U.S. Sex Toys Market Size To Reach $17.11 Billion By 2030

U.S. Sex Toys Market Growth & Trends

The global U.S. sex toys market size is expected to reach USD 17.11 billion by 2030, registering a CAGR of 8.38% from 2025 to 2030, according to 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.

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U.S. Sex Toys Market Report Highlights

• Based on product, the vibrators segment dominated the market with a revenue share of 22.84% in 2024 and expected to witness fastest CAGR during the forecast period.

• Based on distribution channel, the e-commerce segment dominated the market with a revenue share of 57.00% in 2024 and is expected to grow at the fastest CAGR during the forecast period.

• The West region dominated the market with a revenue share of 24.21% in 2024 and is expected to have the fastest CAGR during the forecast period.

• 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.

U.S. Sex Toys Market Segmentation

Grand View Research has segmented the U.S. sex toys market on the basis of on product, distribution channel, and region:

U.S. Sex Toys Product Outlook (Revenue, USD Million, 2018 - 2030)

• Vibrators

• Sex Dolls

• Dildos

• Bondage

• Penis Rings

• Anal Toys

• Masturbation Sleeve

• Others

U.S. Sex Toys Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

• E-commerce

  • Specialty Platforms

  • Online Portals of Mass Merchandizers

• Specialty Stores

• Mass Merchandizers

U.S. Sex Toys Region Outlook (Revenue, USD Million, 2018 - 2030)

• West

• Midwest

• Southeast

• Northeast

• Southwest

List of Key Players in the U.S. Sex Toys Market

• Reckitt Benckiser Group plc

• Church & Dwight Co., Inc.

• Lovehoney Group Ltd.

• LifeStyles Healthcare Pte Ltd.

• LELO

• Doc Johnson Enterprises

• Unbound

• Tenga Co., Ltd.

• Fun Factory

• BMS Factory

• PHE, Inc. (Adam & Eve)

• California Exotic Novelties

• Pipedream Products

• Dame Products, Inc

• ILF, LLC