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, 2024 - 2030
U.S. Sex Toys Market Growth & Trends
The U.S. sex toys market size is expected to reach USD 17.0 billion by 2030, growing at a CAGR of 8.19% during the forecast period, based on a new report by Grand View Research, Inc. Rising awareness and reducing stigma associated with sexual activities, due to sex-positive movements that aided to break stereotypes related to age, gender, and social construct of the population.
Market players 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. Such advancements are projected to bode well for this industry’s growth.
Growing popularity of e-commerce to buy adult products is expected to boost the U.S. market’s growth. Availability of different adult products on online platforms has boosted their demand as customers can differentiate between brands and choose products that fit their needs and desires. This has created huge competition among companies to offer quality products that meet industry standards.
COVID-19 pandemic boosted 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 Market Report Highlights
- Based on product, vibrators segment held the largest revenue share in 2023 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 opting for vibrators
- Based on distribution channel, e-commerce held the largest revenue share in 2023. This is attributed to the rising internet usage and availability of diverse product portfolios on e-commerce platforms. Anonymity in product delivery is a major benefit for customers choosing online purchases over brick-and-mortar stores, particularly when it comes to adult products
- West U.S. region held the largest revenue share in 2023, owing to the increasing spending on sex toys, especially in 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.
- U.S. sex toys industry is highly competitive with the presence of many domestic and international players. 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. Methodology and Scope
- 1.1. Market Segmentation
- 1.1.1. Product Type
- 1.1.2. Distribution Channel
- 1.1.3. Region
- 1.2. Estimates and Forecast Timeline
- 1.3. Research Methodology
- 1.3.1. Information procurement
- 1.3.2. Purchased Database
- 1.3.3. GVR's Internal Database
- 1.3.4. Secondary Sources
- 1.3.5. Primary Research
- 1.3.6. Details of Primary Research
- 1.4. Information or Data Analysis
- 1.4.1. Data Analysis Models
- 1.5. Market Formulation & Validation
- 1.5.1. Volume Price Analysis
- 1.6. List of Secondary Sources
- 1.7. List of Abbreviations
- 1.8. Research Objectives
- Chapter 2. Executive Summary
- 2.1. Market Snapshot
- 2.2. Segment Snapshot
- 2.2.1. Product Type
- 2.2.2. Distribution Channel
- 2.3. Competitive Landscape Snapshot
- Chapter 3. Market Variables, Trends, & Scope
- 3.1. Market Lineage Outlook
- 3.1.1. Parent market outlook
- 3.1.2. Related Market Outlook
- 3.1.2.1. U.S. personal lubricant market
- 3.1.2.2. U.S. condom market
- 3.2. Market Dynamics
- 3.2.1. Market Driver Analysis
- 3.2.1.1. Growing desire of the geriatric population to have an active sex life
- 3.2.1.2. Changing consumer attitude
- 3.2.1.3. Growing popularity of e-commerce
- 3.2.2. Market Restraint Analysis
- 3.2.2.1. Adverse effects due to toxic ingredients in products
- 3.2.2.2. Advertising restrictions on sexual wellness products
- 3.3. Industry Analysis Tools
- 3.3.1. Porter's Five Forces Analysis
- 3.3.2. PESTLE Analysis
- 3.3.3. Qualitative Analysis: Impact of COVID-19 on U.S. Sex Toys Market
- Chapter 4. U.S. Sex Toys Market: Product Analysis
- 4.1. U.S. Sex Toys by Product Market Share Analysis, 2023 & 2030
- 4.2. Segment Dashboard
- 4.3. Global U.S. Sex Toys Market, by Product, 2018 - 2030
- 4.4. Market Size and Forecasts and Trend Analysis, 2018 - 2030 for the Product
- 4.4.1. Vibrators
- 4.4.1.1. Vibrators market, 2018 - 2030 (USD Million)
- 4.4.2. Sex Dolls
- 4.4.2.1. Sex dolls market, 2018 - 2030 (USD Million)
- 4.4.3. Dildos
- 4.4.3.1. Dildos market, 2018 - 2030 (USD Million)
- 4.4.4. Bondage
- 4.4.4.1. Bondage market, 2018 - 2030 (USD Million)
- 4.4.5. Penis Rings
- 4.4.5.1. Penis rings market, 2018 - 2030 (USD Million)
- 4.4.6. Anal Toys
- 4.4.6.1. Anal toys market, 2018 - 2030 (USD Million)
- 4.4.7. Masturbation Sleeves
- 4.4.7.1. Masturbation sleeves market, 2018 - 2030 (USD Million)
- 4.4.8. Others
- 4.4.8.1. Others market, 2018 - 2030 (USD Million)
- 4.5. List of Major Sex Toy Brands
- Chapter 5. Distribution Channel Market: Distribution Channel Analysis
- 5.1. Distribution Channel Distribution Channel Market Share Analysis, 2023 & 2030
- 5.2. Segment Dashboard
- 5.3. Market Size and Forecasts and Trend Analysis, 2018 - 2030 for the following Distribution Channel
- 5.3.1. E-commerce
- 5.3.1.1. E-commerce market, 2018 - 2030 (USD Million)
- 5.3.2. Specialty Stores
- 5.3.2.1. Specialty stores market, 2018 - 2030 (USD Million)
- 5.3.3. Mass Merchandisers
- 5.3.3.1. Mass merchandisers market, 2018 - 2030 (USD Million)
- 5.4. Product Pricing Analysis on Various Distribution Channels
- 5.5. List of Few Players in Each Distribution Channel in the U.S.
- 5.5.1. E-Commerce
- 5.5.2. Single-Store Brick-And-Mortars
- 5.5.3. Small Chains
- 5.5.4. Large Chains
- 5.5.5. Distributors
- Chapter 6. Regional Outlook
- 6.1. U.S. Sex Toys Market by Region: Key Marketplace Takeaway
- 6.2. West
- 6.2.1. West market, 2018 - 2030(USD Million)
- 6.2.1.1. Key Dynamics
- 6.2.1.2. Regulatory framework
- 6.2.1.3. Reimbursement scenario
- 6.2.1.4. West sex toys market, 2018 - 2030 (USD Million)
- 6.3. Midwest
- 6.3.1. Key Dynamics
- 6.3.2. Regulatory framework
- 6.3.3. Reimbursement scenario
- 6.3.4. Midwest sex toys market, 2018 - 2030 (USD Million)
- 6.4. Southeast
- 6.4.1. Key Dynamics
- 6.4.2. Regulatory framework
- 6.4.3. Reimbursement Scenario
- 6.4.4. Southeast sex toys market, 2018 - 2030 (USD Million)
- 6.5. Northeast
- 6.5.1. Key Dynamics
- 6.5.2. Regulatory framework
- 6.5.3. Reimbursement scenario
- 6.5.4. Northeast sex toys market, 2018 - 2030 (USD Million)
- 6.6. Southwest
- 6.6.1. Key Dynamics
- 6.6.2. Regulatory framework
- 6.6.3. Reimbursement scenario
- 6.6.4. Southwest sex toys market, 2018 - 2030 (USD Million)
- Chapter 7. Competitive Analysis
- 7.1. Company Profiles
- 7.1.1. Reckitt Benckiser Group plc
- 7.1.1.1. Overview
- 7.1.1.2. Financial Performance
- 7.1.1.3. Service Benchmarking
- 7.1.1.4. Strategic Initiatives
- 7.1.2. Church & Dwight Co., Inc.
- 7.1.2.1. Overview
- 7.1.2.2. Financial Performance
- 7.1.2.3. Service Benchmarking
- 7.1.2.4. Strategic Initiatives
- 7.1.3. Lovehoney Group Ltd.
- 7.1.3.1. Overview
- 7.1.3.2. Financial Performance
- 7.1.3.3. Service Benchmarking
- 7.1.3.4. Strategic Initiatives
- 7.1.4. LifeStyles Healthcare Pte Ltd.
- 7.1.4.1. Overview
- 7.1.4.2. Financial Performance
- 7.1.4.3. Service Benchmarking
- 7.1.4.4. Strategic Initiatives
- 7.1.5. LELO
- 7.1.5.1. Overview
- 7.1.5.2. Financial Performance
- 7.1.5.3. Service Benchmarking
- 7.1.5.4. Strategic Initiatives
- 7.1.6. Doc Johnson Enterprises
- 7.1.6.1. Overview
- 7.1.6.2. Financial Performance
- 7.1.6.3. Service Benchmarking
- 7.1.6.4. Strategic Initiatives
- 7.1.7. Unbound
- 7.1.7.1. Overview
- 7.1.7.2. Financial Performance
- 7.1.7.3. Service Benchmarking
- 7.1.7.4. Strategic Initiatives
- 7.1.8. Tenga Co., Ltd.
- 7.1.8.1. Overview
- 7.1.8.2. Financial Performance
- 7.1.8.3. Service Benchmarking
- 7.1.8.4. Strategic Initiatives
- 7.1.9. Fun Factory
- 7.1.9.1. Overview
- 7.1.9.2. Financial Performance
- 7.1.9.3. Service Benchmarking
- 7.1.9.4. Strategic Initiatives
- 7.1.10. BMS Factory
- 7.1.10.1. Overview
- 7.1.10.2. Financial Performance
- 7.1.10.3. Service Benchmarking
- 7.1.10.4. Strategic Initiatives
- 7.1.11. PHE, Inc. (Adam & Eve)
- 7.1.11.1. Overview
- 7.1.11.2. Financial Performance
- 7.1.11.3. Service Benchmarking
- 7.1.11.4. Strategic Initiatives
- 7.1.12. California Exotic Novelties
- 7.1.12.1. Overview
- 7.1.12.2. Financial Performance
- 7.1.12.3. Service Benchmarking
- 7.1.12.4. Strategic Initiatives
- 7.1.13. Pipedream Products
- 7.1.13.1. Overview
- 7.1.13.2. Financial Performance
- 7.1.13.3. Service Benchmarking
- 7.1.13.4. Strategic Initiatives
- 7.1.14. Dame Products, Inc
- 7.1.14.1. Overview
- 7.1.14.2. Financial Performance
- 7.1.14.3. Service Benchmarking
- 7.1.14.4. Strategic Initiatives
- 7.1.15. ILF, LLC
- 7.1.15.1. Overview
- 7.1.15.2. Financial Performance
- 7.1.15.3. Service Benchmarking
- 7.1.15.4. Strategic Initiatives
- 7.2. Company Categorization
- 7.3. Company Market Position Analysis
- 7.4. Strategy Mapping
- Chapter 8. Recommendations/Key Market Insights
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