The global adult products market size was USD 37.89 billion in 2024 and is estimated to reach USD 86.81 billion by 2033, growing at a CAGR of 9.65% during the forecast period (2025–2033). The growing acceptance of adult products worldwide, fueled by greater societal openness towards sexual health and pleasure, has significantly driven the global adult products market growth. Additionally, technological advancements, like the development of app-controlled and AI-enhanced products, which are gaining traction among younger, tech-savvy consumers, are estimated to create opportunities for global market growth.
Adult products refer to items designed for use by adults to enhance sexual health, pleasure, and intimacy. These products include a wide range of items such as sex toys, lingerie, lubricants, erotic accessories, and wellness products that support sexual well-being. These products are typically intended for personal or shared use in consensual relationships and are sold through various platforms, including online retailers and specialized stores. As societal attitudes toward sexual health and wellness evolve, the demand for adult products has grown, with an emphasis on safety, discretion, and diversity to cater to various preferences and needs.
Increasing awareness of sexual health and the benefits of adult products is one of the primary factors driving market growth. Governments, NGOs, and sexual wellness advocates have amplified campaigns encouraging the use of condoms, lubricants, and other wellness products to promote safe sexual practices. For instance, WHO and UNAIDS have endorsed campaigns that emphasize the importance of protection and sexual education.
Additionally, media exposure, TV shows, and movies have helped destigmatize the use of adult products. A rise in sex-positive attitudes, particularly among millennials and Gen Z, has led to higher acceptance of sex toys and wellness products. Furthermore, companies like LELO and Durex have launched products that combine innovative design and functionality, catering to the evolving preferences of modern consumers.
Despite growing acceptance in many regions, cultural and religious norms remain significant barriers in parts of Asia, the Middle East, and Africa. These regions often have conservative views on sexuality, leading to stigma surrounding the use of adult products. Governments in some countries have strict laws prohibiting the sale or advertisement of these items, making market penetration challenging.
For example, in countries like Saudi Arabia and India, retailers face challenges such as censorship and confiscation of shipments. The societal reluctance to engage in such discussions about sexual health and wellness has also restricted growth, limiting access to educational resources that promote safe usage. Brands operating in these regions must navigate cultural sensitivities while raising awareness, a balance that is not easily achieved.
Technological advancements present significant opportunities for growth in the adult products market. Companies are increasingly incorporating smart technology into their offerings, such as Bluetooth-enabled devices, wearable products, and AI-based functionalities, enhancing the user experience. For example, products like app-controlled vibrators and smart sex toys that sync with virtual reality content offer personalized experiences.
Additionally, the rising interest in wellness encouraged brands to design multifunctional products that combine pleasure with health benefits, such as products that monitor physiological data during use. This innovation has led to a broader consumer base, particularly among tech-savvy younger generations, who are drawn to interactive and customizable options.
The global market is segmented into sex toys, contraceptives, lubricants, lingerie, wellness supplements, and others.
The contraceptives segment plays a crucial role in the global adult products market, comprising condoms, oral contraceptives, and other birth control methods. Increased awareness of sexual health, along with government campaigns promoting safe sex, has driven demand. Key players like Durex and Trojan dominate this segment, providing innovative products with enhanced comfort and effectiveness.
The global market is divided into males and females.
The male segment in the market includes sex toys, lubricants, and wellness supplements designed specifically for male consumers. Products like male masturbators, prostate massagers, and performance enhancers have gained popularity due to rising awareness about sexual well-being. Brands like Tenga and Fleshlight lead this segment, offering innovative products to cater to male preferences.
The global market is bifurcated into online and offline channels.
The offline segment of the market includes physical retail stores, adult specialty shops, and pharmacies. Despite the growth of e-commerce, many consumers still prefer purchasing from brick-and-mortar stores due to the immediacy of access and in-person assistance. This segment also caters to customers who prioritize privacy, opting for discreet shopping experiences in dedicated adult stores.
North America holds a dominant position in the global adult products market. The United States is the largest contributor, driven by increasing consumer awareness of sexual health and wellness. A survey by the American Sexual Health Association indicated that nearly 70% of U.S. adults are comfortable discussing sexual wellness, fostering a more open market environment. Additionally, the rise of e-commerce has also been pivotal, with online sales of adult products increasing by 25% from 2021 to 2022, largely due to the convenience and discretion that online shopping offers.
Moreover, major brands like LELO and Durex have expanded their product lines to include tech-driven options, catering to a growing consumer base seeking innovative solutions. Furthermore, the increasing visibility of sexual wellness in mainstream media and the influence of sex-positive influencers on platforms like Instagram and TikTok have reduced stigma, promoting discussions on the importance of sexual health. This has expanded the customer base, particularly among younger demographics aged 18 to 34, indicating strong growth potential for the region's market.
Europe holds a significant share of the global market. Countries like the United Kingdom, Germany, and France are at the forefront, driven by progressive attitudes toward sexual wellness and high disposable incomes. The UK, for instance, has seen a notable rise in sex toy sales, with an increase of 40% in online purchases from 2019 to 2022; known for its strong retail and e-commerce sectors, it has established dedicated adult product outlets such as Orion, which reported a steady increase in sales during the same period.
Additionally, online platforms like Lovehoney have played a pivotal role in expanding access, particularly among younger consumers. Furthermore, the growing acceptance of sex education in schools and government initiatives promoting safe sexual practices have further supported market growth. While Western Europe leads in market penetration, countries in Eastern Europe are slowly catching up due to increasing openness and improved access to e-commerce platforms.
Well structured, the insights they shared with us were very helpful and reliable. Their timely assistance make their services invaluable to us. I would highly recommend them and would definitely use them again in the future if needed.
VP of a Automotive division in Germany
The report sent to us was on the point, and its information was quite extensive, well structured, and well researched. More importantly what we valued was your response time and professionalism. As a leading global consulting firm, our clients expect high quality deliverables in short periods of time, so a reliable research partner is essential. For the price that you have charged the quality of your services were exceptional. We look forward to continue our relationship with your team on future engagements
Product Manager at US based Manufacturer
Coherent, high-quality, thoroughly-researched reports. We received a very quick response to all our queries which eventually expedited the entire process
Marketing Manager at a pharma company in Belgium
