The growing Market for Adult Toys in the UK

The adult toy industry in the UK has experienced remarkable growth in recent years, reflecting changing societal attitudes and a greater emphasis on sexual wellness. As conversations around intimacy become more open, sex toys are no longer seen as taboo but as an essential part of self-care and pleasure. With sales surging and innovation driving the market forward, the UK has become one of the leading consumers of adult products worldwide.

The Booming UK Sex Toy Market

The UK’s sex toy industry was valued at £1.73 billion in 2022, and experts predict it will grow to £2.89 billion by 2031, with a compound annual growth rate (CAGR) of 5.87%. This impressive growth aligns with a broader global trend that views intimite health as an integral part of overall well-being.

Consumer surveys suggest that one in four Britons owns a sex toy, with the average adult having around four different adult products. This rising demand has been driven by greater exposure to positive messaging, a shift in cultural norms, and improvements in product design.

The Most Popular Adult Toys in the UK

The UK adult toy market offers a diverse range of products catering to different preferences and needs. The most popular categories include:

• Vibrators (27%) – The best-selling category, available in various styles and intensities.
• Dildos (25%) – A staple in the industry, with a wide selection of shapes, sizes, and materials.
• Men’s Massagers (11%) – Devices designed for male pleasure, seeing increased popularity.
• Bondage Accessories (10%) – Handcuffs, blindfolds, and other BDSM items, which gained mainstream attention in recent years.

How the Pandemic Boosted Sales

The COVID-19 pandemic had a major impact on consumer habits, including a surge in adult toy sales. As people spent more time at home, interest in self-care and personal pleasure increased dramatically. Between 2019 and 2021, sex toy sales in the UK spiked by an astonishing 6,685%, cementing the country’s position as a leading global consumer of adult products.

This boom wasn’t just a temporary trend—rather, it highlighted a long-term shift toward prioritizing wellness as part of overall health. Many individuals who tried adult toys for the first time during lockdowns have since continued incorporating them into their lifestyles, reinforcing their place in mainstream self-care.

The Impact of Technology on the Adult Toy Market

Technology has played a major role in shaping the modern sex toy industry. New advancements, such as app-controlled toys, AI-driven stimulation, and customizable features, have transformed how people experience pleasure. Many sex tech brands now offer Bluetooth-enabled devices that allow partners to control each other’s toys remotely, making long-distance intimacy easier than ever.

Additionally, materials and ergonomics have significantly improved, with companies investing in medical-grade silicone, hypoallergenic materials, and sustainable production methods to ensure safety and comfort. As artificial intelligence and machine learning continue to evolve, we may soon see smart sex toys that adapt to users’ preferences and offer personalized experiences.

Changing Attitudes and the Future of the Industry

These toys are no longer viewed as something niche or taboo. Between 2017 and 2024, the number of Britons purchasing adult toys grew by 64%, reflecting a growing openness toward exploring intimacy. This change is fueled by better product designs, high-tech innovations (such as app-controlled toys), and increasing representation in mainstream media.

The industry is also seeing a push for more inclusive and body-safe products, catering to a diverse range of preferences and needs. With continued innovation and increasing accessibility, the UK’s adult toy market is poised for sustained growth in the coming years.

The Role of Media and Celebrity Influence

The normalization of sex toys has been accelerated by celebrity endorsements and social media influencers. Public figures such as Gwyneth Paltrow and Cardi B have openly discussed their favorite sex toys, while brands like Lovehoney and LELO have gained traction through partnerships with influencers.

Streaming platforms and pop culture have also contributed to breaking taboos. Shows like Sex Education (Netflix) and Fifty Shades of Grey have brought conversations about sexual wellness into mainstream entertainment, making it easier for consumers to explore and purchase products without stigma.

The Future of the UK’s Adult Toy Industry

With demand steadily increasing, the UK’s adult toy industry is expected to see further innovation, accessibility, and inclusivity in the coming years. More retailers are expanding their product lines to cater to different body types, gender identities, and sexual preferences, ensuring that everyone has access to products that meet their unique needs.

Additionally, sustainability is becoming a major focus, with brands investing in biodegradable materials, rechargeable batteries, and eco-friendly packaging. As the industry continues to evolve, we can expect a greater emphasis on ethical production and consumer education around safe and responsible usage.

Final Thoughts

The UK’s embrace of adult toys is more than just a passing trend—it signifies a broader cultural shift toward normalizing sexual wellness and promoting self-care through intimacy. As sales continue to rise and technology advances, the industry is set to become an even more integral part of personal well-being.

Whether for solo exploration or enhancing intimacy with a partner, sex toys have firmly established themselves as a staple in the UK’s wellness landscape.

Sources:

• Magna MRC: UK adult Toys Market
• The Sun: Brits Own Four adult Toys Each
• Daily Star: UK Crowned Horniest Country
• Hinton Magazine: 64% Rise in Brits Buying Toys