Summary of our market study

The global sex toys market, valued at $32.7 billion in 2022, is growing rapidly and is expected to continue at a CAGR of 8.50% from 2023 to 2030. Sweden, Denmark and Greenland lead in interest, based on internet searches, with Europe leading the way. In Italy, the market is expected to grow at a slightly lower rate of 6.60% over the next 5 years, reaching about 600 million euros, as reported by the Dafne Observatory. Online demand remains stable with occasional peaks.

Latest trends in the Italian market

The sex toys market in Italy has undergone a dynamic evolution, reflecting changes in social norms and technological advances. The sector is flourishing amid more liberal attitudes and increased spending, with a projected valuation of between 500 and 700 million euros over the next five years. Interest in these products, though sporadic, reaches significant peaks, as seen with a research interest score above 60 in November 2022.

Northern Italy leads the curiosity and openness toward sex toys, with regions such as Valle d'Aosta and Veneto showing more online search activity than the more reserved southern regions such as Basilicata and Calabria. The broad acceptance of the LGBT+ community, sexual liberation of women, and a focus on sexual wellness through cultural events amplify demand.

Product innovations, such as Bluetooth wireless vibrators and realistic dolls, are catalyzing market expansion, riding the wave of individualized sexual experiences and improved couple intimacy. Clitoral stimulators are particularly in demand among Italian women, marking a shift toward more sophisticated pleasure products. Technological advances, such as the emergence of AI-integrated sexual companions, highlight evolving desires, with growing interest in futuristic sexual experiences.

Some of the key players analyzed


WOW TECH EUROPE GMBH: The company behind Womanizer, which has revolutionized female pleasure with its air pressure wave technology. Womanizer's products offer non-contact clitoral stimulation, gaining significant devotion among female consumers.

LELO iAB: Known for its luxury sex toys and intimate lifestyle products, LELO is renowned for its stylish Scandinavian designs and high-quality materials, setting new standards in the premium pleasure products market.

Triple A Marketing GmbH: The company behind Satisfyer, famous for its affordable yet powerful suction toys. Satisfyer's popularity is attributed to its focus on affordability and innovative designs.

Yspot Ltd.: Emerging start-up dedicated to normalizing the use of sex toys with a range of products designed to appeal to modern consumers, committed to breaking taboos and encouraging open conversations about sexual wellness.

Nonspecialized distributors

Reckitt Benckiser Healthcare Italia S.p.A.: Known for Durex condoms, has expanded its scope to sex toys, leveraging its reputation in sexual health and wellness to enter this segment.

A.F.M. S.p.a.: Key player in pharmaceutical distribution where sexual wellness products such as lubricants and intimate massagers are gaining shelf space, thanks to their discreet, health-oriented distribution network.

Specialized distributorsì

Mysecretcase S.r.l.: Stands out as a powerhouse in online sex toy retail. With a strong online presence and a robust marketing strategy, Mysecretcase has grown rapidly, boasting significant turnover.

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Summary and extracts

1 Synthèse du marché

1.1 Introduction

The sex toys market consists of the commercial sector involved in the manufacture, sale and distribution of products intended for personal or shared use for sexual stimulation.

Some of the most popular products are[Control]:

  • Vibrators: electronic devices that produce vibrations for stimulating erogenous zones.
  • Dildi: penis-shaped objects used for vaginal or anal penetration.
  • Vaginalballs: balls inserted into the vagina for muscle strengthening and sexual pleasure.
  • Butt plugs: anal toys of various sizes and shapes for anal stimulation.
  • BDSM toys: accessories and tools for domination, submission and bondage games.
  • Male masturbation products: such as masturbators or penis rings.
  • Female pleasure products: such as vibrating eggs or clitoral massagers.

The history of sex toys is long and fascinating. From ancient times to the present day, these objects have been present in different cultures and eras, although they have often been considered taboo. In the past, they were used for medical purposes or as tools for the relief of female hysteria. During the Victorian era, mechanical vibrators enjoyed a period of great success, while in the twentieth century they became sex objects sold to the public. In the1970s, during the sexual liberation movement, sex toys were proudly claimed. As time went on, the normalization of sex toys occurred through dissemination through books, movies, and TV series. Today, statistics show that a quarter of Italian women own a sex toy, although the number is lower than in other countries such as Denmark, Sweden, Germany, the United Kingdom and the United States. Despite this, some contradictions persist, such as the persistent illegality of the sale of sex toys in some states in the United States.[Mettiche]

The size of the global sex toys market has been estimated at $32.7 billion in 2022. It is expected to grow at a compound annual growth rate(CAGR) of 8.50 percent from 2023 to 2030.

1.2 The global market

The global sex toys market has been valued at US$**.* billion in ****. It is expected to grow at a compound annual growth rate (***) of *.**% from **** to ****.

Value of the sex toys market World, ****-*****, billion USD Grandviewresearch

Increasing spending capacity and improving living standards in developing economies are factors that are ...

1.3 The local market

In Italy, the sex toy market is,according to estimates by the Dafne Observatory, worth about *** million euros, with established companies such as Mysecretcase, founded in ****, raising more than * million euros in investment, and emerging start-ups such as Yspot, which aims to normalize sex toys.[***]

According to Businesscoot estimates, the sex ...

1.4 Trade flows

Sex toys are identified in Europe by the category HS: ****** Mechanotherapy apparatus, which also includes with less weight: massage apparatus; psychological aptitude testing apparatus; ozone therapy, oxygen therapy, aerosol therapy, artificial respiration or other respiratory therapy apparatus.

This section analyzes the trend of Italian trade flows referring to this category and ...

2 Analyse de la demande

2.1 The question

To analyze the demand for adult articles in Italy, data are presented regarding online searches for the word sex toys.

The numbers represent search interest relative to the highest point on the graph in relation to the region and period indicated. A value of *** indicates the highest frequency of searches for ...

2.2 Demand drivers

The main drivers of demand for sex toys in Italy are:

Acceptance of theLGBT+ community: The growing acceptance of the LGBT+ community in Italy is evidenced by the awareness of the discrimination faced by homosexual and transgender people. This awareness is reflected in the fact that the majority of the population ...

2.3 The geographical distribution of demand

To visualize the geographical distribution of demand for sex toys, data on google searches regarding the following search terms "vibrator" and "dildo" were cumulated.

Values are calculated on a scale of * to ***, where *** indicates a location with the highest frequency of searches as a proportion of total searches for that location, ...

2.4 New demand trends

New trends in the demand for sex toys in Italy reflect a significant transformation in sexual behavior and attitudes toward sexuality. These changes have been triggered in part by the pandemic, which has led many people to reconsider their relationship with sexual pleasure and autoeroticism.

One of the main indicators of ...

3 Structure du marché

3.1 The market structure

Companies selling sex toys fall under the category identified by Ateco code **.**.**, however, no data are available for this category. This section will therefore analyze data on the residual category **.**.*: Retailing of other non-food products not classified, which also includes the businesses under study. In this section, the composition of this ...

3.2 The value chain

3.3 The main distributors

The Italian sex toys market consists of different types of distributors, including:

Sexy shops: EFA S.r.l., Star S.r.l., Beatrix S.r.l.s., Roadhouse S.r.l., Paradise S.r.l. Online shops: Mysecretcase S.r.l., Zone S.r.l.. Pharmacies: A.F.M. S.p.a., ...


4 Analyse de l'offre

4.1 The offer

The supply of sex toys has developed greatly in recent years and now sees the presence of numerous product categories. Some of the main ones are:

Fake Phalluses (***): Extremely varied in price, materials and size, very often including vibratory features.

Female Vibrators: Magic Wands (***) Clitoral Stimulators: stimulate the clitoris through vibrations ...

4.2 The prices

Below are some of the best-selling sex toys in Italy by type:

4.3 The use of artificial intelligence in the industry

An analysis of the top ** most searched keywords on Google revealed that there are more than **,*** searches per month for artificial intelligence-based relationship chatbots, with strong demand for "girlfriend AI." Interest in "AI girlfriends" has increased by *,*** percent according to Google Trends data, leading to the creation of numerous apps to ...

5 Règlementation

5.1 The legislative landscape

In Italy, the sex toys market is regulated by several laws and regulations governing their production, sale and use. Some of the main laws regulating this industry include:

Product safety regulations: In Italy, sex toys are considered electrical or electronic products and must comply with the safety standards set forth in ...

6 Positionnement des acteurs

6.1 Segmentation


Non-specialized distributors:

Specialized distributors:

  • Wow Tech Europe
  • Lelo
  • Reckitt Benckiser Commercial S.r.l. (Durex)
  • Azienda farmacia milanesi
  • My Secret Case S.r.l.
  • Triple A Marketing GmbH (Satisfyer)
  • Yspot S.r.l.

List of charts presented in this market study

  • Traffico aggregato dei principali ecommerce di sex toys
  • Composizione del traffico aggregato dei principali ecommerce di sex toys

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Wow Tech Europe
Reckitt Benckiser Commercial S.r.l. (Durex)
Azienda farmacia milanesi
My Secret Case S.r.l.
Triple A Marketing GmbH (Satisfyer)
Yspot S.r.l.

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