Adult Stores in the US - Market Research Report (2013-2028)
New York, United States
Last Updated: September 2023
NAICS OD4384Revenue
$15.8bn
Past 5-Year Growth
Profit
$XXX.Xm
Employees
46,925
Businesses
5,151
Wages
$X.Xbn
Adult Stores in the US industry analysis
The Adult Stores industry has grown even as escalating external competition from online and mainstream adult product retailers have pressured growth. The widespread acceptance of sex paraphernalia and increased sexuality on TV have helped boost demand for industry stores. While mandated store closures caused by the COVID-19 pandemic temporarily shifted demand to online channels, industry revenue bounced back as consumers looked to the industry in light of restrictions on many forms of entertainment. As a result, industry revenue is forecast to increase at a CAGR of 7.0% to $15.8 billion over the five years to 2023, including growth of 4.5% during the current year.The increasing prevalence of sex toys and paraphernalia in mainstream media has boosted consumer demand. Popular sex toys include vibrators, rubber penises, lubrication, anal beads, penis rings, rubber vaginas, blindfolds, feathers, harnesses, strap-on penises, furry handcuffs, bondage gear and other devices related to sexual activity. However, as shoppers experienced the benefits of purchasing adult products online, which provides anonymity, wider purchase selection and lower prices, in-store profitability has been pressured The industry will benefit from a rise in disposable income as the economy grows, increasing spending on adult paraphernalia. Growing social acceptance of sex paraphernalia is expected to further boost industry sales. Still, revenue at brick-and-mortar locations will be constrained by the sale of adult products online. Overall, industry revenue is anticipated to increase at a CAGR of 2.5% to $17.9 billion over the five years to 2028.
Trends and Insights
- The popularity of sex toys has risen as social norms have liberalized, making their appearance in mainstream media commonplace. Coupled with a rise in consumer spending, purchases of paraphanalia like vibrators and rubber penises has risen.
- Vibrators are the most common sex toy sold by stores. Nearly half of all women own vibrators, and liberalizing sexual norms now make them commonplace in a variety of outlets.
- Like most retail industries, the distribution of lingerie stores follows population patterns. These stores are highly concentrated in the Southeast, Mid-Atlantic and West regions, which capture the three highest population levels in the United States.
- Small, niche stores are abundant in the industry, but they face challenges as they serve narrow local markets, limiting their customer base and growth potential. To compete with larger players, small stores must heavily invest in advertising to build a strong brand image.
Industry Overview
Market size and recent performance (2013-2028)
Industry revenue has grown at a CAGR of 7.0 % over the past five years, to reach an estimated $15.8bn in 2023.
Trends and Insights
Rising social acceptance has opened new avenues for adult stores
- Growth has been driven by developing cultural norms that are gradually shifting people's perception of sex paraphernalia from taboo toward more of a social norm.
- Additional trends and insights available with purchase
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Erotica will become all the more mainstream
- Upstream producers are innovating new products and diversifying their operations. For example, Church & Dwight, which owns the condom brand Trojan, has expanded into the vibrator and sex toys business. The company has recently launched a new line of vibrating products under the Trojan brand name.
Biggest companies in the Adult Stores in the US
| Company | Market Share (%)
2023 | Revenue ($short_0)
2023 | Profit ($short_0)
2023 | Profit Margin (%)
2023 |
|---|
There are no companies that hold a large enough market share in the Adult Stores in the US industry for IBISWorld to include in this product.
Products & Services Segmentation
Adult Stores in the US
Products & Services
Industry revenue is measured across several distinct product and services lines, including Vibrators, Rubber penises and Lubrication. Vibrators is the largest segment of the Adult Stores in the US.
Trends and Insights
Sex toys and paraphanalia grow in popularity
- Popular sex toys include vibrators, rubber penises, lubrication, anal beads, penis rings, rubber vaginas, blindfolds, feathers, harnesses, strap-on penises, furry handcuffs, bondage gear and other devices related to sexual activity.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Lingerie, Swimwear & Bridal Stores in the US
- Dating Services in the US
Complementors
- Pharmacies & Drug Stores in the US
- Hobby & Toy Stores in the US
- Small Specialty Retail Stores in the US
International industries
- Lingerie, Swimwear & Bridal Stores in Canada
- Lingerie Stores in Australia
- Lingerie Stores in the UK
Table of Contents
About this industry
Industry definition
This industry includes companies that primarily retail sex paraphernalia, or erotica, including pornographic DVDs and magazines, sex toys and enhancement products. Stores that primarily sell movies are excluded from the industry. This industry also excludes revenue from all goods sold off premises, such as online, through mail-order catalogs or over the phone.
What's included in this industry?
Selling sex toys and gamesSelling sex enhancement productsSelling and renting pornographic moviesSelling pornographic magazines, calendars and other paraphernaliaCompanies
Purchase this report to view all major companies in this industry.
Related Terms
PARAPHERNALIAPOINT OF SALEE-COMMERCEEROTICABRICK AND MORTARIndustry Code
NAICS 45399 - Adult Stores in the US
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
The popularity of sex toys has risen as social norms have liberalized, making their appearance in mainstream media commonplace. Coupled with a rise in consumer spending, purc...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2013-2022) and forecast (2023-2028)
- Employees, including historical (2013-2022) and forecast (2023-2028)
- Businesses, including historical (2013-2022) and forecast (2023-2028)
- Profit, including historical (2013-2023)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Vibrators are the most common sex toy sold by stores. Nearly half of all women own vibrators, and liberalizing sexual norms now make them commonplace in a variety of outlets.
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2023
- Product innovation level
Charts
- Products & services segmentation in 2023
- Major market segmentation in 2023
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Like most retail industries, the distribution of lingerie stores follows population patterns. These stores are highly concentrated in the Southeast, Mid-Atlantic and West reg...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each state
- Share of population compared to establishments in each region in 2023
Tables
- Number and share of establishments in each state in 2023
- Number and share of revenue each state accounts for in 2023
- Number and share of wages each state accounts for in 2023
- Number and share of employees in each state in 2023
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Small, niche stores are abundant in the industry, but they face challenges as they serve narrow local markets, limiting their customer base and growth potential. To compete w...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2018-2023
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Adam & Eve and Hustler Hollywood are among the most prominent adult stores. There are few stores that command brand name recognition.
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2019 through 2023
- Major companies in the industry, including market share, revenue, profit and profit margin in 2023
Detailed analysis
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
At the national level, adult stores face many of the same regulations of other brick-and-mortar retail outlets. However, local regulations vary, with different cities and cou...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2013-2028)
- Assistance historical data and forecast (2013-2028)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Profit margins have been pressured by alternative outlines, especially online retailers. Still, adult stores benefit from their ability to stock a range of niche items in one...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Investment vs. share of economy
Data tables
- Industry Multiples (2016-2021)
- Industry Tax Structure (2016-2021)
- Income Statement (2016-2021)
- Balance Sheet (2016-2021)
- Liquidity Ratios (2016-2021)
- Coverage Ratios (2016-2021)
- Leverage Ratios (2016-2021)
- Operating Ratios (2016-2021)
- Cash Flow & Debt Service Ratios (2013-2028)
- Revenue per Employee (2013-2028)
- Revenue per Enterprise (2013-2028)
- Employees per Establishment (2013-2028)
- Employees per Enterprise (2013-2028)
- Average Wage (2013-2028)
- Wages/Revenue (2013-2028)
- Establishments per Enterprise (2013-2028)
- IVA/Revenue (2013-2028)
- Imports/Demand (2013-2028)
- Exports/Revenue (2013-2028)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2013-2028)
- IVA (2013-2028)
- Establishments (2013-2028)
- Enterprises (2013-2028)
- Employment (2013-2028)
- Exports (2013-2028)
- Imports (2013-2028)
- Wages (2013-2028)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the US include:
- US Census Bureau
- US Bureau of Labor Statistics
- US International Trade Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Adult Stores in the US industry in United States in 2024?
The market size of the Adult Stores in the US industry in United States is $15.8bn in 2024.
How many businesses are there in the Adult Stores in the US industry in 2023?
There are 5,151 businesses in the Adult Stores in the US industry in United States, which has grown at a CAGR of 3.5 % between 2018 and 2023.
Has the Adult Stores in the US industry in United States grown or declined over the past 5 years?
The market size of the Adult Stores in the US industry in United States has been growing at a CAGR of 7.0 % between 2018 and 2023.
What is the forecast growth of the Adult Stores in the US industry in United States over the next 5 years?
Over the next five years, the Adult Stores in the US industry in United States is expected to grow.
What does the Adult Stores in the US in United States include?
Selling sex toys and games and Selling sex enhancement products are part of the Adult Stores in the US industry.
How competitive is the Adult Stores in the US industry in United States?
The level of competition is moderate and increasing in the Adult Stores in the US industry in United States.
