Adult Toys Market Report 2025 (Global Edition)

Global Adult Toys Market Report 2025 Market Size Split by Types Outlook: (Adult Vibrators Toys, Dildos Toys, Erection Rings Toys, Other), by End-user Outlook: (Female, Male), by Material Outlook: (Met...

Adult Toys Market Report Description

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Adult Toys Market Insights Video

Competitive Landscape of the Adult Toys Market

Due to their creative product ranges and robust e-commerce presence, Lelo, We-Vibe, and Doc Johnson are major participants in the worldwide adult toy business. These businesses have made a name for themselves as industry leaders in both local and international markets. Due to the existence of both domestic and international producers and distributors, the industry is extremely competitive. The industry's competitive environment is complicated and includes a range of tactics for distribution, branding, product differentiation, and compliance. Additionally, to grow their market share in the sex toy sector as a whole, these major competitors are employing a number of tactics, including joint ventures, product developments, mergers and acquisitions, and new product marketing.

January 2023: The original LELO sex toy was reissued by Lelo with ten pleasure levels and further improvements. The newest model of the well-known personal massager, the LILY 3, is small and portable, giving you access to endless pleasure wherever you go. (Source: https://www.lelo.com/blog/lily-3-personal-massager/?srsltid=AfmBOore7ySNTjvaea217pFBrqp-OplrUvrKiPPYadsPGHRu2IwXkGfH ) January 2022: The Com is a brand-new vibrator by Dame Products. The purpose of the wand sex toy is to provide the most comfortable orgasm possible. (Source: https://hypebae.com/2022/1/dame-products-com-wand-sex-toy-vibrator-release ) August 2021: To provide retailers and customers with a wider selection of products, Wow Tech Group is merging with Lovehoney, an online retailer based in the United Kingdom that is mostly owned by Telemos Capital. In 2021, the Lovehoney Group—which consists of Wow Tech and Lovehoney—should turn a profit and surpass $400 million in sales. (Source: https://telemoscapital.com/wp-content/uploads/2020/01/Press_Release_FINAL_CLEAN.pdf )

Top Companies Market Share in Adult Toys Industry: (In no particular order of Rank)

• Doc Johnson
• Durex
• FUN FACTORY
• Lelo
• California Exotic
• Shenzhen Jizhimei
• Church & Dwight
• Nalone
• Liaoyang Baile
• Lover Health
• Nanma
• LETEN
• SVAKOM
• Tenga
• BMS Factory
• Confidential Data
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• Data Hidden

*List of Second Tier Companies, List of Third Tier/ Start-up Companies (Inquire with sales executive) Request Any Company Profile for Preview Purpose OR Data Validation!

If any Company(ies) of your interest has/have not been disclosed in the above list then please let us know the same so that we will check the data availability in our database and provide you the confirmation or include it in the final deliverables.

Regional Analysis of the Adult Toys Market

Which Region Dominates the Adult Toys Market in 2024?

According to Cognitive Market Research, North America currently dominates the Adult Toys market, and the region is expected to have significant growth during the projected period. This is explained by the fact that there are many producers and distribution networks in the area, which make it simple to obtain cutting-edge goods and increase the size of the regional market. High consumer demand for adult toys as a result of the lack of social shame associated with sexual products and the accessibility of adult toys at pharmacies, supermarket chains, and internet retailers.

Which Region is Expanding at the Fastest CAGR?

Asia-Pacific is expected to make significant gains during the projected period, with the greatest compound annual growth rate (CAGR). In developing nations like China and India, where e-commerce is rapidly rising and becoming more popular, more people are purchasing adult toys, condoms, pregnancy test kits, and lubricants that enhance sex. People are talking openly about sex and sex-related behaviors in India because to sex education. This new and innovative approach to sex is expected to influence the growth of sexual wellness products such as adult toys in the nation.

The current report Scope analyzes Adult Toys Market on 5 major region Split (In case you wish to acquire a specific region edition (more granular data) or any country Edition data then please write us on info@cognitivemarketresearch.com

• North America (United States, Canada, Mexico)
• Europe (United Kingdom, France, Germany, Italy, Russia, Spain, Sweden, Denmark, Netherlands, Switzerland, Belgium)
• Asia-Pacific (China, Japan, Korea, India, Australia, Philippines, Singapore, Malaysia, Thailand, Indonesia, Rest of APAC)
• South America (Brazil, Argentina, Colombia, Peru, Chile, Rest of South America)
• Middle East and Africa (Saudi Arabia, Turkey, Nigeria, UAE, Egypt, South Africa, GCC Countries, Rest of MEA)

The above graph is for illustrative purposes only.

North America Adult Toys

According to Cognitive Market Research, the global Adult Toys market size was estimated at USD 36154.5 Million, out of which North America held the major market share of more than 40% of the global revenue with a market size of USD 14461.80 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.2% from 2024 to 2031.

• According to Cognitive Market Research, the US had a major share in the Adult Toys market with a market size of USD 11410.36 million in 2024 and is projected to grow at a CAGR of 7.0% during the forecast period because there are many manufacturers and retailers who make items readily available.
• The Canada Adult Toys market had a market share of USD 1735.42 million in 2024 and is projected to grow at a CAGR of 8.0% during the forecast period because of its advanced e-commerce system and progressive cultural perspectives on sexual health.
• The Mexico Adult Toys market is projected to witness growth at a CAGR of 7.7% during the forecast period, with a market size of USD 1316.02 million in 2024.

Europe Adult Toys

According to Cognitive Market Research, the global Adult Toys market size was estimated at USD 36154.5 Million, out of which Europe held the market share of more than 30% of the global revenue with a market size of USD 10846.35 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.5% from 2024 to 2031.

• The United Kingdom Adult Toys market had a market share of USD 1822.19 million in 2024 and is projected to grow at a CAGR of 8.3% during the forecast period because of the increasing acceptance of sexual desires and the use of adult products because of their ability to increase sexual satisfaction.
• The France Adult Toys market is projected to witness growth at a CAGR of 6.7% during the forecast period, with a market size of USD 997.86 million in 2024.
• According to Cognitive Market Research, the German Adult Toys market size was valued at USD 2147.58 million in 2024 and is projected to grow at a CAGR of 7.7% during the forecast period because people are becoming more conscious of the health advantages of adult toys.
• The Italy Adult Toys market is projected to witness growth at a CAGR of 6.9% during the forecast period, with a market size of USD 932.79 million in 2024.
• The Russia Adult Toys market is projected to witness growth at a CAGR of 6.5% during the forecast period, with a market size of USD 1681.18 million in 2024.
• The Spain Adult Toys market is projected to witness growth at a CAGR of 6.6% during the forecast period with a market size of USD 889.40 million in 2024
• The Luxembourg Adult Toys market is projected to witness growth at a CAGR of 7.6% during the forecast period, with a market size of USD 336.24 million in 2024.
• The Portugal Adult Toys market is projected to witness growth at a CAGR of 7.3% during the forecast period, with a market size of USD 227.77 million in 2024.
• The Greece Adult Toys market is projected to witness growth at a CAGR of 7.8% during the forecast period, with a market size of USD 130.16 million in 2024.
• The Rest of Europe's Adult Toys market is projected to witness growth at a CAGR of 6.2% during the forecast period, with a market size of USD 1681.18 million in 2024.

Asia Pacific Adult Toys

According to Cognitive Market Research, the global Adult Toys market size was estimated at USD 36154.5 Million, out of which Asia Pacific held the market share of around 23% of the global revenue with a market size of USD 8315.54 million in 2024 and will grow at a compound annual growth rate (CAGR) of 11.0% from 2024 to 2031.

• According to Cognitive Market Research, the China Adult Toys market size was valued at USD 3741.99 million in 2024 and is projected to grow at a CAGR of 10.5% during the forecast period due to the large number of producers and merchants that make goods easily accessible.
• The Japan Adult Toys market is projected to witness growth at a CAGR of 9.5% during the forecast period, with a market size of USD 1147.54 million in 2024.
• The India Adult Toys market had a market share of USD 997.86 million in 2024 and is projected to grow at a CAGR of 12.8% during the forecast period due to its sophisticated e-commerce infrastructure and forward-thinking cultural views on sexual wellbeing.
• The South Korean Adult Toys market is projected to witness growth at a CAGR of 10.1% during the forecast period, with a market size of USD 831.55 million in 2024.
• The Australian Adult Toys market is projected to witness growth at a CAGR of 10.7% during the forecast period, with a market size of USD 432.41 million in 2024.
• The South East Asia Adult Toys market is projected to witness growth at a CAGR of 12.0% during the forecast period, with a market size of USD 573.77 million in 2024.
• The Rest of Asia Pacific Adult Toys market is projected to witness growth at a CAGR of 10.8% during the forecast period, with a market size of USD 590.40 million in 2024.

South America Adult Toys

According to Cognitive Market Research, the global Adult Toys market size was estimated at USD 36154.5 Million, out of which the Latin America held the market share of around 5% of the global revenue with a market size of USD 1807.73 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.4% from 2024 to 2031.

• According to Cognitive Market Research, the Brazil Adult Toys market size was valued at USD 773.71 million in 2024 and is projected to grow at a CAGR of 9.0% during the forecast period due to the use of adult products since they might enhance sexual satisfaction and the growing acceptance of sexual urges.
• Argentina's Adult Toys market had a market share of USD 303.70 million in 2024 and is projected to grow at a CAGR of 9.3% during the forecast period because more individuals are aware of the benefits adult toys have for their health.
• Colombia Adult Toys market is projected to witness growth at a CAGR of 8.2% during the forecast period, with a market size of USD 160.89 million in 2024.
• Peru Adult Toys market is projected to witness growth at a CAGR of 8.6% during the forecast period, with a market size of USD 148.23 million in 2024.
• Chile Adult Toys market is projected to witness growth at a CAGR of 8.7% during the forecast period, with a market size of USD 130.16 million in 2024.
• The Rest of Latin America's Adult Toys market is projected to witness growth at a CAGR of 7.5% during the forecast period, with a market size of USD 291.04 million in 2024.

Middle East and Africa Adult Toys

According to Cognitive Market Research, the global Adult Toys market size was estimated at USD 36154.5 Million, out of which the Middle East and Africa held the major market share of around 2% of the global revenue with a market size of USD 723.09 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.7% from 2024 to 2031..

• The GCC Countries Adult Toys market is projected to witness growth at a CAGR of 9.5% during the forecast period, with a market size of USD 309.48 million in 2024 because adult items may improve sexual satisfaction and the increasing acceptance of sexual desires.
• The Egypt Adult Toys market is projected to witness growth at a CAGR of 9.0% during the forecast period, with a market size of USD 75.92 million in 2024.
• The South Africa Adult Toys market is projected to witness growth at a CAGR of 9.7% during the forecast period, with a market size of USD 114.25 million in 2024 because more people are conscious of the health advantages of adult toys.
• The Turkey Adult Toys market is projected to witness growth at a CAGR of 8.2% during the forecast period, with a market size of USD 62.19 million in 2024.
• The Nigeria Adult Toys market is projected to witness growth at a CAGR of 7.8% during the forecast period, with a market size of USD 75.92 million in 2024.
• The Rest of the MEA Adult Toys market is projected to witness growth at a CAGR of 7.7% during the forecast period, with a market size of USD 85.32 million in 2024.

Adult Toys Market Analysis

How are Segments Performing in the Global Adult Toys Market?

Adult Toys Market Types Segment Analysis

According to Cognitive Market Research, adult vibrators toys category is likely to dominate the Adult Toys Market over the forecast period. This is because people are becoming more interested in sex and related activities. Vibrators are likely to be utilized by more people because they can be used separately or in combination. Particularly among the younger generation, the use of adult toys like vibrators and dildos has been greatly influenced by social media, pornography, and sex movies. Numerous advantages have been associated with vibrators, such as a decreased risk of infections and unintended pregnancy, as well as more pleasurable sex experiences, whether with or without a partner.

The dildos toys is the fastest-growing segment in the Adult Toys Market driven by changing societal perceptions, growing acceptance, and easier availability to goods that improve individual happiness and well-being. The stigma attached to buying adult products has decreased as a result of a trend toward candid discussions about sexual health, which has encouraged market growth. Demand has been further increased by online retail platforms, which have made it simpler for customers to discreetly acquire a large range of products.

The above Chart is for representative purposes and does not depict actual sale statistics. Access/Request the quantitative data to understand the trends and dominating segment of Adult Toys Industry. Request a Free Sample PDF!

Adult Toys Market End-user Segment Analysis

According to Cognitive Market Research, the female segment holds the largest share of the market. Most female adult toys, including vibrators, which make up 65% of sales, are purchased by unmarried women, according to a Lovehoney poll. However, the likelihood of married women and women in a relationship buying sex devices to use and improve the sex experience during partnered sex is comparable. Additionally, adult toys and personal lubricants are often used by middle-aged women who experience a variety of problems, including vaginal dryness and menopause, to stimulate their vaginas. In addition, women are using adult toys and other products for self-care instead of depending on coupled sex to improve their sexual experience.

In the Adult Toys Market, the male has been expanding at a rapid pace. The availability of male sex accessories such as vibrators, pumps, and rings is growing due to their growing popularity. Nowadays, adult toys and condoms are readily available for men who wish to improve their sexual lives in the wellness department of hypermarkets and internet retailers. By using various products and being honest about meeting their needs and desires, married guys are also having healthy sex with their partners. Furthermore, middle-aged men who are more likely to experience issues with their sexual health are amenable to using sex devices to enhance their performance. The market is expanding favorably as a result of men's growing desire to have and sustain a healthy sexual life.

The above Graph is for representation purposes only. This chart does not depict actual Market share.

Adult Toys Material Outlook: Segment Analysis

Adult Toys Market Material Segment Analysis

According to Cognitive Market Research, the plastic toys segment holds the largest market share. Plastic toys, especially those composed of sophisticated, long-lasting polymers, are still popular due to their cost and adaptability. Due to its versatility in design, which permits a vast array of shapes, colors, and textures, plastic is frequently used by manufacturers. Plastic toys appeal to consumers seeking more affordable solutions, even though they are not as high-end as silicone toys. This is especially true as producers are introducing different finishes and features to improve the user experience.

In the Adult Toys market, the rapidly growing sector is the silicone toys category. Because silicone is hypoallergenic, non-porous, and body-safe, it has become a popular toy among consumers who are concerned about their health and are looking for high-quality materials. These toys are a favorite among many users because of their longevity and soft, realistic touch. Silicone toys are now a reliable choice in the market because to the increased awareness of body-safe materials.

• Metal Toys
• Silicone Toys
• Plastic Toys
• Glass Toys
• Others

Adult Toys Distribution channel Outlook: Segment Analysis

Adult Toys Market Distribution Channel Segment Analysis

According to Cognitive Market Research, the online stores segment dominates the market. Due to rising internet usage and the growing availability of products online, e-commerce platforms, online merchants, and online suppliers now hold a sizable portion of the market. Customers are given the freedom to choose adult toys based on their needs through online channels. Buying adult toys to improve one's sexual health has become simpler for people thanks to online sellers' discrete package delivery. Sales of sexual wellness products are significantly increased by social media, where consumers can read reviews from other users and compare different products. In physical establishments, it also allows customers to choose the product that best meets their needs without feeling judged.

Specialty stores is projected to be the fastest-growing segment in the Adult Toys market. Prior to the influx of online merchants and e-commerce platforms, clients' sexual health needs were being met by specialty stores like sex shops and physical adult toy retailers. These products were previously exclusively found at adult toy stores and sex shops. Sex shops and adult toy stores, in contrast to other businesses, have a significant market presence because of the guarantees of quality and customer care they provide. These shops offer a distinctive sex toy shopping experience. Additionally, specialty shops lessen the likelihood of low-quality, fake goods that might be manufactured using hazardous chemicals.

• Online Stores
• Retail Outlets
• Specialty Stores

Author's Detail

Sneha Mali

Research Analyst at Cognitive Market Research

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I am a research analyst working in various domains including the Consumer Goods domain, and my primary responsibility is to conduct thorough research on various subjects and provide valuable insights to support client requirements. I have knowledge of research methodologies, and data mining which enables me to analyze large data sets, draw meaningful conclusions, and communicate them effectively. I stay up-to-date with the latest research trends, methodologies, and technologies to ensure that my research is accurate, relevant, and impactful.

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