The pandemic triggered a huge boost in sales with people having more time on their hands to experiment.
The global market was estimated to be worth around US$19 billion in 2021, with the US 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.
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 closet.
The phenomenal interest in the film “actually provided a step change about the industry and made people 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.She sells items such as vibrators and rings for men, alongside oils and lubricants sold in golden bottles or with lyrical or names such as ‘viva la vulva’.
Fast-forward two decades and the coronavirus pandemic triggered a huge boost in sales, according to retailers.