{"id":4511,"date":"2021-01-01T13:44:02","date_gmt":"2021-01-01T04:44:02","guid":{"rendered":"https:\/\/www.ms-wish.com\/?p=4511"},"modified":"2025-09-02T13:46:03","modified_gmt":"2025-09-02T04:46:03","slug":"2021-sex-toy-market-analysis-report","status":"publish","type":"post","link":"https:\/\/www.ms-wish.com\/en\/2021-sex-toy-market-analysis-report\/","title":{"rendered":"2021 Japan Sex Toy Market Analysis Report: Expansion of Demand and Deepening Onlineization Amid the Corona Crisis"},"content":{"rendered":"

Market Overview and Growth Factors<\/h2>\n\n\n\n

In 2021, Japan's sex toy market achieved steady growth against the backdrop of rising \"demand for at-home products\" due to the spread of the new coronavirus infection. According to a survey by the Japan Sex Industry Promotion Association, the market size in 2021 reached approximately 980 million dollars, recording a 6.5% increase compared to the previous year. The main drivers of this growth include the fading of social prejudice against \"sex products\" and \"adult toys,\" as well as the improved convenience of online shopping.<\/p>\n\n\n\n

In particular, the need to refrain from going out and the increase in time spent at home due to the coronavirus boosted the demand for \"sex toys.\" According to data from EC sites, the number of searches for \"online sex products\" in 2021 increased by 32% compared to the previous year, and purchases aimed at \"enhancing private time at home\" surged. The provision of anonymous delivery and discreet packaging was effective in reducing consumers' \"psychological barriers to purchasing.\"<\/p>\n\n\n\n

Consumer trends and purchasing characteristics<\/h2>\n\n\n\n

There were obvious changes in the consumer structure in 2021. The proportion of female consumers reached 45%, and the demand for \"sex toys for women\" increased by 24% compared with the previous year, accelerating the diversification of the market. According to the analysis of EC sites, the search volume for keywords such as \"vibrators for women\" and \"cute - designed sex products\" has surged, and the tendency to attach importance to design and usability has strengthened.<\/p>\n\n\n\n

By age group, people in their 20s to 40s were the main consumers, with those aged 25 to 35 accounting for 58% of the total purchases. The demand for \"Generation Z sex toys\" has also attracted attention, as the purchase rate among 18 to 24-year-olds increased by 12% compared to the previous year, indicating that young people are increasingly entering the market. These age groups tend to strongly accept sex toys as a form of \"sexual health\" and \"expression of self-love,\" and consider \"material safety\" and \"product quality\" as important indicators in their purchasing decisions.<\/p>\n\n\n\n

As for the motives for purchase, \"stress relief\" (63%) was the highest, strongly reflecting the purpose of alleviating the psychological burden during the COVID-19 pandemic. Next were \"activation of relationships\" (29%) and \"new experiences\" (25%), showing a variety of needs.<\/p>\n\n\n\n

Popular product categories and trends<\/h2>\n\n\n\n

The popular product categories in 2021 are as follows:<\/p>\n\n\n\n

    \n
  1. Vibrator type:<\/strong>\"Multifunctional vibrators\" and \"small portable types\" took the top spots, accounting for 32% of the total sales. In particular, products with \"silent function\" and \"waterproof specifications\" were popular, with international brands like We-Vibe and domestic brand Tenga gaining a high market share.<\/li>\n\n\n\n
  2. Products for men:<\/strong>\"Real Touch Onahole\" and \"flexible material products\" were bestsellers, recording an 18% year-on-year growth. Men over 30 have an increasing need for \"daily stress relief,\" and products emphasizing \"good texture\" have attracted attention.<\/li>\n\n\n\n
  3. Products eligible for coupons:<\/strong>Due to economic anxiety during the coronavirus pandemic, there has been a trend of \"valuing prices,\" and the search volume for \"sale sex products\" has increased by 41% compared to the previous year. Price sensitivity has heightened, as seen in the fact that mid-priced products under 5,000 yen now account for 45% of total sales.<\/li>\n\n\n\n
  4. Beginner set:<\/strong>The number of first-time buyers has increased, and the sales of \"beginner sex toy sets\" have risen by 35% compared to the previous year. Products with detailed instruction manuals and easy-to-use features have gained particular popularity.<\/li>\n<\/ol>\n\n\n\n

    Sales channels and competitive situation<\/h2>\n\n\n\n

    In 2021, sales channels rapidly shifted online. The proportion of online sales reached 47%, approaching offline sales (53%) for the first time. The main online platforms are \"Rakuten Sex Toys\", \"Amazon Adult Products\",\"Specialized EC site\"<\/a>,Among the three poles, specialized e-commerce sites have aimed to differentiate themselves through \"privacy protection\" and \"detailed product descriptions.\"<\/p>\n\n\n\n

    Offline sales are mainly conducted by specialty stores in urban areas, but sales temporarily declined due to the impact of the state of emergency declared over the coronavirus. In \"adult-oriented districts\" such as Shinjuku and Namba, stores have continued to operate while strictly implementing infection prevention measures, gaining support from customers who \"want to check the actual products before purchasing.\"<\/p>\n\n\n\n

    In a competitive environment, while domestic manufacturers engaged in price competition, international brands expanded their market with \"high quality\" and \"design. Among them, low-priced products from Chinese manufacturers entered the market, further widening the range of price brackets.<\/p>\n\n\n\n

    Regulatory frameworks and social background<\/h2>\n\n\n\n

    In the 2021 regulations, the partial amendment to the \"Act on Control and Improvement of Amusement Business, etc.\" is particularly noteworthy. As a result of the amendment, some advertising expressions related to the sale of sex toys have been regulated, and false claims about their efficacy have been prohibited. Along with this, \"safety-certified sex toys\" have gained consumers' trust, and the search volume has increased by 22% compared to the previous year.<\/p>\n\n\n\n

    Socially, amid the spread of \"loneliness\" and \"stress\" caused by the coronavirus, awareness regarding sexual health has increased. Special features on \"sex toys and mental care\" in television and web media have grown, showing a tendency for social acceptance to gradually improve.<\/p>\n\n\n\n

    SEO keyword recommendations and meta descriptions<\/h2>\n\n\n\n

    The following are recommended effective SEO keywords for the Japanese sex toy market in 2021:<\/p>\n\n\n\n

    Core keywords:<\/strong><\/p>\n\n\n\n