Authored By: Sarah
24 Jun 2024

 Sex Toys Market in Europe Size to grow by USD 6.04 billion between 2024-2028

According to a research report “ Sex Toys Market in Europe” by Distribution Channel (Online, Offline) Product (Adult vibrators, Dildos, Erection rings, Sex dolls and others) Geography (Europe)- Global Forecast to 2028 published by Technavio, the market size is estimated to grow by USD 6.04 billion, at a CAGR of  10.58% during the forecast period. In Europe, the sex toys market is experiencing significant growth due to heightened focus on sexual wellbeing and evolving user attitudes. The region's increasing Internet connectivity and smartphone penetration are key catalysts, enabling expanded awareness and access to a diverse range of products, including vibrators and dildos. According to OECD data, Finland, Denmark, Latvia, Poland, and the Netherlands reported fixed broadband subscription growth of 0.89%, 0.91%, 1.01%, 0.87%, and 0.66%, respectively, from June 2020 to June 2021. This digital expansion is essential for fostering market expansion and customer engagement within the European sex toys sector.

Browse market data tables, figures, and in-depth TOC on “Sex Toys Market in Europe” by Distribution Channel (Online, Offline) Product (Adult vibrators, Dildos, Erection rings, Sex dolls and others) Geography (Europe) Global Forecast to 2028. Download Free Sample


By Distribution Channel, the Online segment is projected to dominate the market size in 2024

In Europe's sex toys market, vendors cater to diverse consumer needs through a variety of adult vibrators. These offerings encompass internal, external, and dual-purpose models, with some designed for couples. Therapists endorse vibrators for individuals, particularly women, to address orgasmic challenges. Competitive differentiation is achieved through advanced technology, product types, sizes, shapes, and innovative packaging. Market leaders prioritize the development of technologically superior and diverse adult vibrator products to secure substantial revenues.

By Product, Adult vibrators  segment is expected to hold the largest market size for the year 2024

In Europe's sex toys market, e-commerce platforms dominate, providing consumers with a vast selection from both local and international vendors. The surge in vendors is attributed to Europe's increasing Internet penetration and smartphone adoption. Key players, such as Kandid London Ltd.,, and Feelunique International Ltd., have experienced substantial growth in online sales, making online distribution channels the preferred choice for consumers in various European countries.

Europe is forecasted to hold the largest market size by region in 2024

In Europe's Sex Toys Market, there is a discernible trend towards more open and liberal attitudes towards sexuality. This shift is reflected in the growing demand for advanced, high-performance sex toys as part of self-care and pleasure-seeking activities. Innovative features such as app-controlled vibrators, virtual reality-enabled toys, and customizable settings are driving consumer interest. Companies catering to diverse preferences, orientations, and interests are particularly successful in attracting a broad customer base.

The Sex Toys Market in Europe growth and forecasting report also includes detailed analyses of the competitive landscape of the market growth and forecasting and information about 20 market companies, including:

  • Beate Uhse Group BV
  • BMS Factory
  • Church and Dwight Co. Inc.
  • Doc Johnson Enterprises
  • Hot Octopuss Ltd.
  • HYTTO PTE. Ltd.
  • LELOi AB
  • LifeStyles Healthcare Pte. Ltd.
  • Lovehoney Group Ltd.
  • Luvu Brands Inc.
  • ORION Versand GmbH and Co. KG
  • Pipedream Products LLC
  • Reckitt Benckiser Group Plc
  • Rocks Off Ltd.
  • Suzon and Monte
  • TENGA Co. Ltd.
  • WOW Tech International GmbH
  • Yspot srl

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Research Analysis Overview

In Europe, the sex toys market has experienced significant growth, particularly during lockdown periods. This market caters to the needs of both females and males, offering a wide range of products. Among these, e-stimulators have gained popularity for their ability to alleviate hormonal imbalances and vaginal dryness in females, as well as for their medical uses. The market also includes vibrators, a versatile sex gadget that offers pleasure in bed and serves multiple purposes, including sexual stimulation and pleasure enhancement. BDSM gear, erotic play props, rubber vaginas, penis rings, anal sex toys, dildos, lubrication products, and various other sexual aids are also part of this market. These devices, designed for sexual health and well-being, cater to various genders and sexual preferences. They serve not only for pleasure but also for medical uses, addressing gynecological issues and sexual dysfunctions. In summary, the European sex toys market offers a diverse range of products, catering to various needs and preferences, enhancing sexual experiences for individuals and their partners.

Market Research Overview

In the first quarter of 2020, the European sex toys market experienced significant growth, with an increase in sales of various products such as PVC jelly plastics, Trimethyltin chloride-free vibrators, e-stimulators, and BDSM gear. This trend was observed across all age groups and genders, including the LGBTQ community, who have seen increased acceptance and involvement in social media. Novelty adult items, such as Womanizer's latest releases, have been popular among women seeking pleasure enhancement and alleviation of hormonal imbalances or vaginal dryness. Men and females have also shown interest in anal sex toys, dildos, penis rings, and lubrication products for multiple purposes, including sexual health and medical uses. E-commerce channels have been instrumental in the growth of the sex toy market in Europe, with lockdown efforts driving more sales. Key product categories include vibrators, erotic play props, rubber vaginas, and sinful sex gadgets like e-stimulators. These devices cater to various sexual dysfunctions and provide pleasure in bed for individuals seeking sexual stimulation and satisfaction.


Technavio Research
Jesse Maida
Media & Marketing Executive
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UK: +44 203 893 3200

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