot
                   3.3 Segment Snapshot
                   3.4 Competitive Landscape Snapshot
Chapter 4 Market Variables, Trends, & Scope
                   4.1 Market Lineage Outlook
                       4.1.1 Parent market outlook
                       4.1.2 Related Market Outlook
                           4.1.2.1 U.S. personal lubricant market
                           4.1.2.2 U.S. condom market
                   4.2 Market Dynamics
                       4.2.1 Market driver analysis
                           4.2.1.1 Growing desire of the geriatric population to have an active sex life
                           4.2.1.2 Changing consumer attitude
                           4.2.1.3 Growing popularity of e-commerce
                       4.2.2 Market restraint analysis
                           4.2.2.1 Adverse effects due to toxic ingredients in products
                           4.2.2.2 Advertising restrictions on sexual wellness products
                   4.3 Business Environment Analysis Tools
                       4.3.1 Porter’s Five Forces Analysis
                           4.3.1.1 Competitive rivalry
                           4.3.1.2 Bargaining power of suppliers
                           4.3.1.3 Bargaining power of buyers
                           4.3.1.4 Threat of new entrants
                           4.3.1.5 Threat of substitutes
                   4.4 Consumer Behavior Analysis
                       4.4.1 Demographic analysis
                       4.4.2 Purchase pattern analysis
                   4.5 Penetration & Growth Prospect Mapping, 2023
Chapter 5 U.S. Sex Toys Market: Product Analysis
                   5.1 U.S. Sex Toys Product Market Share Analysis, 2023 & 2032
                   5.2 U.S. Sex Toys Product Market: Segment Dashboard
                   5.3 Market Size & Forecasts and Trend Analysis, 2020 to 2032 for the Product Segment
                       5.3.1 Vibrators
                           5.3.1.1 Vibrators market, 2020-2032
                       5.3.2 Sex Dolls
                           5.3.2.1 Sex dolls market, 2020-2032
                       5.3.3 Dildos
                           5.3.3.1 Dildos market, 2020-2032
                       5.3.4 Bondage
                           5.3.4.1 Bondage products market, 2020-2032
                       5.3.5 Penis Rings
                           5.3.5.1 penis rings market, 2020-2032
                       5.3.6 Anal Toys
                           5.3.6.1 Anal toys market, 2020-2032
                       5.3.7 Masturbation Sleeves
                           5.3.7.1 Masturbation sleeves market, 2020-2032
                       5.3.8 Others
                           5.3.8.1 Other sex toys market, 2020-2032
                   5.4 List of Major Sex Toy Brands
Chapter 6 U.S. Sex Toys Market: Distribution Channel Analysis
                   6.1 U.S. Sex Toys Distribution Channel Market Share Analysis, 2023 & 2032
                   6.2 U.S. Sex Toys Distribution Channel Market: Segment Dashboard
                   6.3 Market Size & Forecasts and Trend Analysis, 2020 to 2032 for the Distribution Channel Segment
                       6.3.1 E-commerce
                       6.3.2 E-commerce market, 2020–2032
                       6.3.3 Specialty stores
                           6.3.3.1 Specialty stores market, 2020–2032
                       6.3.4 Mass Merchandizers
                           6.3.4.1 Mass merchandisers market, 2020–2032 .
                   6.4 Product Pricing Analysis on Various Distribution Channels
                   6.5 List of Few Players in Each Distribution Channel in the U.S.
                       6.5.1 e-commerce
                       6.5.2 Single-store brick-and-mortars
                       6.5.3 Small chains
                       6.5.4 Large chains
                       6.5.5 Distributors
Chapter 7 U.S. Sex Toys Market: Region Analysis
                   7.1 U.S. Sex Toys Region Market Share Analysis, 2023 & 2032
                   7.2 U.S. Sex Toys Region Market: Segment Dashboard
                   7.3 Market Size & Forecasts and Trend Analysis, 2020 to 2032 for the Region Segment
                       7.3.1 West
                           7.3.1.1 West sex toys market, 2020–2032
                       7.3.2 Midwest
                           7.3.2.1 Midwest sex toys market, 2020–2032
                       7.3.3 Southeast
                           7.3.3.1 Southeast sex toys market, 2020–2032
                       7.3.4 Northeast
                           7.3.4.1 Northeast sex toys market, 2020–2032
                       7.3.5 Southwest
                           7.3.5.1 Southwest sex toys market, 2020–2032
Chapter 8 Competitive Analysis
                   8.1 Participant’s Overview
                   8.2 Financial Performance
                   8.3 Participant Categorization
                   8.4 Company Market Position Analysis
                       8.4.1 Strategy Mapping
                           8.4.1.1 Mergers & acquisitions
                           8.4.1.2 New product launch
                           8.4.1.3 Partnerships & collaborations
                           8.4.1.4 Others
                   8.5 List of Few Sex Toys Companies in the U.S.
                   8.6 Company's Profiled
                       8.6.1 Reckitt Benckiser Group plc
                       8.6.2 Church & Dwight Co., Inc.
                       8.6.3 Lovehoney Group Ltd.
                       8.6.4 LifeStyles Healthcare Pte Ltd.
                       8.6.5 LELO
                       8.6.6 Doc Johnson Enterprises
                       8.6.7 Unbound
                       8.6.8 Tenga Co., Ltd.
                       8.6.9 Fun Factory
                       8.6.10 BMS Factory
                       8.6.11 PHE, Inc. (Adam & Eve)
                       8.6.12 California Exotic Novelties
                       8.6.13 Pipedream Products
                       8.6.14 Dame Products, Inc
                       8.6.15 ILF, LLC

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