The market size of sex toys in China has been steadily increasing, reaching 168.53 billion yuan in 2022. The sex toy industry has matured in terms of production, and the market growth rate has stabilized. With the change in sexual attitudes and the rapid development of e-commerce, the sex toy industry is unlikely to decline rapidly after its mature stage. The market size is expected to reach 208.13 billion yuan by 2025.
User research: 53.9% of sex toy consumers have purchased erotic clothing/underwear, and nearly 70% of consumers have a high level of recognition for Durex
According to data from iiMedia Research, product function, material, and texture are the main considerations for consumers when purchasing sex toys; Chinese consumers prefer condoms and sex toys/underwear, accounting for 40.8% and 53.9% respectively; the brands with high recognition among Chinese sex toy consumers are Durex (68.9%), followed by Jieshibang (44.8%).
Trend analysis: The demand for sex toys in China is widespread among various social groups, yet product quality still needs to be strictly controlled
With the improvement of material living standards and the opening up of gender concepts in society, the demand for sex toys among different age groups in China has been further unleashed. The quality of various sex toy brands varies greatly, and the chaotic status quo of the sex toy industry needs to be changed. Businesses can make efforts in product quality, product design, functional innovation, and other aspects to enhance product experience, while utilizing new marketing methods such as social groups to increase user stickiness and reshape the brand image of sex toys.
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