The sex toys market - Italy (2024)

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 expected to propel market growth over the forecast period. Innovative erotic products are gaining recognition in the sexual wellness industry due to their increasing popularity among all age groups. The acceptance of the LGBTQ+ community and the growing interest of women in experiencing sexual wellness products without hesitation are promoting the adoption of such products, thus stimulating market growth. Liberalization, the spread of social media, and the influence of popular culture have increased awareness of the importance of sexual health.[***]

To indicate the countries with the greatest interest in these products, research by Vouchercloud is reported, which analyzed ** popular terms related to sex toys, translating them into all languages available on Google, to determine the frequency of searches for these terms in each country.

Countries with the highest interest in sex toys World, ****, index Vouchercloud Sweden, Denmark, and Greenland lead the way in searches for sex toys per Internet user. ...

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 toys market will grow in Italy at a slightly slower rate than in the world. This prediction is justified, in addition to lower growth in disposable income compared to other advanced countries, by a greater presence of taboos on the use of these objects, which is seen as decreasing, but still higher than in northern European countries and the world average. In contrast, the presence of a large LGBT+ community, another driver of the market, is estimated to be average compared to the rest of the developed countries.[***]

Based on these assumptions and analysis of historical data for the relevant sector, the growth of the Italian market is estimated at a CARG of *.**% over the next * years.

Sex toys market value Italy, ****-*****, € million CorriereDellaSera, Businesscoot elaboration.

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 the main importing and exporting countries.

Trade flows:

Exports fluctuated over the period, with a significant peak in ****, followed by a decrease in ****. Overall, exports grew by **.* percent from **** to ****, from ***.** million to ***.** million. On the other hand, imports showed a more steadily upward trend, increasing by **.* percent over the same period, from ***.** million to ****.* million.

Trade flows of mechanotherapy equipment Italy, ****-****, millions of € Uncomtrade

Exports:

In ****, Italian exports of mechanotherapy equipment demonstrated a well-balanced and diversified geographic distribution. Most exports went to European markets, with France and Spain leading the way, followed by Germany and the United Kingdom. This underscores a strong trade affinity with European Union countries. Also of interest is the significant presence in the U.S. market, which highlights the competitiveness of Italian products outside Europe as well. The "Other Countries" category, which accounts for more than half of exports, reflects a strategy of geographic ...

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 the term, ** indicates half of the searches. A score of *, on the other hand, indicates that not enough data were found for the term.

From the data provided, it appears that search interest for the term "sex toys" on Google showed fluctuations over the two years. Starting with a score of ** in January ****, it saw a slight rise in February and then a decline in the following months, averaging around mid-** for most of the year. However, there was a notable surge in November ****, with a score of **.**, the highest in the range studied. This was probably caused by a November ** Le Iene report, in which several Italian influencers were made to try out a sex toy. Thereafter, interest decreased in December ****, but still remained higher than in previous months. In ****, values remain generally constant, with slight fluctuations. The trend indicates a stability of interest in the term over time, ...

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 condemns discriminatory behavior based on sexual orientation, such as not hiring or renting a house to someone simply because they are homosexual. Furthermore, the statement that "homosexuality is a disease" or that "homosexuality is immoral" is rejected by more than ** percent of the population. Many people now recognize that love has no gender barriers, as evidenced by the fact that **.* percent agree that "you can love a person of the opposite sex or one of the same sex-the important thing is to love." Although some reservations and stereotypes persist, it is clear that Italy is going through a period of change and greater inclusion towards the LGBT+ community. One consequence of this change is the increased attention to the needs of this part of the population even by the sex toys market.[***] Sexuality Liberation: As suggested by the example of"The Red Suitcase," events and workshops can serve as platforms ...

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, and a value of ** indicates a location with half as many searches. The value *, on the other hand, indicates a location for which insufficient data has been collected.[***]

Interest is highest in northern regions such as Aosta Valley, Friuli-Venezia Giulia, Veneto and Emilia-Romagna. In contrast, southern regions such as Basilicata and Calabria show slightly lower interest.

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 these new trends is the rise in popularity of wireless Bluetooth vibrators. These sex toys allow users to adjust settings remotely through smartphone apps or remote controls. This feature offers greater control over the sexual experience, and has become particularly attractive to those who wish to personalize their experience.

Another notable trend is the expanding market for sex dolls. These dolls have been revolutionized through the use of safe, high-quality materials, such as premium silicone, and feature flexible metal skeletons that allow for greater versatility in movement. This has helped make adult dolls much more realistic, casting aside the old images of blow-up dolls.

A significant trend is the increasing use of sex toys in couples. Market data indicate that sex toys are no longer seen as objects exclusively for individual pleasure, but more and more couples are using them to enhance intimacy and experience new forms of shared pleasure. ...

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 market will be analyzed by exposing its trend in the number of enterprises that comprise it and their legal form.

Number of enterprises:

The unclassified food retail sector has **,*** enterprises. This number has decreased significantly in recent years from **.* thousand in **** to **.* thousand in ****, a total reduction of **.* percent.

Number of active enterprises in the non-food miscellaneous retail trade sector Italy, ****-****, in thousands Istat

Legal form:

The distribution of legal forms of enterprises in the miscellaneous nonfood retail sector in Italy in **** shows a predominance of sole proprietors and assimilated entrepreneurs, with a total of *,*** enterprises. Limited liability companies (***) account for a small percentage, with only * enterprises, while there are ** enterprises with other legal forms.

Legal form of enterprises active in the retail trade of various non-food products Italy, ****, in number Istat

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., Farmacia S. Caterina S.r.l., Talea Group S.p.a. Other non-specialized vendors: Reckitt Benckiser Healthcare Italia S.p.A. (***).

3.4

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 and exciting movements. Those with a discreet, clean disesign and a guarantee of excellent quality stand out in particular. An example are the models from Lelo or the Womanizer Premium, which can be used both in couples and for female autoeroticism. Lelo, in particular, has also developed a sonic clitoral stimulator, which allows arousal even without contact with the product. [***] Others: there are several types, but of note as particularly popular are bullet vibrators, G-spot vibrators, Rabbit vibrators, remote-controlled ones, and vaginal balls Male Masturbators: Fake vaginas: there are numerous types of products identifiable with an artificial reproduction of the female vagina, of different sizes, materials and price. Additional sex objects used to stimulate male arousal include: prostate massagers, penis rings, vibrating anal balls, male masturbators. Anal plugs: There are several types, different materials, sizes and price. BDSM: The objects attributable to these sexual disciplines are number and different. No ...

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 meet this demand.

One app in particular, Romantic AI, states on its website, "Have you ever dreamed of the best girlfriend ever? Now it can be at your fingertips." On the homepage, this bold statement looms large: "Bots are hot and ready, message now!" Really? An attractive bot?[***]

Indeed, by analyzing google trends data, we can see that worldwide searches for Romantic AI have increased in recent years. Once again, The numbers represent search interest relative to the highest point on the graph in relation to the region and period shown. A value of *** indicates the highest frequency of searches for the term; ** indicates half as many searches. A score of *, on the other hand, indicates that not enough data were found for the term. The data presented are an elaboration of the data provided by google, which allows us to visualize the annual average.

Interest in the search term ...

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 European Directive ****/**/EC and the harmonized standard UNI EN *****-*. These laws establish minimum requirements to ensure that products are safe for use. Labeling and CE marking: CE marking and/or compliance with Directive ****/**/EC for Sex Toys is mandatory. Safety is required for all products released for free circulation within the European Community. Protection of minors: The sale of sex toys is generally prohibited to persons under ** years of age. This restriction is established by law in order to protect minors from inappropriate sexual content and to ensure that these products are used responsibly by adults. In fact,Article *** of the Penal Code states that "Whoever exposes to public view or, in a public place or a place open to the public, offers for sale or distributes writings, drawings or any other figurative object, which offends public decency, shall be punished by an administrative fine ranging from *** euros to ...

6.1 Segmentation

Manufacturers:

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.