Sex Toy Trends Report 2025

Our sex toy trends report data shows that from May 1 through October 31, JackandJillAdult.com shoppers bought thousands of products. When we break down sales by category, clear patterns emerge. Market segmentation reveals trends across various sex toy categories and market segments, helping identify which product types and distribution channels are driving growth.

Vibrators remain the top-selling category (around 13.5% of items), with men’s toys right behind (about 13.4%). Couples’ toys, lubricants, anal gear, and kink accessories each make up significant slices of sales. The diversity of market segments highlights how analyzing sales by category helps us understand consumer interest in different sex toys and the industry’s structure.

Below, we detail what was actually sold on JackandJillAdult.com, what it means for shoppers, and how it reflects current trends in pleasure and wellness.

Sex Toy Trends Report 2025 – Full Data Breakdown

We examined every product sold on JackandJillAdult.com between May 1 and October 31, 2025. Each item was assigned to its primary store category. The numbers below reflect each category’s share of total items sold during that period. All customer data is anonymized and aggregated. These findings contribute to a comprehensive sex toys market analysis and serve as a valuable market research report, offering industry insights and strategic guidance.

Key Findings at a Glance

This data highlights the popularity and diversity of sex toy products, with vibrators and other technologically advanced items driving consumer demand.

 

 

Vibrators Still Lead the Pack

Vibrators remain the largest category by volume. Despite the growing number of toy styles on the market, classic vibrators remain the default for many shoppers. Their versatility and wide appeal keep them at the top, and the continued popularity and innovation in vibrators are driving market growth by expanding consumer acceptance and advancing industry standards.

Male Masturbation Products Market Growth 2025

Sex toys for men nearly match vibrators in sales. Strokers, sleeves, cock rings, and enhancers are widely used and purchased. The popularity of male-focused toys shows that this category is far from niche and highlights shifting consumer preferences in the sex toys market.

Couples’ Toys Are Not a Gimmick

Toys for couples account for over 10% of items sold, reflecting demand for shared pleasure products. Wearable vibes, app-connected toys, and dual-stimulation gear help partners play together in new and creative ways, a trend driven by evolving consumer preferences and the growing desire for shared experiences.

Lube Quietly Powers Everything

Lube and lotion products together account for more than 12% of items sold. This signals that shoppers view lube as essential rather than optional. Whether for solo use or partner play, lubricants support comfort and enhance pleasure.

Anal Toys Sales And Kink Adoption Rates

Anal categories (anal toys and butt plugs) represent over 7% of all items sold. Bondage gear holds about 4.6%. These figures show consistent interest in exploration, from beginner butt plugs to kinkier tools like restraints and cuffs, demonstrating how the market caters to a wide range of interests and experience levels.

Sex Education and Awareness: Shaping 2025’s Trends

The global adult sex toys market is experiencing significant growth in 2025, fueled by a wave of increasing consumer acceptance and a greater emphasis on sex education and sexual health. As conversations around sexual wellness become more open and informed, the stigma surrounding sex toys is rapidly fading. This shift is empowering more people—especially women—to explore sexual pleasure and prioritize their own wellness, driving the adult toys market to new heights.

Sex education is a key driver behind these market trends, helping consumers make informed choices and encouraging a more positive approach to sexual wellness. As a result, the global sex toys market is projected to grow at a compound annual growth rate of 13.8%, with growth reflected in both product diversity and an expanding customer base. The female segment accounted for the largest share of the market in 2024, and the vibrators segment continues to lead, thanks to innovative features and technological advancements that enhance sexual pleasure.

Innovation is at the heart of the sex toys market in 2025. App-controlled vibrators, high-tech sex dolls, and customizable anal toys are just a few examples of how the industry is evolving to meet the needs of today’s consumers. These products offer more personalized experiences and cater to a wide range of preferences, reflecting the market’s commitment to sexual wellness and satisfaction.

Sex Toy Market Growth: E-Commerce, Global Demand, and Industry Leaders

Distribution channels keep shifting as more shoppers choose online stores and e-commerce platforms for sex toys. These platforms offer convenience and privacy, which attracts growing numbers of buyers. Additionally, the wide variety of products online keeps shoppers engaged and curious. Major retailers like Jack and Jill Adult lead this movement and continually introduce new products. Meanwhile, regional growth is expanding across North America, the Asia Pacific, the Middle East, and Africa.

Each region shows rising awareness of sexual wellness and a desire for high-quality products. Increasing incomes in these areas also push demand for modern toys and accessories. Furthermore, the Middle East and Africa now emerge as fast-growing markets with strong interest in global brands. The competitive landscape stays active as companies like Doc Johnson, Fun Factory, and Bad Dragon introduce bold innovations. New startups also enter the market, offering creative, exciting ideas for diverse shoppers. As a result, the industry grows rapidly and shifts toward greater personalization and more advanced technology. Sex education builds on this momentum by guiding shoppers toward informed, confident choices. Therefore, the global adult toys market moves toward a future that celebrates wellness, pleasure, and open exploration supported by a wide range of products.

What This Means for Shoppers

Consumers are building complete pleasure kits, not just buying a single toy. Whether you’re new to toys or looking to branch out, the trends show that vibrators, men’s products like masturbators, couples’ toys, and lube are great starting points. Companies use targeted marketing strategies to promote these popular product categories and quickly respond to changing shopper trends. There’s room for everyone to explore.

About Jack and Jill Adult

JackandJillAdult.com is a national retailer dedicated to sexual wellness, intimacy, and pleasure education. For decades, we’ve helped people discover toys, lingerie, lubricants, BDSM essentials, and adult accessories that match their desires and comfort levels. Our team curates products with care, focusing on safety, quality, and real-world performance so you always know you’re choosing something worthwhile.

We believe pleasure should be accessible, judgment-free, and fully personalized. That’s why we offer guides, tips, and product insights that support every experience—from first-time exploration to advanced play. Whether you’re shopping for solo fun, partner connection, or a complete bedroom transformation, Jack and Jill Adult provides a trusted space to explore what feels good and express your sexuality with confidence.