In doing so, it has managed to broaden its market and is reaping the dividends, enjoying impressive growth.
The global market was estimated to be worth around $19 billion in 2021, with the United States leading the way , according to a study by consultancy firm PwC.The repositioning of the market towards"sexual wellbeing", with more playful and refined designs and discreet packaging, has helped attract women who would otherwise be turned off by products with more"hardcore" connotations.
Although the shift began way back in the 1970s with feminists who wanted to emancipate women and their sexuality, it gathered pace at the turn of the century.Have you recorded a funny video or filmed the moment of fame, cool dance, or something bizarre? Inbox your personal video on our"I remember going to the big sex toys market wholesaler," said Ky Hoyle, who describes herself as"founder and head girl" of Sh! Women's Erotic Emporium in east London.
Manufacturers then began making their products more suitable for women, with pastels or more sober colours and less conspicuous packaging.Female sexuality gradually began getting more media attention, with hit television series such as"Sex and the City" widely credited with helping to bring"sex toys" out of the closest.In one episode, Charlotte -- the most buttoned-up of the show's four main characters -- becomes obsessed with her vibrator.
Meanwhile the worldwide success of"Fifty Shades of Grey", a big-screen adaptation of the best-selling erotic novels about a college graduate's sadomasochistic relationship with a billionaire, is also seen as lifting many taboos.become more open about their desires," said Lucy Litwack, chief executive and owner of erotic lingerie brand Coco de Mer.Coco de Mer sells handcuffs, martinets, ropes and other restraints, at eye-watering prices.