The sex toy market size is expected to reach $80.7 billion by 2030, driven by women’s awareness and e-commerce driving growth.

As people around the world pay increasing attention to the quality of sexual life and personalized needs, the adult sex toy market has ushered in unprecedented development opportunities. According to the “2024 Adult Sex Toy Market Insight Report” released by Dashu Cross-border, the adult sex toy market is growing at an alarming rate. The global market size is expected to grow from approximately US$27.17 billion to US$52.7 billion between 2019 and 2026, and is expected to reach US$80.7 billion by 2030. According to data from Business Research, the global sex toy market is expected to grow at a CAGR of 8.2% between 2021 and 2031.

E-commerce platforms have become the main channel for consumers to purchase sex toys. Data shows that online channels will account for 63.09% of the global sex toy market share in 2022. In addition, online sales of sex toys are expected to grow at a CAGR of 12.45% from 2022 to 2027, and the market size is expected to reach approximately $13.4 billion.

It is understood that JD.com is a large-scale GMV e-commerce platform in the global pornography and adult market. In 2023, the platform generated approximately US$10.3652 billion in GMV for adult products. Taobao and Amazon rank second in Asia and Taiwan, with GMV of US$5.5041 billion and US$1.4314 billion respectively.

In terms of consumer groups, young people aged 27 to 42 are the main consumers of sex toys. Taking the United States as an example, approximately 86% of adults in this age group own at least one sex toy. In addition, female consumers dominate the sex toy market, with the female market share reaching 59.56% in 2022, and is expected to continue growing at a CAGR of 6.8% from 2023 to 2030.

Vibrators are the most popular sex toy category among consumers, with about 47% of Americans reporting that they own such products. In terms of purchasing channels, adult product websites have become the top choice for consumers, with about 55% choosing these websites to make their purchases.

The survey shows that one of the main reasons why about 24% of consumers do not buy sex toys is because they are embarrassed to own such products. In addition, religious and political factors also affect consumer purchases. 60% of Millennials say they would be more likely to buy a sex toy brand if it offered discreet and anonymous packaging.

North America and Europe are the two major regions of the adult sex toys market. The North American market is expected to grow at a CAGR of 7.91%, and the market size will reach US$20 billion by 2030. The European market is also showing strong growth momentum, and the market size is expected to reach US$16.4 billion by 2030.

Data show that the awakening of female consciousness is expanding the sex toy market, and more and more female consumers are beginning to accept the consumption concept of “pleasure themselves”, which is driving the market growth rapidly, and the development of e-commerce platforms provides convenient access to sales channels for sex toy products to meet people’s emphasis on privacy protection, thereby driving the growth of the market.

China occupies an important position in the global adult sex toy market, with 70% of the world’s adult products manufactured in China. Chinese vendors rely on their strong manufacturing and supply chain advantages, as well as their innovation capabilities in technological fields such as smart hardware and the Internet of Things, to provide consumers around the world with high-quality products at very competitive prices.

Although the market has broad prospects, the adult sex toy market also faces some challenges, including market awareness issues, regulatory restrictions, marketing restrictions, and product quality and design issues. To cope with these challenges, companies need to continuously innovate their product types, emphasize brand identity, and pay attention to environmental protection and product safety.