As the pleasure industry enters 2026, many industry observers predict that the coming year will be shaped not by a single game-changing breakthrough or standout celebrity partnership, but rather by the slow, powerful alignment of consumer psychology, economic reality, cultural openness and shifting demographic needs.
Certainly, innovation and technology will continue to play their part as well — especially given the dizzying rise of AI. Yet even the most momentous tech trends are just single threads in a vast web of intertwining dynamics. Other key factors swaying value-conscious shoppers include basic concerns like inflation and unpredictable disruptors like tariffs. Meanwhile, broader demographic shifts mean that aging consumers are renegotiating their relationship with pleasure, even as some wellness brands, catering to younger buyers with expectations forged in digital ecosystems, are bypassing traditional retail entirely.
Consumers are integrating wellness into their daily lives and seeking tech-enabled personalization.
In brick-and-mortar and online stores, and in the feeds of influencers whose communities trust them more than they trust their doctors, a new intimacy economy is emerging. It is shaped by value, longevity, safety, personalization and cultural fluency. Above all, it is driven increasingly by a generation of shoppers who do not separate pleasure from health, wellness or identity. For these customers, pleasure is no longer treated as a niche indulgence but as an emotional and physical utility — a pillar of total well-being.
To understand 2026, then, is to understand that nothing in the industry is isolated anymore. Technology is tied to consumer behavior. Consumer behavior is tied to economic constraints. Economic constraints influence design, pricing, materials and retail experiences. Demographic shifts redefine the very purpose of the products being made.
In this report, pleasure industry experts help us make sense of these multiplicitous and synergistic factors, how they are converging, and what trends and strategies are transforming the industry in their wake.
Tech Leads
As 2026 kicks off, sellers report growth across a range of areas: smart and interactive devices, AI-augmented experiences, beginner-friendly essentials, fantasy-inspired designs, pelvic health and function, and clean-label consumables and lubricants.
Alex Feynerol, Svakom/Kaotik’s sales director for North and Latin America, sees the diversity in trending categories not as fragmentation, but as a sign of a more mature marketplace.
“Connected, interactive wellness and pleasure products are going to see the most significant growth,” he says. “Consumers are integrating wellness into their daily lives and seeking tech-enabled personalization. We're creating a new normal where these products are part of an intelligent lifestyle.”
In other words, people are not merely using connected products for sexual pleasure — they are using them to improve function, manage stress, enhance circulation and maintain overall well-being.
“The strongest category growth is likely to come from smart and app-enabled devices, digital services such as telehealth and guided wellness platforms that combine privacy with personalization,” adds Jihan Phillips, franchise merchandiser, Adam & Eve.
Nowhere is that “lifestyle” attitude more evident than in the radical shift in aesthetics. Hypersexualized packaging has been replaced by soft shapes, warm palettes and elegant lines more evocative of skin care and home wellness products than “novelties.”
This evolution is not superficial. It reflects a change in how people perceive pleasure: not as a secret vice, but as part of their daily routine. Pleasure tools now sit on nightstands, bathroom shelves and vanity trays without shame.
“AI will become a central part of this evolution, powering smarter, more adaptive devices that learn user preferences, customize experiences, and create more intuitive interactions,” said Geneviève Larivière, global sales director for Liberator. “These advancements, paired with inclusive design and discreet purchasing options, will help broaden the market across genders, orientations and age groups.”
Larivière adds, “Categories such as male-focused devices, anal play, and wellness-focused kits will also expand as technology makes them more approachable and tailored to individual needs,” she adds. “Overall, AI’s integration will transform sex toys from static products into dynamic, intelligent pleasure devices — accelerating growth across nearly every segment of the industry.”
Come Young, Come Old
The fact that product design is becoming more inclusive and responsive to different bodies and ages — manufacturers are designing for arthritic hands, for postpartum recovery, for couples seeking angles that accommodate mobility limitations — reflects another important fact: The market isn’t monolithic. For one thing, different generations are seeking satisfaction in different ways.
It’s no secret that younger, tech-savvy consumers — especially adult Gen Zers — have been redefining standards. They grew up in an era of biometric smartphones, frictionless authentication, home automation and digital personalization, and they have expectations to match.
“Young adults expect AR, AI and seamless integration as baseline features,” says Zondre Watson of Ero-Tech. “Not intimate products that require a five-button sequence to turn on.”
They also want “personality-packed” toys, according to Blanca Estrada-Gonzalez of Like A Kitten.
“Beginner-friendly, nonphallic vibrators will continue to dominate,” she predicts. “Playful silhouettes are what younger shoppers gravitate toward.”
You can’t get much more playful than rainbow unicorns and dragons. Playful, character-driven fantasy designs — unapologetically quirky and often driven by TikTok virality — are attracting younger buyers who prefer fun and freedom over anatomical realism.
As millennials and Gen Z move out, they’re also incorporating more of their sensual lifestyle in their home with sex positioning gear that blends in seamlessly.
“Pieces that look like ottomans, benches, or loungers but deliver better angles and support,” said Larivière. “Products that serve dual purposes (everyday seating and intimacy enhancement), ship quickly in flat-pack formats, and integrate modern interior design trends will see rapid adoption. Modular wedge and ramp systems — especially compact, stackable, or travel-friendly sets — are also poised for strong growth as entry-level, approachable positioning tools.”
“Vanilla kink” features and tech-adjacent enhancements will round out the fastest-growing segments within the sex furniture category.
“Furniture with discreet anchor points for restraints, pieces optimized for safe kink exploration, and motion- or ergonomic-assist elements (tilt, lift, warmth, vibration) will attract both adventurous beginners and experienced users,” Larivière adds.
Meanwhile, arguably the most neglected demographic — aging adults — may also be the most eager.
“They’re hitting retirement with better health, more disposable income and fewer inhibitions,” Watson observes. “Yet products supporting intimacy for older adults barely exist.”
April Lampert, vice president of business development for Pipedream, agrees.
“We’ve overlooked the power couples and empty nesters,” she says. “I’m talking about the 50-plus crowd. They have the experience, the wisdom and, finally, the time to truly enjoy themselves without hiding their toys in a sock drawer. They’re not aging; they’re leveling up, and the industry needs to speak their language, which is less teen angst and more premium, no-nonsense satisfaction.”
At this prime age for pleasure, shoppers will be leveling up their experiences with sex enhancers.
“Desire for stronger erections and increased desire has always been high on many wish lists, but with an aging population, these needs will only become stronger,” said Laura Staal, founder of Dutch online retailer Miss Steel. “This is the part that comes before sex — because sex is at its best when you're turned on and physically prepared. Improving that will become a major focus in the market.”
Larivière also predicts a rising demand for accessibility-focused products.
“Higher weight capacities, supportive handles and grippier surfaces will set apart winners in this market,” she adds.
A large, financially stable demographic emotionally primed for pleasure? Brands that cater to these shoppers’ preferences — which include reliable, ergonomic, easy-to-hold designs with intuitive controls and “grown up” aesthetics — will be the ones that stake the strongest claim in this space.
Intelligent Intimacy
Companies in the adult industry and the pleasure sector have always been early adopters and adapters. The question is no longer whether tech belongs in pleasure, but how much tech and AI consumers want and how seamlessly it can be integrated into their experience.
“Picture this,” says Zondre Watson of Ero-Tech. “You’re talking to your toy. It knows what you like and learns your desires over time. It’s like your partner — the first time was awkward, but eventually they figure you out. Imagine a toy that responds to your body’s biometric feedback in real time, without an app, without fumbling with buttons. Just connection.
“This isn’t science fiction,” he adds. “The infrastructure already exists.”
Amy Carnegie, buyer and product development exec at Barnaby Ltd. — the parent company behind retailers Good Vibrations, Babeland and Camouflage — shares Watson’s expectations.
“We are going to see strokers and vibrators that speed up, slow down, change rhythms or even say your name when the user says so,” she says. “Like Alexa or Gemini for your sex toy.”
Meanwhile, biometric integration could mean adjusting intensity based on heart rate, pelvic muscle contractions, breathing or other arousal signals. These technologies already exist in fitness and health care. Pleasure is the next logical application.
Perhaps the most fascinating frontier, however, is conversational AI. A toy that speaks your name, responds to your instructions or whispers in your ear occupies a whole new sensory register — one that blends emotional and physical feedback loops.
Staal sees this as a game-changer.
“Imagine a toy that actually learns what you enjoy and adapts to your preferences,” she says. “Now combine that with a chat feature. Suddenly you’re interacting with something far more personal.”
Companies like Shots America are already testing AR characters that integrate with physical products, while Lovense has built AI companions directly into their devices, Watson highlights.
Beyond traditional connected devices, Staal predicts AI-enabled sex dolls will become far more mainstream.
“They’ll interact, respond and learn, creating a category that is much more dynamic than a traditional doll,” she says. "It won’t replace a human, of course, but it will create a completely new category in intimacy tech.”
Practical Pleasure
As always, there is also the issue of shoppers’ budgets. Inflation has reshaped buying habits globally, as customers have become more strategic about their purchases.
Retailers across North America, Australia and Europe report a noticeable shift toward entry-level vibrators, mini-massagers, bullets, beginner anal play and compact dual-motor items priced under $40. This shift may best be understood not as “bargain hunting” so much as “value seeking.”
“People don’t stop prioritizing their pleasure,” says Fantasy Gifts owner Dee Bertino. “They just adjust how they access it. Right now they’re gravitating toward that sweet spot, like a $30 vibrator that becomes their little escape. Maybe they’re not buying a new refrigerator — but they’ll at least buy another appliance that’ll make them feel good.”
This trend is reflected in the softening demand for midrange products, says Nobu Toys Creative Director Karalyne Fosty.
“Shoppers are either gravitating toward accessible, dependable essentials or consciously treating themselves to premium pieces they already know and trust,” Fosty notes. “The middle ground, where products are neither budget-friendly nor high-end, no longer seems to resonate the way it used to.
“The market is still growing, yes, but not in the carefree, impulse-heavy way that it did a few years ago,” Fosty continues. “With inflation still affecting day-to-day budgets and tariffs quietly squeezing costs behind the scenes, customers are far more intentional about what they buy and why. That shift alone is reshaping our entire industry.”
For Australasian Adult Product Distributors CEO Linda Zerella, the economics of the moment have merely highlighted a basic tenet underlying most industries.
“Customers want value for money,” Zerella attests. “They’re willing to spend more, but only when a product clearly delivers added value.”
It isn’t enough for a toy to simply look premium, she notes. It also has to feel premium — and brands need to convey key value propositions.
“For 2026, I hope to see continued innovation in textures, ergonomic shapes and user-centered design,” says Zerella. “Plus, a stronger industry focus on consumer education around safety, authenticity and long-term value."
A Changing Competitive Landscape
Word-of-mouth marketing via social media platforms has become a dominant source of business in the digital age.
“That’s where I see the most growth taking place moving forward,” Carnegie says. “More and more people look to Instagram, Reddit and TikTok for guidance and inspiration — whether it be for local food recommendations or the next, best sex toy.”
Rather than relying solely on traditional ads or in-store recommendations, they turn first to the platforms where they already spend their time. They scroll through social feeds, paying close attention to what their favorite personalities are using or endorsing. These voices — trusted, relatable and consistently present — help shape purchasing decisions by offering real-world context and social proof. As a result, consumers feel more confident exploring new products that align with the content they see in their everyday feeds, says Tom Hassid, senior key account manager at Oh La La Cheri.
“We view social media as a powerful tool for brand recognition, which ultimately increases demand for our partners carrying Oh La La Chéri products,” he said. “A significant change we’re seeing is the increasing role of AI tools, which can provide personalized recommendations based on individual preferences and prompts, making product discovery even more tailored.”
Influencers are launching their own products, selling to followers who trust them implicitly. The creator economy has fractured old assumptions about distribution, with direct-to-consumer brands bypassing traditional wholesale completely. Direct-to-consumer brands are even bypassing traditional wholesale completely.
Some are women’s health startups, venture-backed wellness brands or clinically positioned intimacy companies. These DTC ventures are entering the market at breakneck speed — but they are not selling through distributors or tapping into adult industry channels.
“Why wholesale to stores when you can sell directly to 500,000 followers?” Watson asks. “They aren’t joining the adult industry — they’re building around it.”
Playing to Our Strengths
For brick-and-mortar stores, Watson suggests, these shifts present a challenge — but also an opportunity.
“You can provide value that can’t be replicated online,” he offers. “You can become a boutique that can explain to customers how their new AR-enabled toy syncs with their phone, or why biometric feedback integration matters. You can demonstrate how that AI companion works, or help someone choose between devices based on their actual needs rather than just what’s on sale.
“That store survives,” Watson adds. “The store that just stocks products and waits for walk-ins — that store is competing on price against warehouses with infinite shelf space, and that’s a losing game.”
In his monthly XBIZ Premiere op-eds, Watson has provided guidance on the AI tools available to retailers — which he says aren’t just for inventory management anymore.
“Smart retailers will use these tools to optimize inventory, streamline customer service, improve merchandising, and even boost security,” he predicts. “The stores that adopt these operational efficiencies will simply outperform those that don’t. When it comes to emerging sextech like AI companions, retailers who know how to showcase and explain these products will become the trusted source — they’ll predict which emerging technologies their specific customer base will adopt first and will have staff trained, displays ready, and answers prepared when customers begin asking questions. Because they will ask.”
The stores that thrive, then, are those that transform themselves from product repositories into into information centers. At Fantasy Gifts, Bertino notes, that approach includes Sex 101 training, ongoing education and access to an on-site sexual health consultant for its staff.
“People come to us not just for a product recommendation, but for reassurance and expertise,” she explains.
Providing those valuable resources means that, to thrive in 2026, adult retail professionals must be more than salespeople. They must be educators, cultural interpreters, technologists and relationship-builders. They must understand not only how a product works but why a customer wants it and what fears or aspirations surround their purchase.
“Service isn’t just about being friendly,” Bertino advises. “It’s about being knowledgeable, judgment-free and genuinely helpful. When someone walks into our store, they're not just getting a product recommendation — they're getting education, reassurance and expertise. That's something you can't get from scrolling Amazon reviews at midnight.”
Retail staff must foster an environment where customers feel comfortable asking questions — then be prepared to speak fluently about body-safe materials, sexual anatomy, product functionality and advanced features.
“People can buy a vibrator anywhere,” Bertino points out. “But can they walk into a welcoming space, ask questions without embarrassment, discover something new and leave feeling empowered? That’s what turns a transaction into a relationship, and keeps customers coming back."
Ready for the New Year
Across the industry, companies are preparing for 2026 with strategies as various as the forces shaping the sector.
Some retailers are taking on the online competition by stepping up as content creators. Nalpac/Entrenue Director of Marketing and Strategic Partnerships Phoebe Grott has observed shops build TikTok followings by educating customers, demonstrating products and normalizing pleasure through approachable, personality-driven videos.
“Retailers are becoming influencers in their own right,” she says. "They are educating their communities, shaping conversations around pleasure, and bringing trusted, experience-based recommendations to platforms that desperately need credible voices.”
At CC Wellness, JO is entering the new year with momentum, thanks in no small part to a new 220,000-square-foot manufacturing facility that is expected to increase capacity and speed up product development.
According to Timothy Ferencz, director of North American sales for JO, the brand’s 2026 pipelin ealso includes line extensions and new SKUs.
“Retail partners have shared their need for stronger merchandising and educational support, particularly within lubricants,” Ferencz says. “In response, JO will introduce a comprehensive in-store merchandising program in late 2026. This initiative is designed to help retailers present the category with clarity and confidence while creating an easier, more welcoming shopping experience for consumers.”
Svakom and Kaotik Labs are deepening their technological ecosystem as well, investing in R&D with what Feynerol frames as a commitment to cohesion.
“When we innovate for one product, we’re improving the entire lineup,” he says.
Good Vibrations and Babeland are doubling down on private label expansion, building exclusive collections that elevate brand identity and respond to customer demand for quality, trust and meaningful design. Carnegie believes these lines will strengthen both in-store and online presence across the country. Additionally, the upcoming year could bring further retail expansion for Barnaby.
“We are always looking to potentially expand our physical footprint through opening stores and strategic acquisitions,” Carnegie explains.
Fantasy Gifts, meanwhile, has been embracing adaptability with flair, cultivating a more diverse customer base by adding a Romantasy Bookstore — a separate 500-square-foot space with over 2,000 romance books.
“Romance is having a massive cultural moment,” Bertino says. “We’re seeing mainstream appeal at a level we haven’t witnessed since the ‘Fifty Shades of Grey’ phenomenon.”
The result has been a significant boost in cross-category sales, as the bookstore draws in customers who might not otherwise enter an adult store — and more than half end up purchasing a pleasure product as well.
“It’s been the quickest, most organic way we’ve found to reach new customers,” Bertino shares.
And companies like Oh Là Là Chéri are listening closely to retail partners, tailoring assortments to ensure healthy margins and strong sell-through. Hassid frames it as a commitment to partnership rather than a transactional relationship.
At Pipedream, Lampert blends reverence for legacy with hunger for innovation.
“I take a good look around at the absolute legacy that is Pipedream — 50 years in this business,” she said. “That’s 50 years of breaking taboos, starting conversations, and literally bringing pleasure to millions. It’s both an honor and a responsibility to help write the next chapter.”
Prepping for the new year entailed a mix of deep-diving into data “like a pleasure-focused detective” and listening to what the adult retail community is really craving. As co-host of the “Shameless Sex” podcast, Lampert says she also taps into the feedback from listeners and fellow sex educators.
This is the intimacy economy: a new landscape where pleasure is understood not just as escape, but as embodiment and self-care. In this world, toys learn, bodies respond, brands listen, retailers guide, and consumers lead.
The story of 2026 is not one of disruption, chaos or technological spectacle. It is a story of integration. A story of an industry that once lived at the margins stepping confidently into the center of wellness culture. A story of consumers who refuse to sacrifice pleasure even in uncertain times, choosing instead to make it more intentional, more personal, more aligned with their values.
So much has changed — and yet everything is returning to its simplest truth: pleasure is personal. It is powerful. And in 2026, it is finally being treated as essential.
