Global Sex Toys Market Assessment, By Product [Vibrators, Massagers, Dildos, Stroker, Others], By End-user [Male, Female], By Distribution Channel [Company’s Website, Non-Exclusive Platforms, Others], By Region, Opportunities and Forecast, 2018-2032F

Global sex toys market is projected to witness a CAGR of 8.45% during the forecast period 2025-2032, growing from USD 30.64 billion in 2024 to USD 58.63 billion in 2032. The worldwide market for sex toys is influenced by various driving factors like shifting societal values, the growth of sexual openness, and rising innovation within products. Changing social attitudes have brought forth greater acceptance of sexual wellness and self-pleasure as integral parts of overall health. The change in economic conditions, along with urbanization, has given rise to greater disposable income across emerging markets. Technology has given added value to products with innovations like app-controlled devices, Bluetooth, and AI integration. E-commerce platforms are yet another factor that lends much-needed privacy and convenience to consumers. The growing focus on sexual wellness, along with increasing awareness regarding the significance of sexual health in personal relationships, has seen burgeoning developments. Urbanization and education have further endorsed this, the urban population being laden with exposure to sexual wellness concepts. Continuous innovations, including eco-friendliness, gender neutrality, and customization, have completed the picture of making sex toys more appealing and bringing in more avenues for market growth.

For instance, in March 2023, LELOi AB introduced the new TOR 3, a vibrating couple’s ring designed for both solo and couples' play. This innovative product sets a new standard in male pleasure technology, featuring an app-connected design with more pleasure settings and intensities than its predecessor.

Increasing awareness about Sexual Wellbeing is Expanding the Market Demand

Rising consciousness of sexual well-being is significantly boosting demand for the global sex toys market. With attitudes changing in society, sexual wellness is considered a part of overall health, which is leading more individuals to look for products that enhance intimacy and pleasure. This growing acceptance, as well as rising disposable incomes and the effect of education campaigns, has rendered sexual health discussion acceptable. Furthermore, smart and app-controlled technology developments have made sex toys appealing and convenient. The availability of e-commerce platforms has also boosted demand by offering discreet and convenient purchase options. Hence, the market is growing very high, with consumers giving high priority to products that provide physical and emotional well-being.

For instance, in December 2024, Peppy, Inc. teamed up with well-known digital content creator and actor Bhuvan Bam, who is coming on board as both a co-founder and an investor. Peppy, a direct-to-consumer brand dedicated to sexual wellness and pleasure.

Technological Advancements Propel the Global Sex Toys Market Growth

Technological advancements are playing a pivotal role in propelling the growth of the global sex toys market. From app control to Bluetooth connectivity and integration of AI, innovations revolutionize the sex toy industry and bring them, enhanced functionality, customization, and interactive experience to users. Most types of smart sex toys can synchronize with smartphones or other devices, allowing personal settings in addition to long-distance connectivity. In addition, they cover a great preference for modern consumers: convenience and advancement. Furthermore, there has been a progressive growth in the experience and design of the items, leading to the production of green, eco-friendly, body-safe, and ergonomic products that would add appeal to existing and future customers. For instance, in March 2023, LELOi AB introduced the newest member of their collection, Enigma, designed to fulfill every desire. Featuring patented WaveMotion technology and three synchronized motors, ENIGMA Wave glides like a gentle wave, combining pleasurable internal stimulation with delightfully deep sensations.

These technological innovations help provide great value to the user and include a wider audience, including most tech-savvy millennials and younger consumers. That's how this advanced technology has maintained growth in the market and made sex toys more intelligent and accessible to broader markets.

Dominance of Vibrators in the Global Sex Toys Market

Vibrators dominate the global sex toys market, holding the largest market share due to their widespread popularity and versatility. Vibrators serve a wide audience of individuals and couples and come in an array of designs, sizes, and functions to fit everyone's specific needs. It has already been established that vibrating devices are increasingly being accepted in the mainstream. Besides that, they are increasingly being discovered as pleasures that can enhance intimacy or alleviate intimacy-related health problems. Furthermore, technological advancements for rechargeable batteries, app controls, and customized settings have popularized the devices. Coupled with this, the availability of e-commerce has also boosted the buying of vibrators because people could easily buy them without ever being careless about the attendance of others. Marketing them cleverly by or sometimes with the help of influencers, sexual wellness advocates, and those in higher places promotes improvement in the electronic category of these products in contrasting them all. As a result, they are the leading product of all sex toys worldwide, contributing to the growth of the industry itself.

For instance, in September 2024, Bellesa Enterprises Inc. launched the WhisperBullet, the world's first sub-audible vibrator. This groundbreaking silent device is designed to enhance intimate pleasure while providing unmatched discretion, marking the beginning of what will soon be a complete WhisperTech product range.

United States Dominates Global Sex Toys Market Share

The United States dominates the global sex toys market share, driven by open-minded social attitudes, high consumer sensitivity, and immense purchasing power. As a leader in sexual wellness innovation, the American market is complemented by the widespread social acceptability of sexual health products and a culture embracing intimacy and indulgence. The existence of major industry players further entrenches the market. Additionally, the use of e-commerce websites has facilitated access to sex toys, where individuals can shop discreetly and conveniently. Technology advancements, including app-controlled and smart devices, have also been a driving influence, particularly from technology-oriented consumers. Since there is a well-established distribution network and growing demand for sexual wellness, the United States continues to lead the world in the sex toys business, setting trends and governing industry growth.

For instance, in January 2025, Lovense, part of HYTTO PTE. LTD., a global pioneer in sex tech specializing in high-tech, app-controlled interactive pleasure products, is unveiling its latest AI-powered innovations at the 2025 Consumer Electronics Show (CES) in Las Vegas.

Future Market Scenario (2025 – 2032F)

The rise in demand for environmentally friendly, body-safe, and biodegradable products will further push manufacturers towards adopting more sustainable practices.

Continued advancements in smart sex toys, such as AI integration, app-controlled devices, and virtual reality compatibility, will enhance user experiences and attract tech-savvy consumers.

Gender-neutral and LGBTQ+-friendly designs will expand the market's reach, catering to a broader and more diverse audience.

Key Players Landscape and Outlook

The global sex toys market features a competitive landscape with key players with stakeholders engaged in a relentless pursuit of innovation and growth. The major players highly focus on luxury, technologically advanced designs, body-safe materials, and a product range characterized by utmost inclusiveness. On the horizon, the market is poised for steady growth, with companies investing in smart technology, sustainability, and gender-neutral designs to meet changing consumer preferences. Emerging markets within Asia Pacific, Latin America, and Africa remain promising for growth, with sales via e-commerce platforms flourishing due to methods preferred for privacy and convenience. Sexual wellness being integrated into the larger health and wellness industry, together with the uptick in demand for sustainable products, will also influence the market in the years to come. Overall, innovations, inclusiveness, and sustainability will shape the strategies of key market players as they change with consumer needs.

For instance, in January 2023, Lovehoney Group introduced the Rose collection, a thrilling line of sex toys just in time for Valentine’s Day. This collection includes three new versions of their popular Rose sex toy. With its innovative Pleasure Air Technology and soft silicone design, the Lovehoney Rose guarantees endless pleasure, making it ideal for both solo adventures and partner play.