The U.S. sex toys market size was exhibited at USD 10.85 billion in 2024 and is projected to hit around USD 24.11 billion by 2034, growing at a CAGR of 8.31% during the forecast period 2024 to 2034.
| Report Coverage | Details |
| Market Size in 2025 | USD 11.75 Billion |
| Market Size by 2034 | USD 24.11 Billion |
| Growth Rate From 2024 to 2034 | CAGR of 8.31% |
| Base Year | 2024 |
| Forecast Period | 2024-2034 |
| Segments Covered | Product, Distribution Channel, Region |
| Market Analysis (Terms Used) | Value (US$ Million/Billion) or (Volume/Units) |
| 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 among adolescents & young adults regarding sexual health are some of the key factors expected to drive the U.S. market over the forecast period. Furthermore, The desire for sexual intercourse declines as people age, yet a considerable number of people engage in sexual activities. According to the AARP national survey, around 40% of older adults reported having an active sex life in the U.S. in 2023, wherein men (67%) were more sexually active compared to women (57%). This is expected to drive the demand for sex toys during the forecast period.
The changing perception of customers toward sex toys is expected to significantly drive the growth of the market. As societal attitudes toward sexuality evolve and the stigma around sexual wellness products is decreasing, the acceptance and demand for sex toys are growing across U.S. This shift in perception can be attributed to several factors such as increasing awareness about sexual well-being, the influence of pop culture, and the rising interest in sexual health among adolescents & young adults. In addition, the market is witnessing a surge in demand as women, couples, and individuals of all genders are exploring a variety of options such as luxury adult toys, Bluetooth vibrators, and other innovative products to enhance their sexual experience.
Furthermore, the e-commerce sector is expected to experience significant growth in the sales of sexual wellness products. This is due to the increasing use of smartphones and people's reluctance to purchase these products in physical stores. The variety of sex toys available on online platforms has led to a higher demand, as customers can compare brands and select products that suit their needs and preferences. This results in the companies facing intense competition to provide high-quality products that meet industry standards.
In addition, 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, Walmart added bod-bag condoms, d-AZ, and Weinerschleiden lubricants by Fetish Mafia, which were launched in 2018.
The vibrators segment dominated the market with a revenue share of 22.84% in 2024 and expected to witness fastest CAGR during the forecast period. Vibrators are sex toys that are placed on erogenous areas on the body, places that enhance sexual pleasure, for sexual stimulation. The integration of technology in existing products to provide new experiences to users is one of the areas of innovation. For instance, vibrators with a wand on one side & a massage ball on the other and numerous pulsating patterns for each provide users with multiple combinations of simultaneous massage & penetration. Moreover, according to the WebMD study published in June 2021, more than 49.8% of homosexual males and 43.8% of heterosexual males in the U.S. use a vibrator with a partner or alone. In addition, about 52.5% of women aged 18 to 60 years used a vibrator in the U.S. Hence, considering the growing demand, market players are expanding their product lines by introducing new products.
The masturbation sleeve segment is expected to experience significant growth from 2024 to 2034. Rise in acceptance of sexual needs and adoption of toys due to their ability to deliver enhanced sexual pleasure, gradually increasing the adoption of toys & creating opportunities for manufacturers to launch innovative toys. For instance, in October 2021, TENGA Co., Ltd. launched various packs of new WONDER EGG super-stretch sleeves, including EGG WIND, EGG RING, EGG STUD, EGG CURL, EGG TUBE, and EGG MESH.
The e-commerce segment dominated the market with a revenue share of 58.00% in 2024 and is expected to grow at the fastest CAGR during the forecast period. In the past few years, e-commerce and online sex stores are the most used platforms for purchasing sexual wellness products in the U.S. Discrete delivery of products and customer anonymity are the key factors responsible for the increasing number of customers preferring these channels over traditional options. Moreover, the convenience of choosing from a vast variety of products on a single platform at discounted prices provides added benefits. Market players such as LELO, We-Vibe, Lovehoney, and Fun Factory are some of the largest online retailers in the U.S., along with emerging sex toys manufacturers, such as Maude, Dame Products, OhMiBod, and UNBOUND, with local & global presence via online sites.
Furthermore, the mass merchandizers segment is expected to grow significantly during the forecast period. In the U.S., mass merchandisers are witnessing increased sales of sexual wellness products. Rising demand for sex toys to fulfill sexual needs is positively impacting the sales of such products across hypermarkets. Hence, supermarket giants are entering the market owing to rising demand for these products. For instance, in February 2022, Sephora, a major beauty company in the U.S., added sex toys from Maude and Dame to its shelves.
The West region dominated the market with a revenue share of 24.21% in 2024 and is expected to have the fastest CAGR during the forecast period. The Western region of the U.S. includes Alaska, Oregon, California, Nevada, Arizona, New Mexico, Hawaii, Utah, Colorado, Wyoming, Idaho, Washington, and Montana. People are spending more on sex products in the region, which can be attributed to the reduced stigma associated with sexual wellness & health and the fact that sexual health is becoming part of mainstream discussions.
Furthermore, market players are undertaking innovative marketing strategies to strengthen their market positions. For instance, in February 2024, PinkCherry, a prominent online retailer of adult toys, launched a notable billboard campaign related to the annual football event in Las Vegas, Nevada. This initiative includes six visually striking billboards featuring playful and provocative slogans aimed at capturing the attention of football fans and event attendees, based on the year's highly anticipated sporting event.
The Northeast region is expected to experience significant growth from 2024 to 2034. Vermont, New Hampshire, and Maine ranked fifth, sixth, and seventh, respectively, for sex toy sales per capita in 2018, according to a 2018 infographic created by the adult toy manufacturer Adam & Eve. The demand for sex toys, especially sex dolls, in the region rapidly increased during the COVID-19 pandemic. For instance, in December 2020, the sales of Silicon Wives in New York City increased by around 65% compared to 2019. In addition, SexDollGennie, a Miami-based company, reported a 218% increase in sales compared to 2019, which was majorly seen in Brooklyn, Manhattan, Bronx, Queens, and Staten Island
This report forecasts revenue growth at country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2034. For this study, Nova one advisor, Inc. has segmented the U.S. sex toys market
Product
Distribution Channel
Region
Cross-segment Market Size and Analysis for Mentioned Segments
Additional Company Profiles
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Additional Countries (Apart
From Mentioned Countries)
Country/Region-specific Report
Go To Market Strategy
Region Specific Market DynamicsRegion Level Market Share Import Export AnalysisProduction AnalysisOthers