U.S. Sex Toys Market Size, Share & Trends Analysis Report By Products (Vibrators, Dildos, Penis Rings, Anal Toys, Masturbation Sleeves, Bondage, Sex Dolls), By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030
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U.S. Sex Toys Market Growth & Trends
The U.S. sex toys market size is expected to reach USD 17.0 billion by 2030, based on a new report by Grand View Research, Inc. The market is projected to register a CAGR of 8.08% from 2023 to 2030. The growth can be attributed to the reduction in stigma associated with sexual activities in the U.S. owing to rising awareness due to sex-positive movements that aided to break stereotypes related to age, gender, and social construct of the population.
Companies operating in this market are launching various campaigns to raise awareness and break the stigma around sex toys by changing consumer perception. For instance, in August 2021, LoveHoney Group launched a TV advertisement to show lingerie and sex toys under the Love How You Love campaign.
Moreover, the growing popularity of e-commerce to buy adult products is expected to boost market growth in the U.S. The availability of different adult products on online platforms have created an increased demand for these products as customers can differentiate between brands and choose the products that fit their need and desire. This has created huge competition among companies, as they are offering quality products that meet industry standards.
The COVID-19 pandemic boosted the online sales of sexual wellness products due to travel restrictions and fear of contracting the virus. Owing to the increased demand for products online, major supermarket chains are also adding these products to their online stores. For instance, in July 2022, Weinerschleiden lubricants by Fetish Mafia launched in 2018.
U.S. Sex Toys Report Highlights
U.S. Sex Toys Market Growth & Trends
The U.S. sex toys market size is expected to reach USD 17.0 billion by 2030, based on a new report by Grand View Research, Inc. The market is projected to register a CAGR of 8.08% from 2023 to 2030. The growth can be attributed to the reduction in stigma associated with sexual activities in the U.S. owing to rising awareness due to sex-positive movements that aided to break stereotypes related to age, gender, and social construct of the population.
Companies operating in this market are launching various campaigns to raise awareness and break the stigma around sex toys by changing consumer perception. For instance, in August 2021, LoveHoney Group launched a TV advertisement to show lingerie and sex toys under the Love How You Love campaign.
Moreover, the growing popularity of e-commerce to buy adult products is expected to boost market growth in the U.S. The availability of different adult products on online platforms have created an increased demand for these products as customers can differentiate between brands and choose the products that fit their need and desire. This has created huge competition among companies, as they are offering quality products that meet industry standards.
The COVID-19 pandemic boosted the online sales of sexual wellness products due to travel restrictions and fear of contracting the virus. Owing to the increased demand for products online, major supermarket chains are also adding these products to their online stores. For instance, in July 2022, Weinerschleiden lubricants by Fetish Mafia launched in 2018.
U.S. Sex Toys Report Highlights
- Based on product, the vibrators segment held the largest revenue share in 2022 owing to the availability of vibrators at online stores. As per the State of Sex Toys 2022 study published by Bedbible.com, vibrators are the most popular among U.S.-based adults, with around 47% of sex toy owners preferring vibrators as a preferred product
- Based on distribution channel, the e-commerce segment held the largest revenue share in 2022. This is attributed to the rising internet usage and availability of diverse product portfolios on e-commerce platforms. Anonymity in product delivery is a significant benefit for customers choosing online purchases over brick-and-mortar stores, particularly when it comes to adult products
- The West region held the largest revenue share, based on region, in 2022, owing to the increasing spending on sex toys in the region, especially in the states like California and Nevada
- The frequency of usage of sex toys among U.S. adults aged 18-54 has increased. As per the TENGA Self Pleasure report of 2021 and 2019, around 54% of U.S. adults have used sex toys, increasing from 53% in 2019
- The U.S. sex toys industry is highly competitive with the presence of many domestic and international players in the market. Key companies are launching innovative products and are engaged in expansion strategies, such as acquisitions, partnerships & collaborations, accreditations, & donations. For instance, in December 2022, TENGA Co. Ltd. launched Dual Sensation Cup Extremes and Gentle & Strong Air Flow Cups, expanding its portfolio.
CHAPTER 1 REPORT SCOPE
1.1 Market Segmentation
1.2 Estimates and Forecast Timeline
CHAPTER 2 METHODOLOGY
2.1 Research Methodology
2.1.1 Information procurement
2.1.2 Purchased Database
2.1.3 GVR’s Internal Database
2.1.4 Secondary Sources
2.1.5 Primary Research
2.2 Information or Data Analysis
2.2.1 Data Analysis Models
2.3 Market Formulation & Validation
2.4 Model Details
2.4.1 Volume price analysis
2.5 List of Secondary Sources
2.6 List of Abbreviations
2.7 Objectives
2.7.1 Objective –
2.7.2 Objective –
2.7.3 Objective –
CHAPTER 3 EXECUTIVE SUMMARY
3.1 Competitive Landscape
3.2 Market Snapshot
3.3 Segment Snapshot
3.4 Competitive Landscape Snapshot
CHAPTER 4 MARKET VARIABLES, TRENDS, & SCOPE
4.1 Market Lineage Outlook
4.1.1 Parent market outlook
4.1.2 Related Market Outlook
4.1.2.1 U.S. personal lubricant market
4.1.2.2 U.S. condom market
4.2 Market Dynamics
4.2.1 Market driver analysis
4.2.1.1 Growing desire of the geriatric population to have an active sex life
4.2.1.2 Changing consumer attitude
4.2.1.3 Growing popularity of e-commerce
4.2.2 Market restraint analysis
4.2.2.1 Adverse effects due to toxic ingredients in products
4.2.2.2 Advertising restrictions on sexual wellness products
4.3 Business Environment Analysis Tools
4.3.1 Porter’s Five Forces Analysis
4.3.1.1 Competitive rivalry
4.3.1.2 Bargaining power of suppliers
4.3.1.3 Bargaining power of buyers
4.3.1.4 Threat of new entrants
4.3.1.5 Threat of substitutes
4.4 Consumer Behavior Analysis
4.4.1 Demographic analysis
4.4.2 Purchase pattern analysis
4.5 Penetration & Growth Prospect Mapping, 2022
CHAPTER 5 U.S. SEX TOYS MARKET: PRODUCT ANALYSIS
5.1 U.S. Sex Toys Product Market Share Analysis, 2022 & 2030
5.2 U.S. Sex Toys Product Market: Segment Dashboard
5.3 Market Size & Forecasts and Trend Analysis, 2018 to 2030 for the Product Segment
5.3.1 Vibrators
5.3.1.1 Vibrators market, 2018-2030 (USD Billion)
5.3.2 Sex Dolls
5.3.2.1 Sex dolls market, 2018-2030 (USD Billion)
5.3.3 Dildos
5.3.3.1 Dildos market, 2018-2030 (USD Billion)
5.3.4 Bondage
5.3.4.1 Bondage products market, 2018-2030 (USD Billion)
5.3.5 Penis Rings
5.3.5.1 penis rings market, 2018-2030 (USD Billion)
5.3.6 Anal Toys
5.3.6.1 Anal toys market, 2018-2030 (USD Billion)
5.3.7 Masturbation Sleeves
5.3.7.1 Masturbation sleeves market, 2018-2030 (USD Million)
5.3.8 Others
5.3.8.1 Other sex toys market, 2018-2030 (USD Million)
5.4 List of Major Sex Toy Brands
CHAPTER 6 U.S. SEX TOYS MARKET: DISTRIBUTION CHANNEL ANALYSIS
6.1 U.S. Sex Toys Distribution Channel Market Share Analysis, 2022 & 2030
6.2 U.S. Sex Toys Distribution Channel Market: Segment Dashboard
6.3 Market Size & Forecasts and Trend Analysis, 2018 to 2030 for the Distribution Channel Segment
6.3.1 E-commerce
6.3.2 E-commerce market, 2018–2030 (USD Billion)
6.3.3 Specialty stores
6.3.3.1 Specialty stores market, 2018–2030 (USD Million)
6.3.4 Mass Merchandizers
6.3.4.1 Mass merchandisers market, 2018–2030 (USD Billion).
6.4 Product Pricing Analysis on Various Distribution Channels
6.5 List of Few Players in Each Distribution Channel in the U.S.
6.5.1 e-commerce
6.5.2 Single-store brick-and-mortars
6.5.3 Small chains
6.5.4 Large chains
6.5.5 Distributors
CHAPTER 7 U.S. SEX TOYS MARKET: REGION ANALYSIS
7.1 U.S. Sex Toys Region Market Share Analysis, 2022 & 2030
7.2 U.S. Sex Toys Region Market: Segment Dashboard
7.3 Market Size & Forecasts and Trend Analysis, 2018 to 2030 for the Region Segment
7.3.1 West
7.3.1.1 West sex toys market, 2018–2030 (USD Billion)
7.3.2 Midwest
7.3.2.1 Midwest sex toys market, 2018–2030 (USD Billion)
7.3.3 Southeast
7.3.3.1 Southeast sex toys market, 2018–2030 (USD Billion)
7.3.4 Northeast
7.3.4.1 Northeast sex toys market, 2018–2030 (USD Billion)
7.3.5 Southwest
7.3.5.1 Southwest sex toys market, 2018–2030 (USD Billion)
CHAPTER 8 COMPETITIVE ANALYSIS
8.1 Participant’s Overview
8.2 Financial Performance
8.3 Participant Categorization
8.4 Company Market Position Analysis
8.4.1 Strategy Mapping
8.4.1.1 Mergers & acquisitions
8.4.1.2 New product launch
8.4.1.3 Partnerships & collaborations
8.4.1.4 Others
8.5 List of Few Sex Toys Companies in the U.S.
8.6 Company's Profiled
8.6.1 Reckitt Benckiser Group plc
8.6.2 Church & Dwight Co., Inc.
8.6.3 Lovehoney Group Ltd.
8.6.4 LifeStyles Healthcare Pte Ltd.
8.6.5 LELO
8.6.6 Doc Johnson Enterprises
8.6.7 Unbound
8.6.8 Tenga Co., Ltd.
8.6.9 Fun Factory
8.6.10 BMS Factory
8.6.11 PHE, Inc. (Adam & Eve)
8.6.12 California Exotic Novelties
8.6.13 Pipedream Products
8.6.14 Dame Products, Inc
8.6.15 ILF, LLC
1.1 Market Segmentation
1.2 Estimates and Forecast Timeline
CHAPTER 2 METHODOLOGY
2.1 Research Methodology
2.1.1 Information procurement
2.1.2 Purchased Database
2.1.3 GVR’s Internal Database
2.1.4 Secondary Sources
2.1.5 Primary Research
2.2 Information or Data Analysis
2.2.1 Data Analysis Models
2.3 Market Formulation & Validation
2.4 Model Details
2.4.1 Volume price analysis
2.5 List of Secondary Sources
2.6 List of Abbreviations
2.7 Objectives
2.7.1 Objective –
2.7.2 Objective –
2.7.3 Objective –
CHAPTER 3 EXECUTIVE SUMMARY
3.1 Competitive Landscape
3.2 Market Snapshot
3.3 Segment Snapshot
3.4 Competitive Landscape Snapshot
CHAPTER 4 MARKET VARIABLES, TRENDS, & SCOPE
4.1 Market Lineage Outlook
4.1.1 Parent market outlook
4.1.2 Related Market Outlook
4.1.2.1 U.S. personal lubricant market
4.1.2.2 U.S. condom market
4.2 Market Dynamics
4.2.1 Market driver analysis
4.2.1.1 Growing desire of the geriatric population to have an active sex life
4.2.1.2 Changing consumer attitude
4.2.1.3 Growing popularity of e-commerce
4.2.2 Market restraint analysis
4.2.2.1 Adverse effects due to toxic ingredients in products
4.2.2.2 Advertising restrictions on sexual wellness products
4.3 Business Environment Analysis Tools
4.3.1 Porter’s Five Forces Analysis
4.3.1.1 Competitive rivalry
4.3.1.2 Bargaining power of suppliers
4.3.1.3 Bargaining power of buyers
4.3.1.4 Threat of new entrants
4.3.1.5 Threat of substitutes
4.4 Consumer Behavior Analysis
4.4.1 Demographic analysis
4.4.2 Purchase pattern analysis
4.5 Penetration & Growth Prospect Mapping, 2022
CHAPTER 5 U.S. SEX TOYS MARKET: PRODUCT ANALYSIS
5.1 U.S. Sex Toys Product Market Share Analysis, 2022 & 2030
5.2 U.S. Sex Toys Product Market: Segment Dashboard
5.3 Market Size & Forecasts and Trend Analysis, 2018 to 2030 for the Product Segment
5.3.1 Vibrators
5.3.1.1 Vibrators market, 2018-2030 (USD Billion)
5.3.2 Sex Dolls
5.3.2.1 Sex dolls market, 2018-2030 (USD Billion)
5.3.3 Dildos
5.3.3.1 Dildos market, 2018-2030 (USD Billion)
5.3.4 Bondage
5.3.4.1 Bondage products market, 2018-2030 (USD Billion)
5.3.5 Penis Rings
5.3.5.1 penis rings market, 2018-2030 (USD Billion)
5.3.6 Anal Toys
5.3.6.1 Anal toys market, 2018-2030 (USD Billion)
5.3.7 Masturbation Sleeves
5.3.7.1 Masturbation sleeves market, 2018-2030 (USD Million)
5.3.8 Others
5.3.8.1 Other sex toys market, 2018-2030 (USD Million)
5.4 List of Major Sex Toy Brands
CHAPTER 6 U.S. SEX TOYS MARKET: DISTRIBUTION CHANNEL ANALYSIS
6.1 U.S. Sex Toys Distribution Channel Market Share Analysis, 2022 & 2030
6.2 U.S. Sex Toys Distribution Channel Market: Segment Dashboard
6.3 Market Size & Forecasts and Trend Analysis, 2018 to 2030 for the Distribution Channel Segment
6.3.1 E-commerce
6.3.2 E-commerce market, 2018–2030 (USD Billion)
6.3.3 Specialty stores
6.3.3.1 Specialty stores market, 2018–2030 (USD Million)
6.3.4 Mass Merchandizers
6.3.4.1 Mass merchandisers market, 2018–2030 (USD Billion).
6.4 Product Pricing Analysis on Various Distribution Channels
6.5 List of Few Players in Each Distribution Channel in the U.S.
6.5.1 e-commerce
6.5.2 Single-store brick-and-mortars
6.5.3 Small chains
6.5.4 Large chains
6.5.5 Distributors
CHAPTER 7 U.S. SEX TOYS MARKET: REGION ANALYSIS
7.1 U.S. Sex Toys Region Market Share Analysis, 2022 & 2030
7.2 U.S. Sex Toys Region Market: Segment Dashboard
7.3 Market Size & Forecasts and Trend Analysis, 2018 to 2030 for the Region Segment
7.3.1 West
7.3.1.1 West sex toys market, 2018–2030 (USD Billion)
7.3.2 Midwest
7.3.2.1 Midwest sex toys market, 2018–2030 (USD Billion)
7.3.3 Southeast
7.3.3.1 Southeast sex toys market, 2018–2030 (USD Billion)
7.3.4 Northeast
7.3.4.1 Northeast sex toys market, 2018–2030 (USD Billion)
7.3.5 Southwest
7.3.5.1 Southwest sex toys market, 2018–2030 (USD Billion)
CHAPTER 8 COMPETITIVE ANALYSIS
8.1 Participant’s Overview
8.2 Financial Performance
8.3 Participant Categorization
8.4 Company Market Position Analysis
8.4.1 Strategy Mapping
8.4.1.1 Mergers & acquisitions
8.4.1.2 New product launch
8.4.1.3 Partnerships & collaborations
8.4.1.4 Others
8.5 List of Few Sex Toys Companies in the U.S.
8.6 Company's Profiled
8.6.1 Reckitt Benckiser Group plc
8.6.2 Church & Dwight Co., Inc.
8.6.3 Lovehoney Group Ltd.
8.6.4 LifeStyles Healthcare Pte Ltd.
8.6.5 LELO
8.6.6 Doc Johnson Enterprises
8.6.7 Unbound
8.6.8 Tenga Co., Ltd.
8.6.9 Fun Factory
8.6.10 BMS Factory
8.6.11 PHE, Inc. (Adam & Eve)
8.6.12 California Exotic Novelties
8.6.13 Pipedream Products
8.6.14 Dame Products, Inc
8.6.15 ILF, LLC
LIST OF TABLES
Table 1 List of secondary sources
Table 2 List of abbreviations
Table 3 Distribution of sex toys shops, by state
Table 4 Interquartile price range of sex toys, by product type
Table 5 Average price of sex toys, by distribution channel
Table 6 List of a few e-commerce players in the U.S.
Table 7 List of single-store brick & mortars in the U.S.
Table 8 List of small chain sex toy companies in the U.S.
Table 9 List of a few large chain sex toy companies in the U.S.
Table 10 List of a few sex toy distributors in the U.S.
Table 11 U.S. Sex Toys Market, by Product, 2018 - 2030 (USD Billion)
Table 12 U.S. Sex Toys Market, by Distribution Channel, 2018 - 2030 (USD Billion)
Table 13 U.S. Sex Toys Market, by Region, 2018 - 2030 (USD Billion)
Table 1 List of secondary sources
Table 2 List of abbreviations
Table 3 Distribution of sex toys shops, by state
Table 4 Interquartile price range of sex toys, by product type
Table 5 Average price of sex toys, by distribution channel
Table 6 List of a few e-commerce players in the U.S.
Table 7 List of single-store brick & mortars in the U.S.
Table 8 List of small chain sex toy companies in the U.S.
Table 9 List of a few large chain sex toy companies in the U.S.
Table 10 List of a few sex toy distributors in the U.S.
Table 11 U.S. Sex Toys Market, by Product, 2018 - 2030 (USD Billion)
Table 12 U.S. Sex Toys Market, by Distribution Channel, 2018 - 2030 (USD Billion)
Table 13 U.S. Sex Toys Market, by Region, 2018 - 2030 (USD Billion)
LIST OF FIGURES
Fig. 1 U.S. sex toys market segmentation
Fig. 2 Market research process
Fig. 3 Information procurement
Fig. 4 Primary research pattern
Fig. 5 Market research approaches
Fig. 6 Value-chain-based sizing & forecasting
Fig. 7 QFD modeling for market share assessment
Fig. 8 Market formulation & validation
Fig. 9 Market snapshot
Fig. 10 Segment snapshot
Fig. 11 Competitive landscape snapshot
Fig. 12 U.S. sex toys market lineage outlook
Fig. 13 U.S. sex toys market: Related market outlook
Fig. 14 U.S. sex toys trends & outlook
Fig. 15 Market driver relevance analysis (Current & future impact)
Fig. 16 Market restraint relevance analysis (Current & future impact)
Fig. 17 Usage of sex toys among U.S. adults aged 18-54 years, 2019-2021
Fig. 18 Ownership of sex toys, by age
Fig. 19 Ownership of sex toys (%), by sex, 2022
Fig. 20 Popularity of sex toys (%)
Fig. 21 Expenditure on sex toys (%), 2017 & 2022
Fig. 22 Penetration & growth prospect mapping, 2022
Fig. 23 U.S. sex toys product market share analysis, (USD Billion)
Fig. 24 U.S sex toys product market: Segment dashboard
Fig. 25 Vibrators market, 2018 - 2030 (USD Billion)
Fig. 26 Sex dolls market, 2018 - 2030 (USD Billion)
Fig. 27 Dildos market, 2018 - 2030 (USD Billion)
Fig. 28 Bondage products market, 2018 - 2030 (USD Billion)
Fig. 29 Penis rings market, 2018 - 2030 (USD Billion)
Fig. 30 Anal toys market, 2018 - 2030 (USD Billion)
Fig. 31 Masturbation sleeves market, 2018 - 2030 (USD Million)
Fig. 32 Other sex toys market, 2018 - 2030 (USD Million)
Fig. 33 U.S. sex toys distribution channel market share analysis, (USD Billion)
Fig. 34 U.S. sex toys distribution channel market: Segment dashboard
Fig. 35 E-commerce market, 2018 - 2030 (USD Billion)
Fig. 36 Specialty stores market, 2018 - 2030 (USD Million)
Fig. 37 Mass merchandisers market, 2018 - 2030 (USD Billion)
Fig. 38 U.S. sex toys region market share analysis, (USD Billion)
Fig. 39 U.S. sex toys region market: Segment dashboard
Fig. 40 West sex toys market, 2018 - 2030 (USD Billion)
Fig. 41 Midwest sex toys market, 2018 - 2030 (USD Billion)
Fig. 42 Southeast sex toys market, 2018 - 2030 (USD Billion)
Fig. 43 Northeast sex toys market, 2018 - 2030 (USD Billion)
Fig. 44 Southwest sex toys market, 2018 - 2030 (USD Billion)
Fig. 45 Company categorization
Fig. 46 Company market position analysis
Fig. 47 Strategy mapping
Fig. 1 U.S. sex toys market segmentation
Fig. 2 Market research process
Fig. 3 Information procurement
Fig. 4 Primary research pattern
Fig. 5 Market research approaches
Fig. 6 Value-chain-based sizing & forecasting
Fig. 7 QFD modeling for market share assessment
Fig. 8 Market formulation & validation
Fig. 9 Market snapshot
Fig. 10 Segment snapshot
Fig. 11 Competitive landscape snapshot
Fig. 12 U.S. sex toys market lineage outlook
Fig. 13 U.S. sex toys market: Related market outlook
Fig. 14 U.S. sex toys trends & outlook
Fig. 15 Market driver relevance analysis (Current & future impact)
Fig. 16 Market restraint relevance analysis (Current & future impact)
Fig. 17 Usage of sex toys among U.S. adults aged 18-54 years, 2019-2021
Fig. 18 Ownership of sex toys, by age
Fig. 19 Ownership of sex toys (%), by sex, 2022
Fig. 20 Popularity of sex toys (%)
Fig. 21 Expenditure on sex toys (%), 2017 & 2022
Fig. 22 Penetration & growth prospect mapping, 2022
Fig. 23 U.S. sex toys product market share analysis, (USD Billion)
Fig. 24 U.S sex toys product market: Segment dashboard
Fig. 25 Vibrators market, 2018 - 2030 (USD Billion)
Fig. 26 Sex dolls market, 2018 - 2030 (USD Billion)
Fig. 27 Dildos market, 2018 - 2030 (USD Billion)
Fig. 28 Bondage products market, 2018 - 2030 (USD Billion)
Fig. 29 Penis rings market, 2018 - 2030 (USD Billion)
Fig. 30 Anal toys market, 2018 - 2030 (USD Billion)
Fig. 31 Masturbation sleeves market, 2018 - 2030 (USD Million)
Fig. 32 Other sex toys market, 2018 - 2030 (USD Million)
Fig. 33 U.S. sex toys distribution channel market share analysis, (USD Billion)
Fig. 34 U.S. sex toys distribution channel market: Segment dashboard
Fig. 35 E-commerce market, 2018 - 2030 (USD Billion)
Fig. 36 Specialty stores market, 2018 - 2030 (USD Million)
Fig. 37 Mass merchandisers market, 2018 - 2030 (USD Billion)
Fig. 38 U.S. sex toys region market share analysis, (USD Billion)
Fig. 39 U.S. sex toys region market: Segment dashboard
Fig. 40 West sex toys market, 2018 - 2030 (USD Billion)
Fig. 41 Midwest sex toys market, 2018 - 2030 (USD Billion)
Fig. 42 Southeast sex toys market, 2018 - 2030 (USD Billion)
Fig. 43 Northeast sex toys market, 2018 - 2030 (USD Billion)
Fig. 44 Southwest sex toys market, 2018 - 2030 (USD Billion)
Fig. 45 Company categorization
Fig. 46 Company market position analysis
Fig. 47 Strategy mapping
