Sex toys. Chances are, if you haven’t tried one, you’ve thought about it or maybe even stumbled across a few while shopping online for something much more innocent—like a new desk lamp. (Thanks, targeted ads!) But what was once tucked away in the back of adult shops has now become a $30 billion global industry, making it clear that pleasure is no longer a secret affair. In fact, sex toys are having quite the glow-up, and the numbers prove it.
Size Matters (Market Size, That Is)
The global sex toy market hit the $30 billion mark recently and is set to double by 2030, with no sign of slowing down. If you’re thinking, “That’s a lot of vibrators,” you’d be right—but it’s also a lot of everything else. From high-tech, app-controlled devices to old-school classics like dildos and anal plugs, there’s something for everyone in the world of sexual wellness.
In the North American and European markets, people have really embraced the ‘treat yo’ self’ mentality, and Asia-Pacific markets are catching up fast, spurred by changing cultural norms and bigger disposable incomes. What’s behind this boom? Well, the pandemic certainly helped by forcing us all inside (if you know what I mean), but beyond that, changing attitudes about sexual wellness and self-care have brought the industry out of the shadows and into the mainstream.
Who’s Buying What?
Now that sex toys are less hush-hush, it’s time to look at the people behind the purchases. Unsurprisingly, young adults lead the charge. Millennials and Gen Z have shed any remaining puritanical shame and fully embraced the pleasure revolution. The 18-34 age group is responsible for most sex toy purchases, with men and women being almost equally interested.
And let’s clear something up: while women dominate certain categories like vibrators and clitoral toys (because, duh), men are stepping up their game too. Male sex toys are on the rise, and products aimed at men—like strokers and prostate massagers—are quickly becoming bestsellers. Couples are also getting in on the action as more and more people are incorporating toys into their sex lives. In fact, nearly half of all men and women aged 18-60 have used a sex toy at least once.
The New High-Tech Playground
In the age of smart everything, sex toys are no exception. The hottest trend right now is the app-controlled toy. Imagine controlling your partner’s vibrator from across the room—or across the globe. Long-distance relationships? No problem. With a swipe of your smartphone, intimacy just got a whole lot more interactive.
Then there’s the rise of AI in sex toys, which, while sounding a bit like a late-night cable sci-fi plot, is actually a thing. These smart devices can learn your preferences and adjust settings accordingly. Think of it as a personal trainer, but way more fun. Sales of AI-integrated toys spiked 25 percent last year alone. And let’s not forget about augmented reality (AR) and virtual reality (VR). Some startups are betting big on virtual and augmented reality to deliver immersive, personalized sexual experiences. Welcome to the future, where getting off is a high-tech, personalized, and interactive digital adventure.
Fakes, Flops, and the Fight Against Counterfeits
Of course, no booming industry is safe from knock-offs, and sex toys are no exception. Roughly 30 percent of products sold online are counterfeits, which is bad news for your health and your wallet. These cheap imitations often skimp on the body-safe materials required for, you know, the body. The lesson here is if the deal seems too good to be true, you’re probably about to have a very un-fun experience.
E-Commerce: Discretion Wins
You can thank the internet for helping sex toys go mainstream. Online shopping has revolutionized the industry, allowing people to browse in privacy without the awkwardness of bumping into their neighbor while holding a double-ended dildo. During the pandemic, e-commerce sales exploded, with a huge chunk of the population (over 70 percent in the U.S. alone) now buying their toys online. Anonymity? Check. Huge variety? Check. More time to read reviews about how that one toy changed someone’s life? You bet.
Gender, Inclusivity, and Breaking the Binary
Another big shift in the industry is the push to include all folx, no matter how they identify. Gender-neutral and non-binary-focused products are gaining traction, reflecting society’s broader move towards inclusivity. And this isn’t just a trend; it’s a shift in how we think about pleasure and who gets to be involved in that conversation. Your gender identity doesn’t have to limit the sex toy options available to you—and the sex toy market is evolving to cater to all bodies and every identity.
The sex toy market is set to hit $80 billion by 2030, and with innovations in teledildonics (yes, that’s a word), wearable tech, and even eco-friendly toys, the future is looking pretty sexy. Sex toy companies are increasingly focusing on wellness and sustainability, with biodegradable materials and products that look like they belong in a (very specific) art gallery.
The industry has gone from a behind-closed-doors affair to a cultural phenomenon, and it’s not slowing down anytime soon. Whether you’re a seasoned shopper or just dipping your toe in, one thing’s clear: the pleasure revolution is here to stay, and it’s more fun than ever.
