Europe Sex Toys Market Size, Share & Industry Analysis, By Type (Vibrators, Dildos, Sleeves, Sex Dolls, and Others), By End-User (Women, Men, and LGBT Community), By Distribution Channel (E-commerce/Online and Retail Outlets/Offline), and Regional Forecast, 2025-2032

The Europe sex toys market size was valued at USD 9.40 billion in 2024. The market is projected to grow from USD 10.27 billion in 2025 to USD 20.33 billion by 2032, exhibiting a CAGR of 10.25% during the forecast period.

Social attitude toward maintaining sexual health and increasing number of youngsters actively embracing themes of body positivity, inclusivity, and consent culture are encouraging the purchases of sexual wellness products across Europe. In addition, the rising adoption of online shopping for personal care goods is favoring the European market growth. Across Europe, premium and wellness-oriented brands benefit from high profit margins obtained from the sales of premium-priced products. In contrast, low-priced product providers often struggle with safety perception and regulatory compliance. 

Key companies operating in the European market include LELOi AB, Lovehoney Group Ltd., Fun Factory GmbH, BMS Factory Ltd., and WOW Tech Group. These companies focus on producing technology-enabled devices of premium designs to expand their business presence across Europe.

MARKET DYNAMICS

MARKET DRIVERS

Consistent Manufacturers’ Technology Integration and Premium Product Innovations to Drive Product Demand

The manufacturing companies offer technologically innovative solutions to enhance consumers’ experience of intimacy and wellness. The products paired with smart devices through app-controlled interfaces, personalization features, and device connectivity are elevating the sexual wellness activities of consumers, driving the European sex toys market growth. In addition, shifting consumers’ preference toward using tech-enabled, premium-priced products are strengthening the future Europe sex toys market growth.

MARKET RESTRAINTS

Increasing Consumers’ Accessibility to Counterfeit Goods to Restrain Market Growth

Increasing consumers’ accessibility to low-quality and counterfeit products is expected to negatively impact consumers’ trust in buying such products, restraining the European market growth. In addition, the growing number of unorganized manufacturers offering products with false claims of standard product safety testing and hygiene regulations is hampering the European market development. 

MARKET OPPORTUNITIES

Rising Demand for Customized and Body-Inclusive Toys to Create Newer Growth Opportunities

Rising demand for products reflecting diverse identities, preferences, and physical needs, and consistent European brands’ provision of customized sexual wellness products, is creating newer market growth opportunities. In addition, increasing awareness regarding the availability of custom design-based wellness products among gender-biased consumers is favoring market growth. 

MARKET CHALLENGES

Uncertain Supply Chain Costs to Challenge Market Expansion

Supply chain issues, including uncertain raw material prices and transportation delays, are significantly posing challenges to the key players in their international business operational activities. In addition, European manufacturers’ heavy reliance on importing medical-grade silicones, electrical components, and specialized tools for the production of wellness products is posing challenges to the key players’ business profitability growth. 

EUROPE SEX TOYS MARKET TRENDS 

Rising Adoption of Home-Use and Wearable Pelvic Health Devices to Augment Market Growth

The rising adoption of wearable pelvic health monitoring devices equipped with electric or stimulation-based solutions and biofeedback monitoring is augmenting the European market growth. Furthermore, increasing demand for consultation from the pelvic health trainers for better sexual health is strengthening the market growth across the region. 

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Segmentation Analysis

By Type 

Vibrators Segment Leads the Market Due to their Wider Adoption among All Gender Groups

By type, the market is segmented into vibrators, dildos, sleeves, sex dolls, and others. 

The vibrators segment accounted a leading European sex toys market share of 46.99% in 2024. The segment’s leading share is attributed to the wider adoption of vibrators among all European gender groups. These products also provide enhanced therapeutic benefits and can be connected with an app for real-time health monitoring. Consistent manufacturers’ production of vibrators of premium designs and consistent product launches with sophisticated marketing campaigns to strengthen the segmental revenue growth across Europe. 

The sex dolls segment is projected to grow at the fastest rate of 11.86% during 2025-2032. The fastest growth of the sex dolls segment is attributed to the rising demand for premium, customizable silicone-based sex dolls for better sleep, increased satisfaction, and a confidence boost. In addition, technology innovations in the development of dolls made of skin-feel materials, customized body traits, and other features are favoring the segment’s growth.

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By End-User 

Greater Awareness about Maintaining Sexual Health Led to the Dominance of the Women Segment 

Based on end-user, the market is segmented into women, men, and LGBT community. 

The women's segment exhibited a leading share of 48.15% in 2024. Greater awareness about maintaining sexual health, empowerment, and body positivity among women is mainly generating a significant share of the women's segment. Furthermore, the rising adoption of online shopping for personal care goods is accelerating women's segmental growth.

The LGBT community segment is projected to grow at the fastest rate of 11.45% during 2025-2032. The segment’s fastest growth is attributed to the increasing European gender-biased consumers’ adoption of sexual wellness products of diverse sexual orientations. Furthermore, the rising number of brands offering gender-neutral and gender-identity-affirming products catering to specialized consumers’ sexual wellness needs is driving the segment’s growth.

By Distribution Channel

High Online Purchases of Sexual Toys to Maintain Privacy Propelled the Leading Position of E-Commerce/Online Channels Segment

Based on the distribution channel, the market is bifurcated into e-commerce/online and retail outlets/offline. 

The e-commerce/online segment exhibited a leading European market share of 64.09% in 2024. The segment’s leading share is attributed to the higher consumers’ preference for online shopping of anal toys to maintain the privacy of product purchase with better convenience and discreet purchasing. Furthermore, the rising adoption of online shopping of personal care goods is accelerating the segmental revenue growth at the fastest rate of 11.01% during 2025-2032. 

Better pharmacy stores’ provision of personalized consultation and hands-on experience of product purchase is mainly generating product sales from the retail outlets/offline segment. Furthermore, the growing infrastructural facilities related to supermarkets and pharmacy stores are positively contributing to the segmental revenue growth across Europe. 

Europe Sex Toys Market Regional Outlook

By country, the European market is categorized into Germany, France, Italy, Spain, the U.K., Russia, and the Rest of Europe.

Germany

The German market size reached USD 2.09 billion in 2024. Greater consumers’ accessibility to sexual wellness products and a high number of online shoppers buying products for privacy are significantly generating market growth opportunities across Germany. In addition, rising demand for the wellness-oriented, body-safe products, coupled with increasing normalization of self-pleasure and intimacy, is generating significant product revenue growth across the country. 

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U.K.

The U.K. exhibited a second leading position in the European market in 2024. Broader retail footprint and greater online shopping adoption are mainly generating considerable product revenues across the U.K. In addition, rising demand for app-connected smart devices with real-time monitoring features, enabling consumers to understand their sexual health, is accelerating U.K. market growth. 

Increasing manufacturers’ provision of premium-priced branded products, coupled with expanding retail infrastructural facilities, is driving market growth across Spain, Italy, and France. The Russian market is projected to grow at a fastest rate of 12.77% during 2025-2032. The rising number of married couples and increasing awareness regarding the availability of a variety of sexual wellness toys are accelerating market growth across Russia and the rest of European countries. 

COMPETITIVE LANDSCAPE

Key Industry Players

Consistent New Product Launches and Retail Partnerships to Help Key Players Maintain Their Market Positions

Key players operating in the European market include LELOi AB, Lovehoney Group Ltd., Fun Factory GmbH, BMS Factory Ltd., and WOW Tech Group. These players focus on launching vibrating and other innovative technology-based products to broaden their wellness product portfolio and maintain market positions. In addition, they establish partnership with retailers to increase their product reach across the Europe. For instance, in 2022, Lovehoney Group Ltd. partnered with Tesco to enable shoppers access its six Lovehoney sex toys and lubricant through Tesco’s supermarket stores located across U.K.

LIST OF KEY EUROPE SEX TOYS COMPANIES PROFILED

• LELOi AB (Sweden)
• Lovehoney Group Ltd. (U.K.)
• Fun Factory GmbH (Germany)
• BMS Factory Ltd. (Canada)
• WOW Tech Group (Germany)
• TENGA Co., Ltd. (Japan)
• Lifestyles Healthcare Pte. Ltd. (Singapore)
• Reckitt Benckiser Group plc. (U.K.)
• Doc Johnson Enterprises (U.S.)
• Beate Uhse Group B.V. (Netherlands)

KEY INDUSTRY DEVELOPMENTS

• July 2025: Harry Styles expanded its lifestyle brand with the launch of sex toys line in the U.K. market. The line includes various products including double-sides vibrators and silicone-based lubricant.
• July 2024: Triple A Group acquired FUN FACTORY, a German manufacturer of sex toys to broaden its presence in the premium category of products across Europe. 

REPORT COVERAGE 

The Europe sex toys market analysis provides an in-depth study of market insights, size, and forecast by all the market segments included in the report. In addition, the report on the sex toys market outlooks market dynamics and market trends expected to drive the market in the forecast period. The Sex Toys market research report also encompasses a detailed European and country-level market information. 

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Report Scope & Segmentation