Sex Toys Market in APAC 2016-2020

  • Published: Nov 2016
  • Pages: 78
  • SKU: IRTNTR10735

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This market research study analyzes the leading players in the sex toys market in APAC such as Ansell, BMS Factory, Church & Dwight, Doc Johnson, and LELO. A competitive analysis of this market is also presented by product type (vibrators, cock rings, rubber penis, and others) and distribution channel (online stores and retail outlet and specialty stores).

Overview of the sex toys market in APAC

Technavio’s market research analysts have predicted that the sex toys market in APAC will witness rapid growth and post an impressive CAGR of more than 7% during the forecast period. The paradigm shift in the perception of sex toys is a major factor driving this market’s growth. Sexual experiences are stigmatized in most conventional societies, especially in countries like India and China. However, this trend is changing as consumers are becoming sexually empowered and are experimenting with their sexuality owing to increased awareness and supportive environments. Moreover, the popularity of sexual practices like BDSM and growing acceptance of homosexuality in several Asian countries have also led to the augmented adoption of sex toys.

One of the recent trends gaining significant traction in the market is the emergence of 3D printing in sex toys. The advent of 3D printing technology has allowed manufacturers to offer inimitable personalization capacities, which can be a key influencer for sex toys consumption. The technological advancements in 3D printing have also allowed users to 3D print at home. There are a few specialized online websites that allow users to create custom sex toys like vibrators and dildos online, then download or stream the 3D file to print it at home using a desktop 3D printer. 3D printing is expected to act as a disruptive technology in the market as it provides the option of customization of sex toys for buyers, leading to their increased adoption over the coming years.

Competitive landscape and key vendors

The sex toys market in APAC is competitive because of the presence of a large number of well-established vendors providing products in this category. The high growth rate and potential of this market have been attracting new entrants and investors over the past couple of years, and this trend is expected to continue over the forecast period. The competition among the vendors is fierce and has led to exponential product innovation over the recent years. The players compete in terms of price, quality, innovation, features, service, reputation, distribution, and promotion. Moreover, the vendors are increasingly directing their marketing efforts toward creating category and brand awareness. To grow and attain success in the market, it is crucial for vendors to understand the requirements of the target audience in terms of the price, range, and risqué nature of the products offered.

Key vendors in this market are -

  • Ansell
  • BMS Factory
  • Church & Dwight
  • Doc Johnson
  • LELO

Other prominent vendors in the market include Adam & Eve, Ann Summers, Aneros, Bad Dragon, Beate Uhse, Crave, Diamond Products, Durex (Reckitt Benckiser), Eve Garden, Fun Factory, Happy Valley, Holistic Wisdom, Je Joue, Jimmyjane, Jopen, Lovehoney, Love Life Products, Minna Life, Tantus, Tenga, The Pleasure Chest, OhMiBod, Orient Industry, Vibratex, and Vixen Creations. 

Product segmentation and analysis of the sex toys market in APAC

  • Vibrators
  • Cock rings
  • Rubber penis

The vibrator category accounted for a major share in the sex toys market in APAC during 2015 and is expected to lead the market during the forecast period. The growth of this segment is attributed to the fast-changing perception of individuals in the society toward vibrators, coupled with the media exposure that vibrators are getting in recent years. In the initial years, vibrators were used by women who faced difficulty reaching orgasm through intercourse or masturbation, but these vibrators are also used for inducing sexual stimulation and enhancing orgasm during intercourse.

Segmentation by distribution channel and analysis of the sex toys market in APAC

  • Online stores
  • Retail outlet and specialty stores

During 2015, the online stores segment led the market and is likely to continue its dominance over the next four years. The growth of this segment is attributed to the higher acceptability due to privacy advantage and the ability to discuss products, their benefits, and preferences through online chat and forum. Moreover, since APAC has the fastest internet penetration among other regions especially in countries such as India, China, and Japan, the sales of sex toys through online forums is likely to increase significantly until the end of 2020.

Key questions answered in the report include

  • What will the market size and the growth rate be in 2020?
  • What are the key factors driving the sex toys market in APAC?
  • What are the key market trends impacting the growth of the sex toys market in APAC?
  • What are the challenges to market growth?
  • Who are the key vendors in the sex toys market in APAC?
  • What are the market opportunities and threats faced by the vendors in the sex toys market in APAC?
  • What are the trending factors influencing the market shares of APAC?
  • What are the key outcomes of the five forces analysis of the sex toys market in APAC?

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Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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