Japan Sex Toys Market by Distribution Channel and Product - Forecast and Analysis 2023-2027

Sex Toys Market in Japan Size & Analysis

The Japan Sex Toys Market size is estimated to grow at a CAGR of 10.11% between 2022 and 2027. The market size is forecast to increase by USD 896.56 million. The growth of the market depends on several factors, including the rise in erectile dysfunction (ED) cases in Japan which has resulted in a surge in the usage of sex toys. This trend is accompanied by a rapid expansion of e-commerce platforms dedicated to selling a wide variety of sexual aids. Furthermore, there is an increasing demand for remote-controlled sex toys, showcasing the evolving preferences of consumers. The rising prevalence of erectile dysfunction (ED) in Japan has led to a greater demand for sex toys. ED is a medical condition that hinders men from achieving satisfactory erections, affecting their sexual experiences and emotional well-being. Diagnosing ED involves various tests and evaluations.

In Japan, where nearly half of the population is male, the prevalence of ED is higher. To address this issue, many men are turning to sex toys like erection rings, such as OptiMALE and TitanMen offered by leading vendor Doc Johnson Enterprises. Online stores are preferred for convenience. As the cases of ED continue to increase among Japanese males, the market for sex toys, including erection rings, is expected to grow during the forecast period.

Sex Toys Market in Japan Dynamic

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Trends - The growing familiarity and acceptance of sex toys is on the rise.

People around the world are becoming more exposed to sex toys like vibrators and dildos through media, leading to increased awareness and adoption. This rise in demand has prompted manufacturers like LELO to introduce innovative sex toys, including TIANI 24k, a wearable couple vibrator with disruptive technology. The market is experiencing growth as a result. Factors such as evolving perceptions and easy access to information online have contributed to the increasing demand for sex toys like rubber vaginas and adult vibrators. People are exploring new products, such as clitoral vibrators utilizing sonic waves and pulses. Couples are also embracing vibrators for shared pleasure, while beginners are opting for silicone anal toys that offer enjoyment without discomfort. With the continued exposure to sex toys, the market in Japan is expected to thrive in the forecast period.

Challenges -Sex toy usage carries risks of STD transmission, blood-borne infections, and adverse effects from materials used in manufacturing.

While sexual wellness products, including sex toys, are gaining social acceptance in Japan, consumers express concerns about the potential risks associated with these products. The use of shared or unclean sex toys can contribute to the spread of sexually transmitted diseases (STDs) and blood-borne infections. Conditions like syphilis, herpes, chlamydia, and bacterial vaginosis can be transmitted through the use of these toys. Additionally, the risk of blood-borne infections such as hepatitis B, hepatitis C, and HIV increases with the use of penetrative sex toys, especially if there are any sores, cuts, or bleeding in the genital or anal areas.

The materials used in sex toy manufacturing, such as plastic, rubber, vinyl, and nitrile, can have adverse effects when they come into direct contact with sensitive skin, leading to rashes, pain, irritation, and inflammation. In some cases, cheaper materials like toluene and dimethylformamide are used, which, if absorbed through the skin or open cuts, may potentially contribute to testicular cancer development. Similarly, certain materials like phthalates and Bisphenol A, used in the production of certain sex toys, have been classified as human carcinogens by the Environmental Protection Agency (EPA), as they can mimic body hormones and pose risks of cancer and infertility. These potential risks associated with sex toys may limit consumer adoption, thereby potentially impacting the growth of the sex toy market in Japan during the forecast period.

Sex Toys Market in Japan Segmentation 

By Distribution Channel

The online segment is estimated to witness significant growth during the forecast period.  One of the main factors driving the online segment is that these platforms enable consumers to access the sex toys offered by local, vendors. Factors such as the significant rise in the number of vendors on e-commerce platforms across Japan are significantly fueling the growth of the sex toys market in Japan. The online segment was valued at USD 477.25 million in 2017 and continued to grow until 2021. Some of the key online vendors for sex toys in Japan include Qoo10 Pte. Ltd. (Qoo10 Japan), Amazon.com Inc. (Amazon), and Yahoo Inc. (Yahoo! Japan). Due to the trend of online retailing. E-commerce platforms provide personalized shopping assistance and suggestions about different types of sex toys to consumers based on the detailed specification of products, there is a significant preference for online platforms among consumers while buying sex toys. Hence, such factors are expected to drive the growth of the online segment which in turn will drive the growth of sex toys in Japan market during the forecast period.

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The increasing preference for the offline segment among consumers is expected to drive the sex toys market growth in Japan during the forecast period. The offline segment mainly includes specialty stores, adult toy stores, hypermarkets and supermarkets, and other retail outlets. One of the most preferred channels for a wide range of sex toys, including dildos and vibrators are adult stores and hypermarkets, as they provide a vast assortment of products under a single roof. Factors such as consumers can choose their desired brand after looking at the products physically, high discount prices and enhanced shopping experience are expected to significantly drive the growth of this segment which in turn will drive the market growth during the forecast period.

By Product

The increasing availability of a wide range of products is expected to drive the adult vibrator segments during the forecast period. Factors such as the growing rising adoption of advanced technologies such as wireless connectivity, the rising acceptance of vibrators among women in countries across the region and the increasing availability of different products significantly contributed to the growth. Also, several vendors in the market are innovating new variants of adult vibrators in order to gain more market share, Hence, such factors are expected to drive the growth of this segment which in turn will drive the market during the forecast period.

The rising demand for dildos among the female consumer segment is expected to drive the growth of this segment during the forecast period. There is a rapid shift toward the perception of sex toys like dildos due to public health campaigns about sexual wellness and open discussions about sex-related topics on television and social media platforms. Factors such as the increasing demand for dildos among the female population in countries across the region, the rising demand for using premium dildos among users, the growing adoption of advanced technologies for developing innovative product lines, the trend of using dildos among millennials, and the easy availability of dildos on online distribution channels are expected to drive the growth of this segment during the forecast period.

Who are the Major Sex Toys Market in Japan Companies?

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.

The research report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:

• BMS Factory
• Church and Dwight Co. Inc.
• Doc Johnson Enterprises
• FUN FACTORY GmbH
• Kanojo Toys
• Luvu Brands Inc.
• TENGA Co. Ltd.

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.

Segment Overview

The Japan sex toys market 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. 

• Distribution Channel Outlook (USD Million, 2017 - 2027)
  • Online
  • Offline
• Product Outlook (USD Billion, 2017 - 2027)
  • Adult vibrators
  • Dildos
  • Erection rings
  • Sex dolls and others

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What are the Key Data Covered in this Sex Toys Market In Japan In Country Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2023 and 2027
• Precise estimation of the size of the market  size and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming trends and changes in consumer behaviour
• Growth of the market industry across Japan
• Thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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