United States Sex Toys Market Assessment, By Product [Vibrators, Massagers, Dildos, Stroker, Others], By End-user [Male, Female, Others], By Distribution Channel [E-Commerce, Specialty Stores, Others], By Region, Opportunities and Forecast, 2018-2032F

United States sex toys market is projected to witness a CAGR of 7.45% during the forecast period 2025-2032, growing from USD 11.04 billion in 2024 to USD 19.62 billion in 2032, owing to a combination of cultural, technological, and economic factors. Development of social values related to sexual well-being has led to an increasingly open and conversation-friendly culture around pleasure and intimacy. Sex-positive activism and popular culture, and the media have been responsible for normalizing sex toys, which have helped make them acceptable to an increasingly large population.

The growth in the market today includes all orientations of sex, sexual orientations, personal tastes, and is more focused on body-safe, green, and non-toxic materials. Even major retailers like Target Corporation and Walmart Inc. have contributed to the growth through selling sex toys in their stores, thereby making them widely available to the masses. For instance, in September 2024, Just Eat Takeaway.com NV partnered with Lovehoney Group to deliver sexual wellbeing products, including those from Womanizer and Fifty Shades of Grey product lines. Overall, the United States sex toys market is poised for continued growth, supported by evolving consumer preferences, technological innovation, and the ongoing normalization of sexual wellness.

Advancements in Technology Driving the United States Sex Toys Market

Technological advancements have become a cornerstone in propelling the growth of the United States sex toys market. From app control to bluetooth connectivity and integration of artificial intelligence (AI), innovations revolutionize the sex toy industry and bring them, enhanced functionality, customization, and interactive experience to users. Most smart sex toys are capable of synchronizing with smartphones or other devices to support personal settings as well as far-distance connectivity. Furthermore, wearable technology has brought discrete, hands-free designs such as panty vibrators and couples' rings, which render these products more portable and convenient for a diverse range of environments. Additionally, they address an excellent choice of contemporary consumers, convenience, and innovation. Additionally, progressive development has been observed in the design and the experience of the products, resulting in the creation of green, environmentally friendly, body-safe, hypoallergenic products such as medical-grade silicone and ergonomic products that would make them more appealing to current and future consumers.

For instance, in January 2025, Lovense unveiled its latest AI-powered innovations at the 2025 consumer electronics show in Las Vegas.

Increasing Awareness Driving the United States Sex Toys Market

The rising consciousness of sexual well-being is greatly boosting the demand for sex toys in the world. With changing attitudes in society, sexual wellness is regarded as part and parcel of overall well-being, hence increasing the number of people who look for products such as these that promote 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.

Mainstream retailers and e-commerce platforms have also contributed to the growing awareness by making sex toys more accessible and less intimidating. Stores have begun stocking sexual wellness products, while online platforms offer discreet shopping experiences and detailed product information.

For instance, In February 2025, Doc Johnson Enterprises launched Main Squeeze and Signature strokers, which are molded directly from porn star Richelle Ryan.

Vibrator Segment is Anticipated to Propel the Growth of the Market

The vibrator market will be the primary driver of growth of the United States sex toys market due to its widespread popularity, continuous innovation, and growing cultural acceptance. Vibrators have remained the best-known and most popular category of sex toys for decades, enjoyed by a broad user base across many demographic groups for their ease of use, simplicity, and effectiveness. The popularity of this segment is fueled by a combination of factors, like technology development, niche marketing, and shifting attitudes among the community towards sexual health. To complement this, the availability of e-commerce has also boosted the sales of vibrators as people were able to comfortably buy it without ever being irresponsible about people's presence. 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 among the sex toys, worldwide, contributing to the growth of the industry itself.

For instance, in September 2024, Bellesa Enterprises Inc. launched the first sub-audible vibrator with the brand name Whisper Bullet. This device is designed to enhance intimate pleasure.

Future Market Scenario (2025 – 2032F)

• 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.
• Eco-friendly and body-safe materials will become a standard as consumers demand more sustainable and health-conscious products.
• Subscription-based models and discreet packaging will further boost online sales, appealing to consumers who prioritize privacy.

Key Players Landscape and Outlook

The United States 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. Sexual wellness will be considered an increasingly important facet of overall health, thus boosting demand for therapeutic and health-focused products. E-commerce will remain the major sales venue because of convenience and privacy, while subscriptions and direct-to-consumer options will grow in prominence. The face of competition may present opportunities for newer organizations and established companies. Thus, mergers and acquisitions could arise, aiding firms in their endeavors to build well-suited product portfolios. Sex toys market in the United States is expected to grow.

For instance, in December 2022, CalExotics, recognized as the most trusted name in adult products in the United States, was awarded the title of Best in Business by Inc. Magazine in the health and wellness category. Show more