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The Japan sex toys market size is forecast to increase by USD 1.18 billion at a CAGR of 11.8% between 2023 and 2028. The market is experiencing significant growth due to several driving factors. One of the primary factors is the increasing cases of erectile dysfunction (ED) in Japan, leading to the adoption of sex toys as an alternative solution. Another factor is the rising exposure to sex toys through various media platforms and cultural shifts, making them more socially acceptable. The market caters to various needs, including luxury adult toys, Bluetooth vibrators, adult vibrators, romantic devices, and automated toys, offering enhanced sexual experiences and intimacy. Sexual wellness products provide medical benefits for individuals dealing with menopausal symptoms, neurological conditions, lack of arousal, and sexual challenges such as premature ejaculation. However, the market also faces challenges, including the potential risks associated with the use of sex toys, such as infections and injuries, which require strict regulations and safety measures. Additionally, the stigma surrounding the use of sex toys continues to persist in some cultures, limiting market growth in those regions. Despite these challenges, the market is expected to continue its growth trajectory, driven by increasing awareness, technological advancements, and changing societal norms.
The market is experiencing significant growth due to the increasing acceptance and normalization of sexual wellness products among women, couples, and the LGBTQ community. Advanced sexual products, including luxury intimate toys and automated devices, incorporate cutting-edge technology to cater to diverse preferences and enhance mental wellbeing. Novelty adult products continue to be popular, while celebrity promotions and influencer marketing further fuel market growth. The geriatric population is also a growing consumer base, as sexual activity remains an essential aspect of overall health and wellbeing. Female sex toys, vaginal stimulation devices, and male enhancement products are key offerings in the market.
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.
The adult vibrators segment is estimated to witness significant growth during the forecast period. Sex toys have gained significant popularity among women and couples, offering novel ways to enhance intimate experiences. Luxury adult toys, such as Bluetooth vibrators and romantic devices, have emerged as preferred choices for those seeking more advanced and customizable sexual experiences. Online sex toys, fueled by Artificial Intelligence (AI) and SexTech, cater to various sexual challenges, including menopausal symptoms, neurological conditions, and lack of arousal.
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The adult vibrators segment was the largest segment and was valued at USD 410.80 million in 2018. These therapeutic tools provide relief for individuals dealing with sexual challenges like premature ejaculation, low libido, and erectile dysfunction. Smart sex toys, featuring remote control capabilities, are revolutionizing the market, with brands like Lovense leading the way. The integration of AI and ChatGPT API adds a new dimension to these physical experiences, allowing for more personalized and interactive sexual wellness. Hence, such factors are fuelling the market during the forecast period.
Our researchers analyzed the data with 2023 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.
Increasing cases of ED leading to the adoption of sex toys in Japan is notably driving market growth. Advanced sexual products have gained significant popularity in recent years, with luxury intimate toys and automated devices incorporating cutting-edge technology to enhance sexual experiences for both female and male consumers. Virtual devices and those utilizing blockchain technology offer discretion and convenience while ensuring the absence of toxic substances. ED, a condition affecting the ability of men to achieve satisfactory erections, can be caused by various medical conditions such as Type 2 diabetes, high blood pressure, and testosterone deficiency, among others.
This condition can negatively impact relationships and emotional well-being. Female consumers seek out specialty stores for female care products, including dildos and vaginal stimulation devices, promoting sexual empowerment and self-care. Male consumers explore a wide range of adult products, from penis rings and masturbation sleeves to anal toys and vibrating anal toys, catering to diverse sexual activities. Thus, such factors are driving the growth of the market during the forecast period.
Increasing exposure to sex toys is the key trend in the market. The global market for advanced sexual products, including luxury intimate toys and automated devices, is experiencing significant growth due to increasing consumer awareness and acceptance. This trend is driven by the integration of cutting-edge technology, such as virtual devices and blockchain technology, into sex toys.
The stigma surrounding adult products is gradually fading, with more female and male consumers embracing sexual empowerment and self-care through these items. Online shopping platforms have made it easier for individuals to access a wide range of sex toys, from dildos and specialty female care products to anal toys and vibrating anal toys. Thus, such trends will shape the growth of the market during the forecast period.
Risks associated with sex toys is the major challenge that affects the growth of the market. The advanced sexual products market in Japan is witnessing significant growth due to the increasing acceptance of luxury intimate toys and the integration of automated devices and cutting-edge technology. Virtual devices, such as sex dolls and teledildonics, are also gaining popularity. However, concerns regarding potential health risks persist.
The use of unclean or shared sex toys can lead to sexually transmitted diseases (STDs) and blood-borne infections, including syphilis, herpes, chlamydia, bacterial vaginosis, hepatitis B, hepatitis C, and human immunodeficiency virus (HIV). Manufacturers use various materials, such as plastic, rubber, vinyl, and nitrile, to produce sex toys. Hence, the above factors will impede the growth of the market during the forecast period.
The market forecasting 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 market growth analysis strategies.
Customer Landscape
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 Enterprises: The company offers sex toys solutions such as Men Sex Toys for male pleasure and female sex toys for female pleasure.
The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:
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 is experiencing significant growth due to increasing acceptance and normalization of sexual wellness among women and couples. This market caters to a wide range of consumers, including those seeking luxury adult toys, romantic devices, automated toys, and Bluetooth vibrators for enhanced sexual experiences. Sextech innovations, such as AI and artificial intelligence, have led to the development of smart sex toys and remote-controlled devices, offering novelty and anonymity. Sexual wellness products, including vibrators and sex dolls, are gaining popularity for their therapeutic benefits in addressing medical conditions like menopausal symptoms, neurological conditions, lack of arousal, sexual challenges, premature ejaculation, low libido, and erectile dysfunction. These therapeutic tools are increasingly being recognized as essential for mental wellbeing and improving overall sexual experiences. The market is also catering to the LGBTQ community and is available through various channels, including e-commerce and online stores. The stigmatization surrounding sex toys is gradually fading, leading to increased sales and acceptance of these products as part of a healthy and fulfilling sexual lifestyle.
Market Scope |
|
Report Coverage |
Details |
Page number |
121 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 11.8% |
Market growth 2024-2028 |
USD 1.18 billion |
Market structure |
Concentrated |
YoY growth 2023-2024(%) |
10.2 |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
BMS Enterprises, BMS Factory, Church and Dwight Co. Inc., Doc Johnson Enterprises, FUN FACTORY GmbH, HYTTO PTE. Ltd., Kanojo Toys, LELOi AB, Luvu Brands Inc., TENGA Co. Ltd., and Virtuallyabout LLC |
Market dynamics |
Parent market analysis, market report , market forecast , 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 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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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Drivers, Challenges, and Opportunity/Restraints
10 Competitive Landscape
11 Competitive Analysis
12 Appendix
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