Sex Toys Market in Japan 2017-2021

  • Published: Apr 2017
  • Pages: 70
  • SKU: IRTNTR12600

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This market research report identifies California Exotic Novelties, TENGA, and FUN FACTORY as key vendors in the sex toys market in Japan. This report also presents a detailed analysis of the market by distribution channel (online stores and retail outlets and specialty stores) and product type (dildos, vibrators, and cock rings).

Overview of the sex toys market in Japan

Technavio’s market research report predicts that the sex toys market in Japan will grow at a CAGR of nearly 8% during the forecast period. Rising product innovation is one of the primary drivers for market growth. Major innovations have taken place in the sex toys market in Japan where vendors are largely concentrating on developing sex toys for consumers with any sexual preference. The vendors and companies prioritize emphases on quality, design, style, and functionality with increasing spending on modern revolutionary product technologies and designs. Moreover, numerous prototypes of sex toys that utilize Bluetooth and other wireless technologies to control products such as vibrators using smartphones wirelessly are introduced by vendors. Therefore, the rise in product innovations has led consumers to buy sex toys at various price ranges with varied technologies and functions leading to customer satisfaction.

One of the latest trends that will gain traction in the sex toys market in Japan is changes in product design and marketing. Developments in design, packaging, and marketing have led to significant improvements in the sex toys market. Vendors are slowly moving towards designing sex toys that look stylish, sleek, and shaped appropriately to lessen the discomfort for the users. Moreover, the prominence of product packaging has changed from pleasure to wellness. Therefore, new design and marketing initiatives are foreseen to drive the introduction of fashionable and stylish products, mainly from local vendors in the Japanese market.

Competitive analysis and key vendors

The sex toys market in Japan consists of numerous vendors offering products in this category. The market players compete based on price, quality, innovation, features, service, reputation, distribution, and promotion. To succeed in the market, it is imperative for the vendors to understand the necessities of the targeted customers based on price, range, and risqué nature of the products offered. Moreover, the products are offered across different price ranges and apply to premium segment and the low-end segment.

Key vendors in the market are:

  • California Exotic Novelties

Other prominent vendors are Kanojo Toys (e-commerce), Meiki Toys.com, NIGHT LOVE STORY (NLS), and TOMAX USA.

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

  • Online stores
  • Retail outlets and specialty stores

During 2016, online stores dominated the distribution channel segment in the sex toys market in Japan and is expected to continue its dominance over the next four years. The benefit of privacy and features like discussions on product features and performance through chats and forums drive the sales through this channel.

Segmentation by product type and analysis of the sex toys market in Japan

  • Dildos
  • Vibrators
  • Cock rings

As per this market research report, dildos dominated the product type segment in the sex toys market in Japan during 2016 and is anticipated to continue the dominance during the forecast period. The rapid rise in the demand for rubber penis, growing popularity of e-commerce retailing, manufacturer investments in online portals, and popularity of pornographic films drive the growth of the segment.

 Key questions answered in the report include

  • What will the market size and the growth rate be in 2021?
  • What are the key factors driving the sex toys market in Japan?
  • What are the key market trends impacting the growth of the sex toys market in Japan?
  • What are the challenges to market growth?
  • Who are the key vendors in the sex toys market in Japan?
  • What are the market opportunities and threats faced by the vendors in the sex toys market in Japan?
  • Trending factors influencing the sex toys market in Japan.
  • What are the key outcomes of the five forces analysis of the sex toys market in Japan?

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Table of Contents

PART 01: Executive summary

PART 02: Scope of  the report

PART 03: Research Methodology

PART 04: Introduction

  • Key market highlights

PART 05: Market landscape

  • Market overview
  • Market size and forecast
  • Five forces analysis

PART 06: Market segmentation by distribution channel

  • Market overview
  • Sex toys market in Japan by online stores
  • Sex toys market in Japan by retail outlets and specialty stores

PART 07: Market segmentation by product type

  • Market overview
  • Dildos market in Japan
  • Vibrators market in Japan
  • Cock rings market in Japan
  • Other sex toys market in Japan

PART 08: Decision framework

PART 09: Drivers and challenges

  • Market drivers
  • Impact of drivers on key customer segments
  • Market challenges
  • Impact of challenges on key customer segments

PART 10: Market trends

  • Growing use of vibrators for therapeutic purposes
  • Rapid growth of e-commerce
  • Shift in product design and marketing
  • Changes in packaging

PART 11: Vendor landscape

  • Competitive scenario

PART 12: Key vendor analysis

  • California Exotic Novelties
  • Other prominent vendors

PART 13: Appendix

  • List of abbreviations

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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