According to Fortune Business Insights, the global sex toys market size was valued at USD 17.11 billion in 2024 and is projected to reach USD 31.09 billion by 2032, expanding at a CAGR of 7.79% during the forecast period. The market is experiencing strong growth due to increasing sexual wellness awareness, technological innovation, and a shifting societal outlook toward adult products.
North America held the largest market share of 37.17% in 2024, driven by reduced stigma, broader acceptance of sex wellness, and the adoption of high-tech products. The U.S. remains the leading market with a wide retail presence and rising demand for app-connected and smart adult toys.
Vibrators led the product category due to their versatile features and appeal across diverse gender identities. Women emerged as the largest end-user segment, while men are projected to witness the fastest growth due to changing perceptions and increasing awareness of male pleasure products.
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The growing preference for online shopping is significantly boosting the sales of sex toys, as many consumers value the anonymity and discretion that e-commerce platforms provide. Companies such as Goop Inc., Adam & Eve, Stag Shop, Harmony Store, and Sinful UK are capitalizing on this trend by offering a wide range of adult products online. Factors such as the increasing adoption of digital payment methods, an extensive variety of available products, government initiatives promoting e-commerce, and the overall demand for convenience are all contributing to the rapid expansion of online sales channels. This shift toward digital retail is expected to play a crucial role in driving market growth globally.
Growing awareness about sexual health and its impact on mental and physical well-being is a primary driver of the sex toys market. Modern consumers increasingly recognize the role of adult toys in managing stress, promoting intimacy, and addressing sexual dysfunction. Enhanced access to sex education and information through online platforms has supported this trend globally.
Despite growth, concerns about hygiene and the potential spread of sexually transmitted infections (STIs) remain a barrier. Improper cleaning and sharing of adult toys increase these risks, which may deter some consumers. Additionally, lingering societal taboos and conservative viewpoints in certain regions still limit widespread product adoption.
Technological advancements offer promising opportunities. The rise of Bluetooth-enabled, customizable, and app-integrated devices is drawing interest from tech-savvy consumers. Companies like Lovense have showcased smart toys at global events such as CES 2025, illustrating the growing merger between sex tech and mainstream consumer electronics.