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The Europe sex toys market size is forecast to increase by USD 6.04 billion, at a CAGR of 10.58% between 2023 and 2028. The popularity of sex toys is on the rise, paralleled by the expansion of the online distribution landscape. This trend reflects evolving attitudes towards sexual wellness and the increasing comfort of exploring pleasure-enhancing products. Simultaneously, there's a concerning uptick in cases of erectile dysfunction (ED), indicating a growing need for accessible solutions and support in addressing sexual health issues. The proliferation of online platforms facilitates discreet access to products and information, empowering individuals to take charge of their sexual well-being. As society becomes more open to discussing and addressing intimate concerns, there's a growing market for innovative solutions and educational resources aimed at enhancing sexual experiences and overall well-being. This evolving landscape presents opportunities for businesses to cater to diverse needs and contribute to destigmatizing discussions surrounding sexual health. Our market growth analysis report examines historic data from 2018 - 2022, besides analyzing the current market scenario.
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The market has seen a surge in demand as people seek sexual stimulation and pleasure enhancement for multiple purposes. These devices cater to individuals and couples alike, offering a range of options for partner play and solo use. Beyond recreational purposes, sex toys are increasingly recognized for their medical uses in addressing sexual dysfunction and enhancing pleasure in bed. Products such as lubrication products, anal sex toys, and rubber vaginas are popular choices, along with erotic play props and BDSM gear. For gynecological issues like vaginal dryness and slackening of vaginal walls due to hormonal imbalances, these toys can alleviate discomfort. With offerings for both genders, including e-stimulators for males and females, the market continues to expand, especially with the recent surge in demand driven by lockdown efforts. Brands like Womanizer and sex toy retailers are at the forefront of this burgeoning industry.
The rising popularity of sex toys is notably driving the market growth. A wide range of sex toys is available in countries across Europe. In addition, the growing awareness about sexual well-being among individuals and changing perceptions among users are the major factors that are driving the adoption in European countries. Furthermore, the ease of accessibility to the Internet has led to an ever-growing penetration of smartphones in countries across the region.
For example, according to the OECD, the penetration of fixed broadband subscriptions per 100 inhabitants from June 2020 to June 2021 in Finland, Denmark, Latvia, Poland, and the Netherlands increased to 0.89%, 0.91%, 1.01%, 0.87%, 0.66%, and 0.64%, respectively. In addition, the increasing Internet connectivity, coupled with growing smartphone penetration, is crucial for building and increasing awareness and exposure to a wide variety of sex toys, such as vibrators and dildos. Furthermore, articles and blogs published over the Internet are increasing the awareness of the advantages of using these accessories and thereby increasing their adoption by people across the region. Hence, such factors are driving the market growth during the forecast period.
The rising awareness of the health benefits of sex toys is an emerging trend in the market. Sex educators, as well as researchers, are focusing on the role of sex toys in therapy. In addition, people are increasingly becoming aware of these devices and the health benefits associated with their use. Furthermore, women preferably opt for these accessories post-childbirth and gynecological surgery to keep the vaginal tissue flexible.
Moreover, these accessories help in preventing vaginal atrophy, which can lead to painful sex as well as vulvodynia. In addition, vaginismus, which comprises involuntary contraction of muscles around the opening of the vagina, can be treated by using sex toys such as vibrators and medical dilators of various sizes. In addition, for men with erectile dysfunction, a range of options, such as penis pumps, constriction bands, and penis rings, are available to achieve orgasm. Hence, such factors are driving the market growth during the forecast period.
Risks associated with sex toys is a major challenge hindering the market. Even though sexual wellness products, such as sex toys, are increasingly being accepted socially across European countries, consumers are concerned about the potential risks associated with these products. In addition, the spread of sexually transmitted diseases (STDs) and blood-borne infections increases with the use of shared or unclean sex toys.
Moreover, their use can cause several sexually transmitted infections (STIs), such as syphilis, herpes, chlamydia, and bacterial vaginosis. In addition, penetrative accessories increase the risk of passing various blood-borne infections such as hepatitis B, hepatitis C, and human immunodeficiency virus (HIV) if there are any sores, cuts, or bleeding around the anus, vagina, or penis. Hence, such factors are driving the market growth during the forecast period.
The online segment is estimated to witness significant growth during the forecast period. The online segment of the regional market is mainly comprises e-commerce platforms. In addition, these platforms enable consumers to access the sex toys offered by regional and global companies. Furthermore, the significant rise in the number of vendors on e-commerce platforms across European countries is fueled by the increasing Internet penetration and the growing adoption of smartphones.
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The online segment was the largest segment and was valued at USD 2.69 billion in 2018. Moreover, Kandid London Ltd. (Kandid), Amazon.com (Amazon), and Feelunique International Ltd. (Feelunique International) are among the major online retailers of sex toys in Europe. In addition, the sales of these products have increased significantly in countries across Europe via online distribution channels, owing to the trend of online retailing. Furthermore, e-commerce platforms offer personalized shopping assistance and suggestions about different types of sex toys to consumers, based on the detailed specification of products. Hence, such factors are fuelling the growth of this segment which in turn drives the market growth during the forecast period.
The growing consumer preferences for the offline segment will increase the market growth. The offline segment includes specialty stores, adult toy stores, hypermarkets and supermarkets, and other retail outlets. In addition, offline retail channels such as adult toy stores and hypermarkets are the most popular and preferred channels for a wide range ofaccessories, including dildos and vibrators, as they provide a vast assortment of products under a single roof. Moreover, customers prefer buying these accessories from offline channels, as they can choose their desired brand after looking at the products physically. In addition, these channels also have the advantage of selling high volumes of sex toys, which makes their buying power high. Furthermore, this allows the offline distribution channels to apply competitive pricing for products by offering discounts. Hence, such factors are fuelling the growth of this segment which in turn drives the market growth during the forecast period.
Companies 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.
BMS Factory: The company offers sex toys such as Swan Maximum Bullet Vibrator plus Silicone Comfy Cuff Pink.
The Market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 10 market companies, including:
Church and Dwight Co. Inc., Doc Johnson Enterprises, FUN FACTORY GmbH, Hot Octopuss Ltd., HYTTO PTE. Ltd., LELOi AB, LifeStyles Healthcare Pte. Ltd., Lovehoney Group Ltd., Luvu Brands Inc., NEOTORI, ORION Versand GmbH and Co. KG, Pipedream Products LLC, Reckitt Benckiser Group Plc, Rocks Off Ltd., Suzon and Monte, TENGA Co. Ltd., WOW Tech International GmbH, and Yspot srl
Market analysis and report of qualitative and quantitative analysis of companies 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 companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
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The market has seen significant growth with the rise of sex gadgets and sexual aids, both in physical stores and sex toy retailers operating through e-commerce channels. Despite challenges posed by the pandemic, product sales surged, especially in the first quarter of 2020, with brands like Sinful making waves in the Nordic area. Technical developments have led to a broader range of options, catering to diverse age groups and sexual preferences, including novelty adult items. However, concerns persist regarding the chemicals used in sex toys, with some plastic-mode sex toys containing hazardous compounds such as phthalates and PVC, including trimethyltin chloride. As reforms in manufacturing continue and social media platforms contribute to greater acceptance, the LGBTQ community is increasingly involved in shaping the market's direction towards safer and more inclusive products.
Europe Sex Toys Market Scope |
|
Report Coverage |
Details |
Page number |
149 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 10.58% |
Market Growth 2024-2028 |
USD 6.04 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
10.31 |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Beate Uhse Group BV, BMS Factory, Church and Dwight Co. Inc., Doc Johnson Enterprises, FUN FACTORY GmbH, Hot Octopuss Ltd., HYTTO PTE. Ltd., LELOi AB, LifeStyles Healthcare Pte. Ltd., Lovehoney Group Ltd., Luvu Brands Inc., NEOTORI, ORION Versand GmbH and Co. KG, Pipedream Products LLC, Reckitt Benckiser Group Plc, Rocks Off Ltd., Suzon and Monte, TENGA Co. Ltd., WOW Tech International GmbH, and Yspot srl |
Market dynamics |
Parent market analysis, Market forecasting, 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 market forecast period. |
Customization purview |
If our market trends 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 research report to meet your requirements.
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 Product
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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