In 2025, the global adult products industry is no longer just about “toys” or “novelty.” It sits at the intersection of sexual wellness, consumer electronics, beauty, and lifestyle. Smart functions, sustainability, premium design, and health-focused positioning are rapidly reshaping the market landscape.
Industry research estimates the global sex toys market at around USD 36.1 billion in 2024, with an expected CAGR of about 8.6% through 2030—firmly in the high single-digit annual growth range. This growth is not only volume-driven, but also quality- and value-driven, especially in smart, female-focused, and couple-focused segments.
Below is an overview of where the global market is heading in 2024–2025, and the 10 key trends B2B players should be planning around—especially along the four main axes: smart, sustainable, premium, and sexual wellness.
1. Market Overview: From “Adult Toys” to “Sexual Wellness”
Strong, steady growth
Global sexual wellness and sex toy markets continued to grow rapidly through 2024 and into 2025. Analysts project that, over the next few years, the category will maintain a high single-digit annual growth rate, with some sub-segments (smart devices, women’s products, couple’s products) outperforming the average.
Key growth drivers include:
- More open attitudes toward sex
Younger generations are more willing to discuss sexual health, seek information, and purchase products online without stigma. - E-commerce penetration
Online channels reduce embarrassment, increase choice, and make discreet delivery and repeat purchases much easier. - Expansion of female and couple segments
Female-focused brands, couple’s toys, and “relationship enhancement” products are driving both volume and value growth.
The category is also increasingly framed as part of a broader “self-care” and “wellness” economy, rather than as a purely erotic or taboo niche. Major consumer trend reports now often group adult products and sexual wellness apps under “sexual wellness” and “self-care”, alongside meditation, mental health, and broader wellness services.
2. Trend 1: Smart Devices & App-Based Control
The first and most visible transformation is the smartification of adult products.
Remote control and long-distance intimacy
For long-distance couples, smart toys with app connectivity are shifting from novelty to “must-have”:
- Remote control & long-distance play
Apps allow one partner to control devices from anywhere in the world, a core use case for long-distance relationships. - Interactive features
Syncing vibration to music, movies, or custom patterns has become standard in higher-end segments, similar to how sexual wellness apps integrate audio content and guided experiences. - Multi-device and multi-user modes
Couples can use multiple devices at once; some ecosystems allow multiple partners or group interactions, always within clear consent frameworks.
These functions do more than increase “fun”—they help couples maintain emotional and physical connection across distance, which is a compelling value proposition in itself.
Hardware + software ecosystem
Leading brands are building full “hardware + software” ecosystems rather than selling standalone products:
- Dedicated apps for device control, user guides, and content (e.g., audio erotica, breathing exercises, educational content).
- User accounts & data enabling:
- Cross-selling and upselling (suggesting compatible accessories or upgraded models).
- Behavior-based engagement (e.g., personalized tips, usage streaks, themed routines).
- Cloud connectivity that allows regular firmware and feature updates, extending product life cycle.
For B2B players, this means smart products are not just SKUs; they are platform entry points. Success depends on:
- Reliable connectivity (Bluetooth / Wi-Fi), stable apps, and strong security / privacy.
- Localization of apps for different markets (language, regulatory compliance, content norms).
- Clear communication of smart features and benefits to both retailers and end users.
3. Trend 2: Sustainability & Eco-Conscious Design
Sustainability is no longer limited to fashion and consumer electronics. It is emerging strongly in adult products as well.
Consumer discussion is already here
On community platforms like Reddit and other forums, there are active discussions about eco‑friendly sex toys. Users are increasingly asking for:
- Rechargeable devices instead of disposable batteries – seen as more eco-friendly, more powerful, and cheaper in the long run.
- Durable, long-lasting construction – investing once in quality instead of constantly replacing low-cost items.
- Materials with lower environmental impact – where possible, including biodegradable or lower-energy manufacturing options.
This grassroots interest is amplified by blogs and media guides that highlight eco-conscious choices such as rechargeable toys, durable silicone or metal products, and minimalist packaging.
What “sustainable” means in this category
In practice, sustainability in adult products typically translates into:
- Material selection
Using high-quality silicone, stainless steel, glass, or other long-lasting, body-safe materials to avoid frequent disposal and material degradation. - Power & charging
Rechargeable batteries (often via USB-C), efficient motors, and smart power management. - Packaging
Reduced plastic, recyclable paper or cardboard, and non-toxic inks. - Product life cycle
Designing devices for durability, easy cleaning, and where feasible, part replacement (e.g., removable batteries, modular accessories).
For B2B brands, there is a clear opportunity to:
- Make “eco” a visible selling point with concrete claims (e.g., rechargeable-only product lines, recyclable packaging, RoHS/REACH compliance).
- Provide transparent information about materials and product life cycle, which retailers can use when educating consumers.
- Partner with retailers and platforms that are building “green” or “conscious” shopping sections, using filters like “rechargeable,” “body-safe materials,” and “minimal packaging.”
4. Trend 3: Premiumization & Luxury Aesthetics
The category is moving decisively upmarket, both in appearance and in perceived value.
Material as a signal of safety and status
Premium materials such as medical-grade silicone, stainless steel, and glass are increasingly seen as icons of:
- Body safety – non-porous, hypoallergenic, and easier to sanitize, which is repeatedly emphasized in user communities and educational blogs.
- Durability – strong resistance to wear, less discoloration, and longer functional life, reinforcing sustainable consumption.
- Status and design – a “luxury feel” and weight that justify higher price points and align with the broader premium wellness market.
This mirrors a broader consumer shift: people are willing to pay more for fewer, better products—especially in intimate and wellness-related categories.
Giftability and lifestyle positioning
Look and feel now play as big a role as function:
- Gift box packaging
Premium cases, discrete outer boxes, and considered inner displays make products suitable as couple’s gifts, bridal / bachelorette presents, and anniversary gifts. - Artistic or minimalist design
Products increasingly resemble design objects or beauty devices rather than explicit toys, making them easier to own, store, and even display. - Collaborations and limited editions
Co-branded collections with fashion, art, or pop culture IP leverage fandom and drive higher average order values, while helping retailers tell a stronger brand story.
For B2B, the premium segment requires:
- Investment in industrial design, surface treatment, colors, and packaging.
- Clear segmentation between entry-level, mid-range, and luxury product lines.
- Training distributors and retailers to sell benefits like materials, safety, design, longevity, and warranty, not just intensity or size.
5. Trend 4: Sexual Wellness & Medicalized Language
A major shift is happening at the level of positioning and messaging.
From “erotic” to “wellness”
Where adult products used to be marketed mainly as erotic novelty, many brands now adopt language centered on:
- Stress relief and relaxation
- Improving intimacy and communication in relationships
- Self-exploration and understanding one’s body
- Boosting confidence and emotional well-being
This is aligned with market and trend reports that categorize sexual wellness products and apps under “self-care” and “holistic wellness”, alongside mental health, mindfulness, and beauty.
Brands also increasingly highlight:
- Evidence-based benefits, like improved pelvic floor health (e.g., kegel trainers and pelvic exercisers).
- Support for specific life stages: postpartum recovery, menopause, erectile difficulties, low libido due to stress or medication.
Softer, more inclusive communication
The marketing language tends to be:
- Less explicit, more educational – focusing on anatomy, communication, consent, and safety.
- More inclusive – addressing diverse orientations, genders, body types, and relationship styles.
- Aligned with medical and therapeutic concepts – phrases like “sexual health,” “pelvic health,” “relationship wellness,” and “body awareness.”
For B2B players, this opens up opportunities in:
- Pharmacies, wellness retailers, and clinics, not just adult stores.
- Content marketing around sexual health, often in partnership with therapists or medical professionals.
- Product formats that look more “medical” or “beauty” (e.g., pelvic trainers resembling skincare or physiotherapy devices).
6. Other Emerging Trends Rounding Out the “Top 10”
On top of the four major themes above, several additional trends are shaping product development and channel strategy:
- Growth in female- and couple-centric products
- More designs tailored to female anatomy and pleasure preferences.
- Toys designed specifically for couples, with ergonomic shapes, partner-controlled modes, and shared experiences.
- Discreet, multi-purpose design
- Products that look like massage tools, skincare devices, or wellness gadgets.
- Noise reduction and travel-friendly formats for discretion and portability.
- Accessibility & inclusivity
- Designs for users with limited mobility, sensitivity differences, or chronic pain.
- Adjustable intensities, flexible shapes, and intuitive controls for diverse needs and comfort levels.
- Content-driven ecosystems
- Integrating apps or platforms with guided exercises, audio stories, or therapy-inspired programs.
- Subscription models for content and education, not only one-off hardware sales.
- Stronger privacy & data protection standards
- End-to-end encryption and anonymized data where possible.
- Transparent privacy policies and local compliance (GDPR and other regional standards).
- Omni-channel expansion
- Product presence not only in adult stores, but also on mainstream e-commerce, pharmacies, beauty and wellness chains, and boutique concept stores.
- Packaging and product naming adapted for different channels, from purely wellness-focused to more playful and lifestyle-focused.
7. Strategic Opportunities for B2B Players
To capitalize on these trends between 2025 and 2027, B2B brands and suppliers can focus on four strategic lines: smart, sustainable, premium, and sexual wellness.
7.1 Build product lines along four clear axes
- Smart (Intelligent / App-Control)
- Develop tiers: entry-level Bluetooth devices, advanced app ecosystems, and multi-device combos.
- Ensure robust connectivity, user-friendly apps, reliable firmware, and clear privacy protections.
- Sustainable (Eco & Durable)
- Use higher-quality, body-safe, long-lasting materials such as medical-grade silicone, stainless steel, and glass.
- Standardize on rechargeable batteries, recyclable packaging, and visible eco-labels or certifications.
- Premium Design (High-End & Giftable)
- Invest in industrial design, texture, and color; create “display-worthy” products that visually fit into beauty and lifestyle contexts.
- Curate premium gift boxes and limited editions; collaborate with designers, artists, or influencers.
- Sexual Wellness (Health & Self-Care)
- Include kegel trainers, pelvic health tools, and couples’ intimacy tools in the portfolio.
- Shape the narrative around stress relief, intimacy, body awareness, and long-term health rather than only short-term excitement.
Plan annual product launches and marketing campaigns with these four pillars clearly mapped out, to ensure a coherent brand story rather than isolated SKUs.
7.2 Support distributors and platform sellers with education
Many markets are still in early stages of category education. B2B suppliers can add significant value by:
- Providing trend reports and data tailored to each region, highlighting:
- Growth of smart and app-controlled devices.
- Consumer interest in eco-friendly, rechargeable, and high-end materials.
- Shift toward sexual wellness language and new retail channels.
- Developing localized marketing toolkits:
- Product photo and video assets suitable for mainstream platforms.
- Suggested product copy that emphasizes wellness, safety, design, and sustainability.
- FAQ documents addressing common consumer concerns (safety, cleaning, privacy, materials).
- Offering training for store staff and online sellers:
- Product knowledge (materials, safety standards, certifications, features).
- How to talk about sexual wellness in a respectful, inclusive, and compliant way.
- How to recommend products by need (stress relief, couples’ intimacy, pelvic health, first-time users).
By positioning themselves not just as manufacturers, but as category partners and educators, B2B players can build deeper relationships with importers, retailers, and platforms—and secure a stronger long-term foothold in a market that is becoming more professional, more regulated, and more profitable.
8. How KANGVO Supports These Trends (For B2B Buyers)
For importers, wholesalers, and brand owners, working with a partner that already aligns with these trends reduces both time-to-market and development risk.
Shenzhen Sikangwo Technology Co., Ltd. (brand: KANGVO) is an example of a manufacturer–exporter that builds around these four axes:
- Smart & functional innovation
- App-control and remote-control vibrator ranges for women and couples.
- Functional dildos with vibration, thrusting, and heating functions that can be positioned either as pleasure devices or as part of broader intimacy and wellness solutions.
- Material and quality focus
- In-house capabilities covering molds, injection, assembly, and quality inspection, plus integration of sources from other factories to complete the product line.
- Emphasis on body-safe silicone and PVC dildos (including dual-density constructions), stainless steel and silicone butt plugs, and durable male masturbators.
- Flexible OEM/ODM collaboration
- Support for private label projects—custom shapes, colors, packaging, and app branding.
- Ability to scale from test orders to larger volumes as channels prove successful.
For B2B partners seeking to build smart, sustainable, premium, and wellness-oriented product lines between 2025 and 2027, working directly with manufacturing exporters like KANGVO in Shenzhen (factory in Dongguan) can significantly shorten the development cycle and ensure tighter control over quality, cost, and compliance.
You can reach KANGVO at info@kangvo.com for OEM/ODM or distribution inquiries.
Conclusion
The global adult products industry in 2025 is undergoing a profound transformation:
- From toys to connected devices and ecosystems.
- From short-term novelty to durable, eco-conscious design.
- From cheap and explicit to premium and giftable.
- From taboo erotica to sexual wellness and self-care.
For B2B stakeholders, the winners will be those who can:
- Integrate smart technology, sustainable design, premium aesthetics, and health-focused positioning into coherent product strategies.
- Help distributors and sellers do local market education with the right narratives, content, and tools.
- Treat sexual wellness as a serious, long-term consumer category—one that demands the same level of design, compliance, and brand-building as any major lifestyle or health segment.
The opportunity is clear; the next step is execution. For buyers and brand owners looking to move quickly in this space, partnering with experienced manufacturing exporters such as Shenzhen Sikangwo Technology Co., Ltd. (KANGVO) offers a practical pathway from concept to shelf—across smart, sustainable, premium, and wellness-focused adult products.