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Sex robots

Main article: Sex robots

2025: Penis pumps become fastest growing sex products category at Wildberries

Penis pumps have become the fastest growing category of sex products on the Wildberries marketplace in 2024. This was announced on February 5, 2025 by the press service of the marketplace.

According to Kommersant, the growth in sales of goods for adults on the platform amounted to 250% in physical terms in this category. At the same time, the overall dynamics of the intimate goods market increased by 20% compared to 2023.

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Фото: Wildberries

Lubricants and special board games for adults are in greatest demand among buyers. There was a significant increase in interest in the latter - their turnover increased by 50%. The second place in terms of sales is occupied by vibrators, which traditionally remain popular.

The turnover of dilators increased by a third in monetary terms. The average check across the adult merchandise category rose 8%. Thus, the average cost of various goods is the following values: lubricants are sold for ₽423, board games for ₽749, and vibrators for ₽1,2 thousand.

The most expensive goods are sex dolls (₽5,4 thousand) and sex machines (₽4,9 thousand). Average prices for other popular products are also set: sex chairs cost ₽3,7 thousand, and sex swings cost ₽3,1 thousand. There was a decrease in the cost of fisting stops, which now cost half as much.

In the context of the active development of online sales, there is a decrease in the number of traditional intimate goods stores. As of the beginning of 2025, there was a decline in the number of such stores in all major cities of Russia. The most significant decline was recorded in Moscow and St. Petersburg. The total reduction was 7.8% compared to the previous year. The increase in sales is associated with an increase in consumer confidence in the purchase of intimate goods via the Internet.^[1]

2024

Sales of sex dolls in the world for the year reached $6.08 billion

In 2024, the global sex doll market was estimated at $6.08 billion. More than a third of global sales were in the North American region. This is stated in a study by Grand View Research, the results of which TAdviser got acquainted with at the end of August 2025.

One of the drivers of the industry, analysts call the changing perception of goods for sexual well-being among consumers. This is due to several factors, including increased awareness of similar products and a growing interest in sexual health. In addition, there is an increase in the functionality of adult dolls while reducing their cost. Through various popular television series and films, sex dolls have become commonplace in developed regions, including the United States, Britain and Canada. However, there has been an increase in sales of such products in developing countries, including India.

Technological advances have a significant impact on the market. The rapid development of materials science, robotics and artificial intelligence is transforming the sex doll industry. Modern products have a highly realistic appearance: they use articulated skeletons, heating systems, leather made of silicone or thermoplastic elastomer, etc. AI tools allow such dolls to express emotions, support conversations on various topics and respond to the actions of owners. 3D printing and modular customization technologies allow you to personalize the appearance of dolls in accordance with the wishes of customers. All this contributes to an increase in demand for such products.

Another stimulating factor is the rapid development of e-commerce. Online platforms attract those consumers who are interested in sex dolls, but for some reason they do not want to purchase them in traditional physical stores. In addition, marketplaces offer the widest selection of goods in different price categories from various brands. The COVID-19 pandemic has sharply increased online sales of sexual health products due to travel restrictions and fear of contracting the coronavirus. As noted in the study, interest in the sex doll industry is growing from investors who were previously reluctant to invest in such projects.

Traditional stereotypes about the sex doll market began to break down, leading to increased investment from both traditional financial institutions and business angels, the report's authors emphasize.

In 2024, the segment of standard dolls (without AI algorithms) provided the largest share of revenue - 74.27%. At the same time, the highest growth rates are observed in the sector of "smart" products with neural network technologies. AI dolls use natural language processing and adaptive learning to interact with the user. By distribution channel, the e-commerce segment dominated with 70.07%. Geographically, North America leads, accounting for 34.52% of sales in monetary terms. The highest growth rates are recorded in the Asia-Pacific region. Globally, major sex doll manufacturers are named:

• RealDoll;
• WM Doll;
• 6YEdoll Global;
• Irontechdoll;
• YL Dolls;
• AI-AITech;
• Zelexdoll.

In 2025, the volume of the market in question is expected to reach $6.6 billion. Analysts at Grand View Research believe that in the future, the CAGR will be 9.25%. Thus, by 2033, sales may increase to $13.39 billion.^[2]

Sales of gels and lubricants for sex up 4% to $3.46 billion

In 2024, the global market for intimate gels and lubricants reached $3.46 billion. For comparison, a year earlier, sales of such products were estimated at $3.31 billion. Thus, the growth exceeded 4%, as stated in the Market Research Future study, the results of which are presented in mid-March 2025.

Analysts note that the market in question is showing steady positive dynamics due to a number of factors. This, in particular, increases the awareness of citizens about sexual health and intimate life. Such topics become more open to discussion, which contributes to the growth of consumer interest in various products that are able to improve their feelings during intimacy. This shift in perception not only encourages people to study the different kinds of lubricants on the market, but also pushes manufacturers to develop new products.

All kinds of educational programs and campaigns conducted by organizations in the field of health care further increase people's interest in intimate gels and lubricants. At the same time, the emphasis on sexual health, hygiene and comfort contributes to the wider adoption of such products.

The authors of the study call the development of e-commerce another significant market driver. Such platforms offer a wide range of lubricants in various price categories. Online stores not only provide convenience, but also eliminate the need to visit physical outlets and pharmacies, which may be important for some consumers. Analysts also point to a shift in customer focus toward natural and organic products. People around the world pay more attention to their health, and therefore prefer products based on natural ingredients - without synthetic additives in the composition. This trend is especially noticeable among young people. As a result, manufacturers are adapting to consumer preferences, expanding the product range.

Market Research Future specialists distinguish four main types of intimate gels and lubricants: water, silicone and oil-based, as well as hybrid lubricants (consisting of liquid silicone and water). In 2024, products of the first category provided revenue of $1.56 billion: such lubricants dominate due to their versatility and usability. Silicone and oil-based lubricants brought in $1.04 billion and $0.62 billion, respectively. Sales of hybrid products are estimated at $0.24 billion. Significant players in the global market are:

• Bayer AG;
• ProtectUs;
• Julius J. Damm;
• Himalaya Wellness;
• Durex;
• Kimberly-Clark Corporation;
• Pjur;
• Sysmex Corporation;
• ID Lubricants;
• Doc Johnson;
• Reckitt Benckiser;
• Wet;
• Lovehoney;
• KY;
• Church and Dwight.

From a geographical point of view, North America was the leader in 2024 with sales of $1.2 billion: there is a high demand for intimate gels and lubricants due to the developed assortment and recognition of relevant products among consumers. Europe and the Asia-Pacific region, where buyer awareness of the benefits of lubricants is growing, brought in about $1 billion each. South America secured a contribution of $0.15 billion, the Middle East and Africa - $0.11 billion.

According to Market Research Future analysts, in the future, the CAGR (CAGR in complex percentages) in the market under consideration will be 4.31%. Thus, by 2035, the volume of the industry on a global scale may increase to $5.5 billion.^[3]

Growth in sales of intima goods in Russia by 16% to ₽56,5 billion

The company "Supplier of Happiness," one of the largest distributors of adult goods in Russia, recorded an increase in the market for sexual wellness goods by 16% in 2024. This became known in mid-February 2025. In physical terms, sales increased by 23% to 70 million products.

According to Forbes, the founder of the company "Supplier of Happiness" Dmitry Korobitsyn notes the structural changes in the market in 2024. The share of sex toys in monetary terms decreased from 50% to 44%, and in kind - from 34% to 30%. Erotic lingerie accounts for 21% of the market, condoms and lubricants occupy 18%, intimate cosmetics - 14%, the remaining 3-4% are BDSM attributes, games and souvenirs.

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Фото: Freepik

According to the analytical center "Check Index" of the company "Platform OFD," the average check in specialized stores amounted to ₽2,191 thousand, which is 6% less than in 2023. At the same time, the number of purchases increased by 21%.

On the Wildberries marketplace, the turnover of goods for adults in 2024 increased by 20% compared to 2023 with an average ₽600 check. Lubricants and board games for adults were in greatest demand.

On the Ozon platform for the period from January to November 2024, demand for adult goods increased by 42% in monetary terms and by 41% in kind compared to the same period in 2023. The popularity of excitatory funds increased by 55%.

According to the Yandex.Maps service, the number of specialized stores in Russia as of January 1, 2025 amounted to 1994 organizations, which is 7.8% less than in January 2024. In Moscow, the number of such stores decreased by 8.9% - to 298, in St. Petersburg by 14.4% - to 107.

According to the "Supplier of Happiness," the growth dynamics of the adult goods market has remained since 2010. In 2019, the market volume was ₽9,6 billion. In 2020, amid the pandemic, sales grew by 75% to ₽16,8 billion. In 2021, the market increased by 27% - to ₽21,3 billion, in 2022 - by 66% to ₽35,4 billion, in 2023 - by 38% to ₽48,8 billion.^[4]

2023: How sex toys harm health

On March 23, 2023, American experts from Duke University released the results of a study suggesting that the use of sex toys could result in health problems. Such products, in particular, can negatively affect the operation of the endocrine system.

Polls suggest that most American adults use sex toys that interact with intimate parts of the body. At the same time, scientists emphasize, many people around the world do not assume that such products carry potential risks.

Using sex toys can turn into health problems

As part of the work, four types of intimate toys were studied: anal plugs, beads, and dual and external stimulants. It turned out that these toys secrete micro- and nanoparticles of plastic, which can penetrate the body and cause negative phenomena. Moreover, the most particles are separated by plagi, then there are balls, double and external stimulants. In addition, scientists have found that when using sex toys, phthalates, chemicals associated with harm to reproductive ability, can enter the body. Exposure to phthalates is responsible for approximately 100,000 premature deaths in the United States each year. Moreover, phthalates can provoke the development of malignant formations. In general, it has been found that all tested sex toys emit microparticles as a result of abrasion during use.

Sex toy tester Deon Black notes that there are other risks that the use of such products can be associated with. In one incident, a battery-powered device suddenly became so hot that it burned his fingers. Consumers are "completely unaware" of the risks of using sex toys, Black said.^[5]

2021: New world's largest sex toy maker emerges

On August 12, 2021, Lovehoney, a retailer, manufacturer and distributor of pleasure products and accessories, and WOW Tech Group, a provider of premium sexual pleasure products, announced the merger. As a result of a transaction worth €1 billion (so much Lovehoney paid for the purchase of WOW Tech Group), Lovehoney Group was created. Read more here.

2020: Sex toy market valued at $34bn for the year

The volume of the global sex toy market in 2020 reached $34 billion. Such data on August 12, 2021 led WOW Tech Group and Lovehoney, announcing a merger deal.

The dynamics relative to 2019 is not indicated, but it is argued that sales of toys for adults in 2020 are largely due to the COVID-19 coronavirus pandemic, due to which people began to spend more time together, which led to an increase in the number of sexual acts.

In addition, the growing acceptance of the LGBT community and the legalization of same-sex marriage are driving the growth of the sexual comfort toy market. Various time-lapse sprays, lubricants and vibrators are widely used by same-sex partners during lovemaking., Netherlands, and USA Sweden a number of other countries have approved legal rights for the LGBT community.

Sex is an integral part of life, the study notes. The happiness and health of a person is strongly related to how successful and satisfied they are in their intimate lives. New technologies allow you to solve more and more problems in this area, giving new impressions to people and making them happier.

The sex toy market at the end of 2020 is estimated at $34 billion

The largest sex toy manufacturers by analysts included the following companies: Reckitt Benckiser Group, Church and Dwight, Karex Berhad, Adam & Eve Stores, California Exotic Novelties, Doc Johnson Enterprises, Hot Octopuss, Bijoux Indiscrets, Kessel Medintim and TENGA.

The researchers also pay attention to WOW Tech, one of the leading companies in the sexual health industry and a provider of premium products for consumers' personal lives. The company's focus is on research and development of new innovative products. The company's brands include We-Vibe, Womanizer, ROMP, Arcwave and others. WOW Tech formed in 2018 by merging Germany's Womanizer with Canadian sex toy maker We-Vibe. From 2020, the majority owner of WOW Tech is the Chinese alternative asset management company CDH Investments.

Among the trends in the sex toy market, experts note an increase in the share of online sales. One of the reasons why this happens is that the Internet allows you to buy goods confidentially. It is more convenient for many to make purchases remotely, since the client goes from choosing goods to placing an order on his own, which means he can safely choose the product of interest in a comfortable environment for himself and avoid embarrassment during a trip to a sex shop. In addition, compared to traditional stores, the price on the Internet is usually lower.

However, real stores in this area have obvious advantages. The products need to be seen and touched, since their application is individual. And advertising does not always objectively describe the quality of the product.

North America remains the largest sex toy market for 2020

North America remained the largest market for sex toys in 2020. Experts are confident that this region will maintain leadership in subsequent years, as local companies actively develop innovations and improvise in their products, researchers say.

As for the most popular products, strapons, garters or portoupes, vacuum pumps, vibrooiacs, dilators and anal plugs were the most active buyers in 2020. Vaginal balls, vibrators, as well as male masturbators were also in high demand. In addition, sales of adult board games have increased. In some categories, the surge in sales has been multiple. A similar situation in 2020 was observed in Russia.^[6]

Notes