How Much is the Sex Toy Industry Worth?

If someone told you the global sex toy market was worth more than the entire fitness tracker industry, would you believe them? Most people don’t realize just how massive – and fast-growing – this space has become.

So we reached out to someone who actually knows: Jess Weaver, a product manager and a marketing guru at EdenFantasys, a company that has been in the sex toy business for over 22 years. According to EdenFantasys, the industry’s value is growing faster than most outsiders realize – and what’s more important, it’s evolving in a way that reflects real shifts in how people think about sex, intimacy, and wellness.

“People aren’t just buying vibrators anymore,” Jess told us. “They’re buying connection, confidence, curiosity. The numbers are growing because people are finally talking about this stuff out loud – and realizing it’s not weird. It’s normal.”

Let’s dig into the numbers, what’s driving this supermassive growth, and where the market’s heading by 2030.

What the Industry Looks Like Today

Let’s see what the current value of the sex toy industry is.

• In 2024, the global sex toy market was valued at around USD 37.8 billion. (EmergenResearch)
• By the end of 2025, this business is projected to grow to roughly USD 41.9 billion(with continued annual growth of around 9%). 
• Projections for 2030(from different sources) land between USD 70 and 90 billion, depending on category definitions and regional factors. (GrandViewResearch, Statista, Finance Yahoo)
  

This isn’t a blip. It’s sustained, multi‑billion‑dollar growth. And it’s not just coming from one part of the world – markets in Asia-Pacific, North America, and parts of Europe are all driving the momentum in different ways.

What’s Fueling This Market Boom?

Jess sees it every day: more people are shopping, talking, and exploring. Here’s why.

1. Sexual Wellness = Mainstream Wellness

Sex toys are no longer fringe. They’re showing up in gift guides, major retail stores, and influencer content – and not just as novelties. They’re tools for self-knowledge, confidence, and relationship health.

“The idea that sex toys are for ‘other people’ is fading fast,” Jess says. “Now it’s: ‘Why haven’t we tried this already?’”

2. The Rise of E-Commerce

People love privacy. Online platforms like EdenFantasys have made it easy to shop with discretion, speed, and no awkward in-person checkout. Post-COVID, this shift exploded – and it’s not slowing down.

3. Tech-Driven Pleasure

App control, custom vibration patterns, Bluetooth sync, even toys that respond to your movements in real time – these aren’t gimmicks anymore. They’re differentiators. And consumers are willing to pay more for that.

4. Diversity of Products and People

Design is finally catching up to reality. Sex toys cater to more bodies, genders, orientations, and physical abilities(that’s a huge plus). More options = more buyers.

So… How Big Will It Get by 2030?

Projections estimate the global sex toy market will hit USD 70 – 90 billion by 2030. That’s not just possible – it’s probable, assuming current growth continues.

A few specifics:

• EmergenResearch projects the market will hit USD 88.5 billion by 2034
• ResearchAndMarkets sees a CAGR of around 10.9% between 2025 and 2030
• Smart and premium product segments are expected to grow the fastest

Jess is confident the momentum will keep building:

“This isn’t a phase,” she told us. “What we’re seeing is a culture shift. People want better intimacy, more honest conversations, and products that support that. We’re just at the beginning of what this industry can do.”

Where Are the Opportunities – and the Risks?

There’s no doubt the sex toy industry is booming, but that doesn’t mean it’s all smooth sailing. Depending on who you are, the opportunities – and the challenges – look a little different.

For shoppers – it’s a great time! Adult toys are being made with more care than ever: safer materials, smarter tech, and designs that consider different body types, identities, etc. 

For brands, the pressure is on. It’s not enough to sell a good product – you need to stand out, stay honest, and genuinely connect with a wide and diverse customer base. People can smell fake or outdated marketing a mile away.

For the industry as a whole, the growth is real. But…a few curveballs could shake things up. Social media and platform censorship can silence brands in certain regions. When the market is already saturated, standing still is not the best option. Companies have to fight and keep evolving to stay in the game (this is part of the process).

Why the Numbers Actually Matter

The reason people care about how much the sex toy industry is worth isn’t just curiosity – it’s cultural. This kind of growth tells us something deeper: that the conversation around sex is changing. That silence is being replaced with curiosity. That pleasure is no longer a punchline or a luxury – it’s part of wellness, health, and identity.

It’s not about selling more vibrators – it is about giving people permission to feel good about their bodies. The money follows the shift in mindset.

So, how much is the sex toy industry worth? More than you think. And it’s just getting started.