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The female sex toys market size is estimated to grow at a CAGR of 13.24% between 2022 and 2027. The size of the market is forecast to increase by USD 20,787.22 million. The growth of the market depends on several factors, including the growing LGBT population in developed countries, the increasing number of sexual wellness initiatives and crowdfunding campaigns, and the growing demand for remote-controlled female sex toys.
This market report extensively covers market segmentation by distribution channel (online stores, retail outlets, and speciality stores), type (vibrators, rubber penises, and others), and geography (APAC, Europe, North America, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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The increasing number of sexual wellness initiatives and crowdfunding campaigns are notably driving the female sex toys market growth, although factors such as the lack of advertising opportunities for sex toys may impede the market growth. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Key Female Sex Toys Market Driver
The global market for female sex toys is projected to experience substantial growth, primarily driven by an increase in sexual wellness initiatives implemented by various companies and organizations. These initiatives aim to promote awareness about the importance of sexual health by using female sex toys. Sexual health encompasses avoiding diseases and preventing infections. For example, in 2019, the sexual health promotion team at Derbyshire Community Health Services (DCHS) focused on delivering sexual health campaigns throughout the UK to raise awareness about sexual health issues and offer effective solutions. These campaigns also encourage safe sex practices.
Additionally, some vendors offering female sex toys are turning to crowdfunding campaigns to launch new versions of their products. These sexual wellness and awareness initiatives, as well as crowdfunding campaigns, can motivate individuals to use sex toys, thus driving the growth of the female sex toys market.
Significant Female Sex Toys Market Trend
A growing preference for customized female sex toys is the primary trend in the market. Vendors that operate in the market have started offering customized and custom-made products to end-users due to their expectations related to the performance and durability of female sex toys and their need for various functions. Customized versions of female sex toys address the different needs of end-users.
Vendors also allow end-users to customize their female sex toys online. For instance, Wobbling Willy, a female sex toy manufacturer, offers customized sex toys online. The company allows end-users to engrave faces on products. The company's sex toys are made of body-safe silicone. The female sex toys offered in the Leaf collection are featured with a custom Power Bullet, which allows end-users to customize vibrations.
The availability of customized female sex toys will increase the sales of such models and enable vendors to gain a competitive advantage, which will drive the growth of the market during the forecast period.
Major Female Sex Toys Market Challenge
The primary obstacle hindering the growth of the sex toys market is the dearth of advertising prospects. Advertising and marketing are crucial factors that boost sales for all products. However, advertising campaigns and advertisements for female sex toys from various brands are being rejected by government authorities across the world. Promotion of sex toys has led to legal actions in some countries. For instance, in the UAE, a man was jailed for promoting the sales of sex toys on social media networks. Additionally, vendors find it challenging to obtain approvals from social media companies to advertise their female sex toys as these companies have stringent standards for promoting such products. These restrictions make it difficult for vendors such as Dame and Unbound Shop to advertise their female sex toys, adversely affecting their promotional opportunities and hampering the growth of the market.
Key Female Sex Toys Market Customer Landscape
The market report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Female Sex Toys Market Customer Landscape
Vendors are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Bijoux Indiscrets SL - The company offers Female Sex Toys such as Aloe Vera Water-Based Lubricant, AMI 3 STEP KEGEL SET, BAD DAY KILLER, and others as its key offerings. The company is primarily engaged in the retail sale of specialized lines of merchandise, such as art supplies, orthopedic and artificial limbs, rubber stamps, pets, religious goods, and monuments and tombstones.
The female sex toys market report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
The market share growth of the online store's segment will be significant during the forecast period. Online stores are a popular distribution channel for selling female sex toys. The purchase of female sex toys through online stores offers many benefits to end-users. They can view, select, and place orders through online portals without revealing their identity. It also helps them compare the female sex toys of various brands and make purchases conveniently. These benefits associated with purchasing female sex toys online can contribute to an increase in the number of buyers, which will subsequently drive the growth of the market during the forecast period.
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The online stores segment was valued at USD 7,160.64 million in 2017 and continued to grow until 2021. Technological advancement is another reason that will boost the sales of female sex toy-related products during the forecast period. As people are separated from their respective partners due to the physical distancing measures put in place, they are inclined toward the use of app-enabled and remote toy control products. We-Vibe is the first company to offer an app-enabled product, the we-connect app. Kiiroo is another company that offers virtual reality-based products on the market.
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APAC is estimated to contribute 45% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
LELOi, Reckitt Benckiser, Church and Dwight, and Tenga are some of the prominent vendors that offer female sex toys in APAC. Similarly, A.S. Watson Group (Watson) and Guardian are among the retail stores that offer female sex toys in the region. Female sex toys are also available at a few duty-free shops in airports. For instance, LELOi female sex toys are available in Changi Airport (Singapore) duty-free shops. Some vendors of female sex toys are expanding their distribution capacity in APAC through acquisitions. Such acquisitions of online retailers will allow vendors to increase their sales and customer base in APAC during the forecast period. Moreover, China is a manufacturing hub for low-cost sex toys. The increasing number of adult exhibitions in the country will contribute to market growth. APAC is expected to offer immense market opportunities for the growth of the market during the forecast period.
The rising number of COVID-19 cases in APAC has led to the implementation of nationwide lockdowns across countries such as India, China, Malaysia, and Singapore in 2020 and 2021. However, in 2021, the easing of lockdown limitations owing to the large-scale vaccination drives across countries in the region, as well as increasing awareness about sexual health among the population, resulted in the gradual growth of the regional market in APAC during the forecast period.
The report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
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Female Sex Toys Market Scope |
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Report Coverage |
Details |
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Page number |
156 |
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Base year |
2022 |
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Historic period |
2017-2021 |
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Forecast period |
2023-2027 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 13.24% |
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Market growth 2023-2027 |
USD 20,787.22 million |
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Market structure |
Fragmented |
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YoY growth 2022-2023(%) |
11.09 |
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Regional analysis |
APAC, Europe, North America, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 45% |
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Key countries |
US, China, Japan, Germany, and UK |
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Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Bad Dragon Enterprises Inc, Bijoux Indiscrets SL, BMS Factory, Crave Innovations, Dame Products Inc., Happy Valley Toys, Holistic Wisdom Inc, Hot Octopuss Ltd, JIMMYJANE, LELOi AB, Lovehoney Group Ltd., Minna Life Inc, Mr. Wills House of Thrills, PinkCherry, Sainsburys Group, Tantus Inc., TENGA Co. Ltd., Unbound Shop, Vibease Pte Ltd, and WeVibe |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period. |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market report to meet your requirements. Get in touch
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Type
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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.
INFORMATION SOURCES
Primary sources
Secondary sources
DATA ANALYSIS
Data Synthesis
Data Validation
REPORT WRITING
Qualitative
Quantitative
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