Sex toy market in the United States – statistics & facts

The usage and ownership of sex toys have become much more common in recent years for both male and female consumers. Due to the variety of products offered and their growing popularity, sex toys are expected to become a booming market all around the globe, with a global market size of about 34 billion U.S. dollars in 2021. Forecasts show that this value might add up to as much as 81 billion U.S. dollars by 2030.

Asia Pacific is currently the region with the largest share of the market, followed by Europe and North America in joint second. The United States alone accounts for approximately 11 billion U.S. dollars in market size. Here, the number of sex toy owners has remarkably increased over a span of only five years, amounting to over 163 million owners as of 2022, of which the greater part are women. Although most Americans still think that sex toys are taboo, these products are expected to become more and more popular among consumers, especially younger generations.

Attitudes towards sex toys

Sex toys appear to be generally more common among younger consumers. Millennials are also the most interested in online purchases of such products. Online channels are indeed one of the most popular, with over 32 percent of U.S. shoppers having purchased sexual wellness items there, and around 50 percent of them stating that they would buy sex toys online again in 2022. That same year, the average spending on sex toys amounted to 100 U.S. dollars or more for 40 percent of buyers in the United States.

Leading sex toys in the U.S.

The sex toy market includes a vast selection of products, ranging from vibrators and dildos to BDSM equipment and lubricants. In the United States, the most popular sex toys were vibrators and anal toys, especially among women, with 55 percent of women who have at least one sex toy owning a vibrator. In 2021, dildos and vibrators also held the largest market shares of the U.S. sexual wellness devices market, at about 20 percent each. In 2022, Shockwave, bullet vibrators, and anal vibrators were reported to be the most desired types of vibrators in the North American country.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Dec 18, 2023

Key insights

Size of the sex toy market worldwide
34bn USD
Online market share of the global sexual wellness devices market
64%
North America's share of the global sexual wellness devices market
28%
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Size of the sex toy market worldwide from 2016 to 2030 (in billion U.S. dollars)

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