Who Buys Sex Toys?
The question “Who buys sex toys?” has become easier to answer as the global market continues to grow rapidly. According to recent industry reports, the global sex toy market was valued at over $35 billion in 2024 and is expected to keep expanding steadily. This growth reflects a clear shift in consumer behavior, where purchasing sex toys is no longer considered unusual but part of a broader focus on personal wellness and self-care.
Women make up a large share of sex toy buyers, with some surveys suggesting they account for nearly 60–70% of total purchases. For example, products like vibrators and wellness devices are often marketed as tools for stress relief and body awareness. Brands such as Womanizer and Lelo have built strong female customer bases by focusing on design, safety, and comfort. This shows how the market has moved from taboo to empowerment and self-care.
Men are also increasingly active in this space, contributing to a fast-growing segment of the market. Data from online retailers indicates that male-focused products, such as strokers and prostate massagers, have seen double-digit growth year over year. For instance, platforms like Lovehoney report that male customer purchases have increased significantly since 2020, especially as conversations around male sexual health become more open.
Couples represent another important group of buyers, often purchasing products designed to enhance shared experiences. Studies show that around 40% of couples have used a sex toy together at least once. Products such as couples’ vibrators or remote-controlled devices are popular examples, helping partners explore intimacy in new ways while improving communication and satisfaction in relationships.
Age diversity is another key factor, with buyers ranging from young adults to seniors. Millennials and Gen Z lead in online purchases, with over 50% discovering products through social media platforms like TikTok or Instagram. At the same time, adults aged 45 and older are increasingly buying products aimed at comfort and sexual health, such as lubricants or devices designed for menopause-related changes, showing that interest spans across life stages.
Online shopping has played a major role in making sex toys more accessible and widely accepted. Around 70% of purchases now happen through e-commerce platforms, where users benefit from discreet packaging, detailed reviews, and educational content. For example, major online retailers often include guides and FAQs, helping first-time buyers feel more confident and informed before making a purchase.
Changing social attitudes have also contributed to the growth of this market. Surveys show that more than 75% of adults in Western countries now view sex toys as a normal part of adult life. Media coverage, influencer discussions, and even healthcare professionals have helped normalize the conversation, making it easier for people to explore products without stigma or embarrassment.
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