Sex Toys Market by Product, Distribution Channel, and Geography - Forecast and Analysis 2021-2025

  • Published: Jul 2021
  • Pages: 120
  • SKU: IRTNTR43539

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The sex toys market share is expected to increase by USD 17.58 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a CAGR of 12.63%.

This sex toys market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers market segmentation by product (adult vibrators, dildos, erection rings, and others), distribution channel (online stores and retail outlets and specialty stores), and geography (North America, Europe, APAC, South America, and MEA). The sex toys market report also offers information on several market vendors, including Church and Dwight Co. Inc., Doc Johnson Enterprises, JIMMYJANE, LELOi AB, Luvu Brands Inc., Reckitt Benckiser Group Plc, Tantus Inc., TENGA Co. Ltd., The Aneros Co., and WOW Tech International GmbH among others.

What will the Sex Toys Market Size be During the Forecast Period?

Download the Free Report Sample to Unlock the Sex Toys Market Size for the Forecast Period and Other Important Statistics


Sex Toys Market: Key Drivers and Trends

Based on our research output, there has been a positive impact on the market growth during and post COVID-19 era. The increasing popularity of sex toys is notably driving the sex toys market growth, although factors such as negative social perceptions of sex toys may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the sex toys industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Sex Toys Market Driver

One of the key factors driving growth in the sex toys market is the increasing popularity of sex toys.
The growing awareness and changing perceptions about sexual wellness among users is increasing the use of sex toys. A large variety of sex toys are available in the market, which includes luxury love devices, romantic toys, and kinky play toys. The rising acceptance of sex toys, where they are no longer considered taboos, has enabled many couples to enhance their sexual lives with the use of sex toys. The presence of specialty sex toy stores and online channels such as, Inc., are enabling people to purchase products with ease

Key Sex Toys Market Trend

The increasing exposure to sex toys is another major factor supporting the sex toys market share growth.
The growing exposure of sex toys through media is increasing the awareness and adoption of sex toys among people across the world. The increased sales of sex toys are encouraging manufacturers such as LELO to introduce sex toys with disruptive technologies such as TIANI 24k. More people are accessing the Internet to know more about the latest products, which, in turn, will positively impact the market growth.

Key Sex Toys Market Challenge

This sex toys market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2021-2025.

Parent Market Dynamics

The global sex toys market is a part of the global personal products market. The global personal products market was valued at $626.02 billion in 2020.

Who are the Major Sex Toys Market Vendors?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:


  • Church and Dwight Co. Inc.
  • Doc Johnson Enterprises
  • LELOi AB
  • Luvu Brands Inc.
  • Reckitt Benckiser Group Plc
  • Tantus Inc.
  • TENGA Co. Ltd.
  • The Aneros Co.
  • WOW Tech International GmbH


This statistical study of the sex toys market encompasses successful business strategies deployed by the key vendors. The sex toys market is fragmented and the vendors are deploying organic and inorganic growth strategies to compete in the market.

Product Insights and News

  • Reckitt Benckiser Group Plc - In June 2021, the company announced a partnership with the Cambridge Centre for Risk Studies (CCRS) to advance the ongoing commitment to deliver on the Paris Accord and ambition for carbon neutrality by 2040 while delivering growth and long-term shareholder value

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the market in focus during the forecast period.

Sex Toys Market Value Chain Analysis

Our report provides extensive information on the value chain analysis for the sex toys market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chains is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

The value chain includes the following core components:

  • Inputs
  • Inbound logistics
  • Operations
  • Outbound logistics
  • Marketing and sales
  • Support activities
  • Innovation

The report has further elucidated on other innovative approaches being followed by manufacturers to ensure a sustainable market presence.

Which are the Key Regions for Sex Toys Market?

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37% of the market’s growth will originate from APAC during the forecast period. China is the key market for sex toys in APAC. Market growth in this region will be faster than the growth of the market in other regions.

The availability of low-cost raw materials and labor for manufacturing will facilitate the sex toys market growth in APAC over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

COVID Impact and Recovery Analysis

The sales of sex toys increased significantly across APAC in 2020, owing to the COVID-19 pandemic. For instance, in India, the demand for sex toys increased by more than 60% in 2020, and the market is expected to grow further during the forecast period. Moreover, the opening up of retail stores and the resumption of the delivery of products post lockdowns enhanced the sales of sex toys in APAC. The sex toys market report has further insights to estimate the COVID recovery rate in all the regions. 

What are the Revenue-generating Product Segments in the Sex Toys Market?

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The sex toys market share growth by the adult vibrators segment will be significant during the forecast period. The adult vibrators market is growing in terms of market size and product offerings. Startup companies and key vendors have introduced various innovative product offerings. Vendors have expanded their product portfolio in terms of technology, product type, size and shape, and product packaging to gain a competitive edge.

This report provides an accurate prediction of the contribution of all the segments to the growth of the sex toys market size and actionable market insights on post COVID-19 impact on each segment.


Sex Toys Market Scope

Report Coverage


Page number


Base year


Forecast period


Growth momentum & CAGR

Accelerate at a CAGR of 12.63%

Market growth 2021-2025

$ 17.58 billion

Market structure


YoY growth (%)


Regional analysis

North America, Europe, APAC, South America, and MEA

Performing market contribution

APAC at 37%

Key consumer countries

US, China, Mexico, Russian Federation, UK, and France

Competitive landscape

Leading companies, Competitive strategies, Consumer engagement scope

Key companies profiled

Church and Dwight Co. Inc., Doc Johnson Enterprises, JIMMYJANE, LELOi AB, Luvu Brands Inc., Reckitt Benckiser Group Plc, Tantus Inc., TENGA Co. Ltd., The Aneros Co., and WOW Tech International GmbH

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, Market condition analysis for the forecast period

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.

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What are the Key Data Covered in this Sex Toys Market Report?

  • CAGR of the market during the forecast period 2021-2025
  • Detailed information on factors that will drive sex toys market growth during the next five years
  • Precise estimation of the sex toys market size and its contribution to the parent market
  • Accurate predictions on upcoming trends and changes in consumer behavior
  • The growth of the sex toys industry across North America, Europe, APAC, South America, and MEA
  • A thorough analysis of the market’s competitive landscape and detailed information on vendors
  • Comprehensive details of factors that will challenge the growth of sex toys market vendors

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1. Executive Summary                           

2. Market Landscape                             

                2.1 Market ecosystem             

                                Exhibit 01:  Parent market

                2.2 Market Characteristics      

                                Exhibit 02:  Market Characteristics

                2.3 Value chain analysis           

                                Exhibit 03:  Personal Products

                                2.3.1 Inputs 

                                2.3.2 Inbound logistics

                                2.3.3 Operations

                                2.3.4 Outbound logistics

                                2.3.5 Marketing and sales 

                                Support activities 


3. Market Sizing                       

                3.1 Market definition

                                Exhibit 04:  Offerings of vendors included in the market definition

                3.2 Market segment analysis 

                                Exhibit 05:  Market segments

                3.3 Market size 2020 

                3.4 Market outlook: Forecast for 2020 - 2025 

                                3.4.1 Estimating growth rates for emerging and high-growth markets

                                3.4.2 Estimating growth rates for mature markets

                                Exhibit 06:  Global - Market size and forecast 2020 - 2025 ($ million)

                                Exhibit 07:  Global market: Year-over-year growth 2020 - 2025 (%)

4. Five Forces Analysis                          

                4.1 Five Forces Summary        

                                Exhibit 08: Five forces analysis 2020 & 2025

                4.2 Bargaining power of buyers           

                4.3 Bargaining power of suppliers       

                4.4 Threat of new entrants    

                4.5 Threat of substitutes         

                4.6 Threat of rivalry   

                4.7 Market condition

                                Market condition - Five forces 2020

5. Market Segmentation by Product               

                The segments covered in this chapter are: 

  • Adult vibrators
  • Dildos
  • Erection rings
  • Others

                5.1 Market segments

                                Exhibit 15: Product - Market share 2020-2025 (%)

                5.2 Comparison by Product    

                                Exhibit 16: ​Comparison by Product​

                5.3 ​Adult vibrators - Market size and forecast 2020-2025          

                                Exhibit 17: ​Adult vibrators - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 18: ​Adult vibrators - Year-over-year growth 2020-2025 (%)

                5.4 Dildos - Market size and forecast 2020-2025            

                                Exhibit 19: ​Dildos - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 20: ​Dildos - Year-over-year growth 2020-2025 (%)

                5.5 Erection rings - Market size and forecast 2020-2025             

                                Exhibit 21: ​Erection rings - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 22: ​Erection rings - Year-over-year growth 2020-2025 (%)

                5.6 Others - Market size and forecast 2020-2025           

                                Exhibit 23: ​Erection rings - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 24: ​Erection rings - Year-over-year growth 2020-2025 (%)

                5.7 Market opportunity by Product    

                                Exhibit 25: ​Market opportunity by Product

6. Market Segmentation by Distribution channel                     

                The segments covered in this chapter are: 

  • Online stores
  • Retail outlets and specialty stores

                6.1 Market segments

                                Exhibit 26: ​Distribution channel - Market share 2020-2025 (%)

                6.2 Comparison by Distribution channel           

                                Exhibit 27: ​Comparison by Distribution channel

                6.3 Online storess - Market size and forecast 2020-2025            

                                Exhibit 28: ​Online storess - Market size and forecast 2020-2025 ($ million)

                                Exhibit 29: ​Online storess - Year-over-year growth 2020-2025 (%)

                6.4 ​Retail outlets and specialty stores - Market size and forecast 2020-2025​     

Exhibit 30: ​Retail outlets and specialty stores - Market size and forecast 2020-2025 ($ million)

                                Exhibit 31: ​Retail outlets and specialty stores - Year-over-year growth 2020-2025 (%)

                6.5 Market opportunity by Distribution channel            

                                Exhibit 32: ​Market opportunity by Distribution channel

7. Customer landscape                         

Technavio’s customer landscape matrix comparing Drivers or price sensitivity, Adoption lifecycle, importance in customer price basket, Adoption rate and Key purchase criteria

                                Exhibit 33: ​Customer landscape​

8. Geographic Landscape                     

​​The regions covered in the report are: 

  • North America 
  • Europe 
  • APAC
  • South America 
  • MEA

                8.1 Geographic segmentation

                                Exhibit 34: ​Market share by geography 2020-2025 (%)

                8.2 Geographic comparison   

                                Exhibit 35: Geographic comparison

                8.3 North America - Market size and forecast 2020-2025​          

                                Exhibit 36: ​North America - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 37: ​North America - Year-over-year growth 2020-2025 (%)

                8.4 Europe - Market size and forecast 2020-2025          

                                Exhibit 38: ​Europe - Market size and forecast 2020-2025 ($ million)

                                Exhibit 39: ​Europe - Year-over-year growth 2020-2025 (%)

                8.5 ​APAC - Market size and forecast 2020-2025             

                                Exhibit 40: ​APAC - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 41: APAC - Year-over-year growth 2020-2025 (%)

                8.6 South America - Market size and forecast 2020-2025           

                                Exhibit 42: ​South America - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 43: South America - Year-over-year growth 2020-2025 (%)

                8.7 MEA - Market size and forecast 2020-2025              

                                Exhibit 44: MEA - Market size and forecast 2020-2025 ($ million)

                                Exhibit 45: MEA - Year-over-year growth 2020-2025 (%)

                8.8 Key leading countries        

                                Exhibit 46: Key leading countries

                8.9 Market opportunity by geography

                                Exhibit 47: Market opportunity by geography ($ million)

9. Drivers, Challenges, and Trends                   

                9.1 ​Market drivers     

                                9.1.1 Increasing popularity of sex toy

                                9.1.2 Rapid growth of e-commerce platforms

                                9.1.3 Growing demand for remote-controlled sex toy

                9.2 Market challenges              

                                9.2.1 Negative social perceptions of sex toy

                                9.2.2 Potential risks of sex toy

                                9.2.3 Stringent regulatory policies

                                Exhibit 48: Impact of drivers and challenges

                9.3 Market trends      

                                9.3.1 Increasing exposure to sex toy

                                9.3.2 Growing awareness of health benefits of sex toy

                                9.3.3 Rebranding and repositioning of sex toy industry

10. Vendor Landscape                           

                10.1 Competitive scenario      

                10.2 Vendor landscape            

                                Exhibit 49: Vendor landscape

                10.3 Landscape disruption      

The potential for the disruption of the market landscape was moderate in 2020, and its threat is expected to remain unchanged by 2025. 

                                Exhibit 50: ​Landscape disruption​

                10.4 Industry risks      

                                Exhibit 51: Industry risks

11. Vendor Analysis               

                11.1 Vendors covered              

                                Exhibit 52: Vendors covered

                11.2 Market positioning of vendors    

                                Exhibit 53: ​Market positioning of vendors​

                11.3 Church and Dwight Co. Inc.          

                                Exhibit 54:  Church and Dwight Co. Inc. - Overview

                                Exhibit 55:  Church and Dwight Co. Inc. - Business segments

                                Exhibit 56:  Church and Dwight Co. Inc. - Key offerings

                                Exhibit 57:  Church and Dwight Co. Inc. - Segment focus

                11.4 Doc Johnson Enterprises               

                                Exhibit 58:  Doc Johnson Enterprises  - Overview

                                Exhibit 59:  Doc Johnson Enterprises  - Product and service

                                Exhibit 60:  Doc Johnson Enterprises  - Key offerings

                11.5 JIMMYJANE        

                                Exhibit 61:  JIMMYJANE - Overview

                                Exhibit 62:  JIMMYJANE - Product and service

                                Exhibit 63:  JIMMYJANE - Key offerings

                11.6 LELOi AB               

                                Exhibit 64:  LELOi AB - Overview

                                Exhibit 65:  LELOi AB - Product and service

                                Exhibit 66:  LELOi AB - Key offerings

                11.7 Luvu Brands Inc.

                                Exhibit 67:  Luvu Brands Inc. - Overview

                                Exhibit 68:  Luvu Brands Inc. - Business segments

                                Exhibit 69:  Luvu Brands Inc. - Key offerings

                                Exhibit 70:  Luvu Brands Inc. - Segment focus

                11.8 Reckitt Benckiser Group Plc          

                                Exhibit 71:  Reckitt Benckiser Group Plc - Overview

                                Exhibit 72:  Reckitt Benckiser Group Plc - Business segments

                                Exhibit 73: Reckitt Benckiser Group Plc- Key news

                                Exhibit 74:  Reckitt Benckiser Group Plc - Key offerings

                                Exhibit 75:  Reckitt Benckiser Group Plc - Segment focus

                11.9 Tantus Inc.           

                                Exhibit 76:  Tantus Inc.  - Overview

                                Exhibit 77:  Tantus Inc.  - Product and service

                                Exhibit 78:  Tantus Inc.  - Key offerings

                11.10 TENGA Co. Ltd.                

                                Exhibit 79:  TENGA Co. Ltd.  - Overview

                                Exhibit 80:  TENGA Co. Ltd.  - Business segments

                                Exhibit 81:  TENGA Co. Ltd.  - Key offerings

                                Exhibit 82:  TENGA Co. Ltd.  - Segment focus

                11.11 The Aneros Co 

                                Exhibit 83:  The Aneros Co. - Overview

                                Exhibit 84:  The Aneros Co. - Product and service

                                Exhibit 85:  The Aneros Co. - Key offerings

                11.12 WOW Tech International GmbH              

                                Exhibit 86:  WOW Tech International GmbH  - Overview

                                Exhibit 87:  WOW Tech International GmbH  - Product and service

                                Exhibit 88:  WOW Tech International GmbH  - Key offerings

12. Appendix                            

                12.1 Scope of the report         

                                12.1.1 ​​​​Market definition

                                12.1.2 ​​​​Objectives

                                12.1.3 ​​​​Notes and caveats

                12.2 Currency conversion rates for US$            

                                Exhibit 89: ​Currency conversion rates for US$​

                12.3 Research Methodology 

                                Exhibit 90: ​Research Methodology

                                Exhibit 91: ​​Validation techniques employed for market sizing​

                                Exhibit 92: ​​Information sources

                12.4 List of abbreviations        

                                Exhibit 93: 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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The sex toys market growth will increase by $9.83 billion during 2019-2024.
The sex toys market is expected to grow at a CAGR of 6.48% during 2019-2024.
Technavio has segmented the sex toys market by product (Adult vibrators, Dildos, Erection rings, and Others) and geographic (APAC, Europe, North America, South America, and MEA).
Ansell Ltd., Church & Dwight Co. Inc., Doc Johnson Enterprises, LELOi AB, Luvu Brands Inc., Reckitt Benckiser Group Plc, Tantus Inc., TENGA Co. Ltd., The Aneros Co., WOW Tech International GmbH are a few of the key vendors in the sex toys market.
APAC will register the highest growth rate of 43.64% among the other regions. Therefore, the sex toys market in APAC is expected to garner significant business opportunities for the vendors during the forecast period.
  • US
  • China
  • Japan
  • Germany
  • UK
The key factors driving the sex toys market growth are:
  • Increasing popularity of sex toys
  • Increasing exposure to sex toys
The sex toys market vendors should focus on grabbing business opportunities from the adult vibrators segment as it accounted for the largest market share in the base year.
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