• The global sexual wellness market is projected to reach a value of $54.8 billion by 2031, showcasing significant growth.
  • This reflects a substantial increase from $30.0 billion in 2022, indicating a positive market trend.
  • The compound annual growth rate (CAGR) during the forecast period from 2023 to 2031 is estimated to be 7.15%, signifying a steady and promising growth trajectory.

Source: AstuteAnalytica India Pvt. Ltd. (April 2023)

Data from Research and Markets paints a broader picture.

A July 2023 report projects that the global sexual wellness market size is projected to increase its value from $35.22 billion in 2022 to a remarkable $54.2 billion by 2028, experiencing a steady Compound Annual Growth Rate (CAGR) of 7.45%.

To maintain a competitive edge, manufacturers must adopt effective promotional strategies that effectively showcase their products, elevate brand visibility, and draw the attention of potential customers. Notably, extensive promotions of condoms and other sexual wellness products have enabled both government entities and vendors to effectively reach populations, particularly in the South region, which bears a significant burden of HIV/STI infections and unmet contraceptive needs.

Vendors are anticipated to leverage a variety of marketing and promotional channels, with social media poised to yield the most impactful results. Across the sexual wellness market, media platforms are extensively employed by vendors for a multitude of marketing purposes, encompassing community engagement, advertisements, and social media campaigns.

By embracing promotions through mass media avenues and comprehending shifts in demographics and behaviour, vendors can successfully connect with diverse audiences. Tailoring promotional initiatives toward younger demographics in all regions, while focusing on social norms, beliefs, and condom usage behavior, is expected to substantially amplify the sales and distribution of sexual wellness products within the market.

What Is Driving Growth?

  • The decreased stigma around sexual activity; the rise of sex-positive and body-positive movements
  • A growing global population
  • Increase in acceptance of sexual minorities (LGBTQ, non-binary, gender diverse)
  • Growing STD rate
  • Tech advances
  • The ability to shop online makes buying sex toys easier

Sex Toys – Product Segment Leader

The global sexual wellness market product segments:  Sex Toys, Female Contraceptives, Male Condoms, Lubricants & Sprays and Other Products. 

Sex toys led the sexual wellness market in the US, with a 50% market share in 2019.

Distribution channels: Online Stores, Specialty Stores, Drug Stores, Specialty Care Settings and Supermarkets & Hypermarkets.

Source: AstuteAnalytica India Pvt. Ltd. (April 2023)

Regions: North America, Europe, Asia Pacific, South America, Middle East & Africa (MEA)

  • North America dominates with a 34% revenue share
  • Asia Pacific is considered the strongest and fastest-growing sexual wellness market with 30% revenue share. 
  • Asia Pacific is projected to match North America in revenue by 2031.

Market Segments by Gender

  • 50% Men
  • 37.5% Women
  • 12.5% LGBT

Women segment is expected to show significant growth. Factors:

  • Rise in the number of working women
  • Promotion of sex education
  • Emphasis on gender neutrality
  • Increasing awareness surrounding sexual health

Notable Trends

  • Beauty, Wellness, Home & LifeStyle. Online retailers like Sephora and Chapters Indigo are embracing sexual wellness and pleasure products. (In the ‘90s, and early 2000s, more common to see gag/gift stores or adult novelty shops)
  • Medical vibrating or sexual health devices – on sale at Shoppers Drug Mart, sex toy companies demonstrating sexual health benefits and promoting as sexual aids backed by scientific research
  • More gender-neutral form factors, though often targeted for vulva pleasure and related consumers
  • Remote sex experiences for long-distance couples, singles cruising online, or intimate experiences with cam models
  • Interactive adult entertainment integrates haptic sex toys with streaming, 2D porn, VR porn, virtual sex games, erotic audio (male, female, and LBGTQ markets)