The market environment trend of China's sex toys industry in 2025
In recent years, the market size of sex toys in my country has continued to expand, from 44.05 billion yuan in 2016 to 168.53 billion yuan in 2022, and is expected to reach 208.13 billion yuan in 2025. As the world's largest producer of adult products, my country accounts for about 60% to 80% of the total market, but exports account for a large proportion, and the domestic consumer market still has huge potential. As domestic consumers pay more attention to sexual health and the consumption concept of the younger generation changes, sex toys are gradually accepted by more people, and market demand continues to grow.
According to the data, among the unmarried group, single men are the mainstream group of sex toy users, especially those who are single and have no partner, accounting for up to 90%. Among the married group, due to factors such as pregnancy and pregnancy preparation, the proportion of women using sex toys exceeds that of men, especially those who are preparing for pregnancy and mothers.
Sex toys were once considered taboo, but now they have gradually become a common choice for people to pursue high-quality life and enhance intimacy. Consumers are no longer satisfied with the traditional and single sexual life model, but are eager to improve their quality of life and meet diverse emotional and physiological needs through safe and professional products.
The development of e-commerce platforms is a key factor in promoting the rapid growth of the sex toys market. In the global sex toys market in 2025, online channels accounted for 63.09%, far exceeding physical stores and large supermarkets, becoming the first choice for consumers. The sales trend of Taobao platforms in the sex toys industry shows that although sales and sales have fluctuated, they are generally on the rise.
The rise of e-commerce has brought many changes to the sex toys market. It breaks through the time and space limitations of traditional sales channels and provides consumers with a convenient and private shopping environment. Consumers no longer need to feel embarrassed about buying such products. They can browse, compare, and place orders anytime and anywhere to easily purchase their favorite products. The massive user data of e-commerce platforms also provides merchants with a basis for precision marketing, enabling them to better grasp consumer needs and launch personalized products and services.
The openness of consumers' ideas has led to an increase in the frequency of sex toys purchases. Data shows that 54% of consumers are open-minded and enjoyable, and 32% are rational and practical, which together account for 86%, indicating that most consumers are receptive to sex toys. The purchase frequency distribution shows that 42% of consumers buy at least once every three months, 32.5% at least once every six months, and 8.5% at least once a month, and only 8.7% have never purchased.
The consumption of sex toys is mainly by young people, and women's consumption increases in the family stage. Consumption is mainly concentrated in the 18-26 and 27-42 age groups, accounting for 86% in total, and young groups are the main consumers. As the life stage progresses, women's consumption awareness awakens, and the infant-raising period becomes the peak period for women's consumption. The consumption potential of the middle-aged and elderly groups is being released, and the future market needs to pay attention to the diversified needs of different ages and life stages.
Second-tier cities are the main markets for sex toys, and the growth rate of consumption is constantly declining. Second-tier cities account for the largest proportion of sex toys consumption, demonstrating their consumption vitality and scale advantages in this field. The growth rate of consumption shows a clear downward trend, with the growth rate of fifth-tier and lower cities being more prominent, reflecting that the market potential of low-tier cities is being released at an accelerated pace.
According to the survey data in 2025, with the development of the sex toys industry, Chinese customers' enthusiasm for buying has grown unprecedentedly. At present, the mainstream consumer group's purchase frequency is mainly concentrated in 3-6 months, accounting for 74.5% of the total. Chinese users who buy once a month with a relatively high frequency account for 8.5%. A small number of users who have never purchased sex toys for a year or more or even never account for 17% of the total.
The following chart reflects the factors that Chinese consumers consider when purchasing sex toys. Mainstream customers are more concerned about the material, feel, function and privacy of the product. Some users are also concerned about the additional functions, appearance, workmanship and convenience of purchase of sex toys. In addition, there is not much attention paid to the brand and cost performance of sex toys.
The categories of sex toys are growing in a diversified way, developing towards smart, healthy and segmented products. The growth rates of female appliances, sexy underwear and male appliances are impressive. In the female appliance industry, both sales volume and sales revenue are on the rise year-on-year, and demand is growing significantly. Prices are concentrated between 50 and 300 RMB, but the trend towards high-end products is obvious.
In the male device industry, overall demand is stable, and e-commerce channels drive sales growth. The price distribution range is wide, and the price range of 100 to 200 yuan has a high growth rate. TPE and soft rubber materials meet consumers' tactile needs, and 60 minutes of battery life is the most popular. The industry is highly competitive, showing a clear echelon differentiation.
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