Sex toy sales soar, thanks to new show
YOU know Netflix’s famous tagline “Netflix and chill”? It has a whole new ring to it after a study conducted by a UK sex toy review website.
According to Daily Sex Toys, online interest for dildos and similar sex toys shot up by 87% since the October release of Netflix’s Sex, Love & Goop, hosted by Gwyneth Paltrow.
In the world of pop culture, Paltrow’s pseudo-science hot takes have made her a sex guru of sorts. It’s also probably the reason why she managed to bag two Netflix deals, the most recent being Sex, Love, and Goop.
With Paltrow heading a cast of experts, the docu-series gives an intimate glimpse of courageous couples’ journeys towards more pleasurable sex and deeper intimacy.
Pleasure aids have grown in popularity over the past decade and adults of all ages are taking part in spicing up their love lives, along with personal pleasure moments, said Daily Sex Toys.
Paltrow has never shied from brutal honesty when it comes to her sex life. In the candid series, she has opened up to encourage the public to embrace their sexual pleasures and make the most of their bedroom – one of them being sex toys.
“It’s great to see that people are starting to become more adventurous in the bedroom,” said Courtney Johnson, the senior editor at Daily Sex Toys.
“We’re seeing more people having conversations around what they like in the bedroom, and the show has certainly been a catalyst for that.”
But we can’t give Paltrow all the credit for invigorating adult toy sales. The pandemic and subsequent lockdown might also have played a part.
Sari Cohen, the owner of Allure Sensuality Emporium said that when restrictions were lifted, she was inundated with requests.
“In general, we saw a positive approach and more curiosity toward sex toys and understanding of pleasure and sexual needs,” she said.
Berlin manufacturers WOW saw its global sales treble over the past year, Sweden’s Lelo said its sex toy sales were up 10% last year, despite stores being closed.
The global market is set to almost double, from $28.6 billion (R431bn) to $52.7bn between 2019 and 2026, according to a Statista report.
“Western societies have reached an era in which sexual well-being is totally normal. Buying a sex toy is no longer taboo,” Christophe Manceau of market researchers Kantar said.
A 2017 report on the global sex toy industry, released by the Statistic Brain Research Institute, showed that South Africa had the third-highest number of Google searches for sex toys.
The most popular items bought online were vibrators, rubber penises, lubrication, anal beads and penis rings.