The world of adult wellness is growing, changing, and becoming more open every day. Here are some of the numbers behind the movement because facts are far more interesting than stigma.
The UK is one of the world's biggest adult wellness markets
The UK adult toy industry was valued at £1.73 billion in 2022 and is predicted to grow to £2.89 billion by 2031.
1 in 4 Britons owns an adult toy
Consumer surveys suggest that one in four Britons owns a sex toy, with the average adult having around four different adult products.
You're in very good company.
It's a global wellness movement
The global adult toy market was valued at $2.94 billion in 2025 and is projected to reach $4.27 billion by 2034.
Sexual wellness is being recognised worldwide as an essential part of overall health not an afterthought
The industry is going greener
Consumers especially millennials and Gen Z increasingly factor sustainability into their purchases, even for intimate goods.
Body-safe materials and eco-conscious packaging are no longer a bonus they're expected
More Britons are embracing self-pleasure than ever before
Between 2017 and 2024, the number of Britons purchasing adult toys grew by 64%.
Attitudes are shifting and fast
Most people shop online and that's not changing
The majority of adult wellness purchases in the UK are made online. Discreet, private, and on your own terms
Exactly how it should be
It's not just about pleasure it's about wellbeing
Products are now marketed for tangible benefits such as pelvic floor strengthening and stress reduction blurring the line between recreational products and legitimate health devices.
The stigma is lifting for good
Sexual wellness is no longer seen as a niche interest but as an integral part of overall health. Many individuals are incorporating adult toys into their self-care routines as a way to relieve stress, improve mood, and increase overall satisfaction.
At Lustera, we think that's exactly how it should be.