Across Latin America, pleasure shoppers are looking for innovation, but winning their business requires brands to balance aspirational qualities. Consumers are watching every dollar — or peso, Brazilian real, Peruvian sol, etc. — as tariffs, exchange rates and import costs push retail prices upward.
Despite these pressures, shoppers are becoming savvier, researching products, comparing materials and features and expecting quality from the brands they support. They may be price-conscious, but they are also increasingly discerning, seeking products that deliver enticing features, safety and value without stretching their budgets.
“In Latin America, the pleasure market is undergoing a powerful transformation,” said Diego Silva of Banana Pop Sex Shop in Peru. “What began with the boom in suction toys is now becoming a constant search for more sophisticated, personalized and surprising experiences. Consumers are increasingly informed and expect safe materials, quiet motors and products with a genuinely useful life.”
Silva thinks global companies have a better chance to reach LATAM customers if they integrate innovation with suitable pricing, education and robust after-sales support. The key is “combine.” High product quality alone might not counteract a price inflated by distribution channels. Conversely, a low-cost product might close a sale but fail to foster trust or loyalty.
The challenge for vendors and retailers is to serve both an emerging wellness consumer and a shopper whose choices remain constrained by economics. Additionally, it’s essential to view LATAM as neither a single market nor a less-developed version of the U.S., but as a collection of distinct markets whose consumers are setting their own pace and priorities.
Everyday Categories Keep Baskets Moving
For many businesses, the most dependable growth is coming not from expensive devices but from products that are consumable, familiar or easy to try.
Holiday Products Sales Executive Chris Armstrong has helped bridge the gap between U.S. brands and LATAM retailers. He’s observed that lubricants, cosmetics, edibles, supplements, stimulants, and accessories are giving customers accessible entry points into the category and driving recurring purchases for stores.
“Consumers are gravitating toward lower-cost sizes, particularly 1-ounce and 2-ounce products, which offer a more affordable entry point and encourage trial purchases,” he explained.
Lingerie also remains strong throughout the region, while toy sales have slowed as retailers source more inventory directly from Chinese manufacturers and intensify price competition for distributors.
Luz Vasquez, CEO of Lencerias Encantadas in the Dominican Republic, also sees consumables trending in her region. Her customers are also showing greater interest in workshops and experiences designed to strengthen connection between partners.
“I see a great opportunity among adult women who want to feel more confident and explore their sensuality discreetly, couples looking to break out of a rut, and first-time shoppers who need more personalized guidance,” she said.
While shoppers are interested in pleasure education, products that require little explanation, fit easily into an existing routine or invite a couple to explore together can feel less intimidating than a highly specialized device that requires a user manual. They also allow retailers to build a basket around an experience rather than rely on a single large-ticket sale.
Efren Mendez Garcia, owner of Love Store Mexico in Baja California, said soft, flexible products made with medical-grade silicone are growing for his business. He is also seeing stronger sales of male masturbation products, including among single and divorced consumers of all genders.
At the same time, viral products can abruptly reshape demand. Mendez Garcia pointed to performance honeys and a lemon-shaped suction toy that supplanted rose-shaped toys in the social media conversation. Soft-touch, cushioned products, smaller toys without phallic shapes and beginner-friendly bullets with strong intensity are also moving.
“Thankfully, many new customers are coming in to buy their first toy, which helps us a great deal because beginner toys are among our bestsellers,” he reflected.
Those shoppers often add lubricants or other complementary items to create a fuller experience. Men’s rings are performing well too, in part because customers see them as an alternative to pills or supplements.
The category mix can vary sharply even within Mexico. Polo Medina, owner of Sex Shop Matamoros in Mexico, said small suction devices have been bringing traffic into his stores, with customers arriving to request toys they first encountered on social media. Yet when it is time to purchase a dildo or vibrator, familiar anatomy frequently wins.
“At the end of the day, even if we have new designs, colors and features, most customers end up buying penis-shaped dildos or vibrators in skin tones that look like the real thing,” Medina observed.
Advanced buyers seek silicone, while many newcomers choose TPE because of the price difference.
Oscar, a sales representative for Grupo Torher, reported a similar preference. His strongest sellers are penis-shaped toys, including vibrating, warming, rotating, pulsating, rechargeable and waterproof models. Items that depart from that shape do not perform as consistently in his business.
These accounts complicate any tidy regional trend line. Air-pulse toys, app control and AI experiences may generate buzz, but classic shapes, lingerie, lubricants and beginner products continue to underpin daily sales. Innovation attracts attention. Accessibility and familiarity often close the sale.
Price and Quality Pull in Opposite Directions
Affordability is the most consistent theme across the responses from LATAM experts, with a workable price range that depends on the country, category, channel and intended consumer.
Oscar noted that products that retail for less than $9 sell better in Mexico. Shoppers may want quality, performance and technology, he expressed, but many simply cannot afford the resulting retail price. High import costs and the exchange rate make the Mexican market almost the inverse of the U.S. market in that respect. At his store, TPE and ABS products outperform silicone largely because they cost less.
In condoms, the mass and premium tiers are developing side by side. Jaime Salvador of Comercio Mexicano Internacional said standard natural rubber latex continues to dominate volume because an accessible three-pack typically sells for about $3. The more dynamic growth, however, is in ultra-thin products that promise a skin-on-skin sensation, as well as nonlatex polyisoprene and polyurethane options for consumers seeking hypoallergenic alternatives.
“Sensory and playful options such as flavored condoms and textured, ribbed or dotted variants continue to perform well, driven by youth marketing and impulse purchases,” Salvador added.
Climax-delay condoms remain in steady demand among male shoppers. In lubricants, lower-cost water-based formulas maintain an advantage over silicone-based products.
At the premium end, Ivan Contreras, Satisfyer CEO for the Americas, said demand is strongest in the $30-$80 retail range. He identified medical-grade silicone, waterproof construction, USB rechargeability, quiet motors and long life as increasingly expected features rather than optional upgrades.
Lupe Martinez, executive director of marketing for CalExotics, agrees that Latin American consumers have become more knowledgeable and discerning, looking for products that deliver quality, innovation and value. Affordability remains important, but trusted brands and a premium experience carry increasing weight.
“Retailers are finding the greatest success by offering assortments that balance functionality, accessibility and dependable performance,” Martinez noted.
Modern, approachable designs, multiple functions, couples appeal and sexual wellness benefits help an assortment reach first-time and more sophisticated buyers without forcing a store to choose one audience over the other.
Alejandra Preciado of Fantasias Boutique in Baja Mexico believes the industry has overcorrected toward low-cost, visually driven products since the pandemic. She said aggressive prices, private-label competition and “disposable” pleasure products have made it difficult for established retailers and recognized brands to compete on price alone. In the process, she argued, the industry has paid too little attention to adults ages 35 to 50 who have purchasing power and are willing to invest in safe, reliable products that last.
“Rather than chasing the lowest price, I believe our industry should reconnect with consumers who are willing to pay for genuine quality, body-safe materials, product reliability and strong warranties,” Preciado mused. “These are the same consumers who today are investing more than ever in their overall well-being, whether it’s healthier food, natural ingredients, fitness or preventive health care.”
For this audience, sexual wellness belongs within that larger lifestyle and is judged by similar standards. Preciado sees an opportunity to rebuild relationships with shoppers who value trust, longevity and a premium experience over short-term novelty. The objective is not merely to secure one purchase, she emphasized, but to accompany customers through a longer sexual wellness journey.
Mendez Garcia offers a counterpoint to the assumption that price always sets the ceiling. In his store, he conveyed, the importance of cost recedes when customers understand a product as an investment in their relationship.
“There is no better investment than your relationship,” he remarked.
Build Trust Before the Box Opens
The divide between realistic and discreet designs is just as pronounced as the split between entry and premium pricing. Traditional shapes and skin tones remain important in some stores, while elsewhere shoppers are drawn to products that could sit comfortably in a beauty, fashion or self-care environment.
Contreras noted that modern, minimalist aesthetics resembling beauty or wellness products are increasingly preferred over explicit adult designs. Attractive packaging supports discreet gifting and storage, while ergonomic design, multiple stimulation modes, app connectivity and air-pulse technology help premium products distinguish themselves from lower-cost competitors.
Sylvia Lopez, regional sales manager for Sportsheets, said consumers have grown more intentional, favoring quality, comfort and value over novelty alone. Body-safe silicone, soft-touch finishes and high-quality fabrics stand out as people learn what they are bringing into their intimate lives.
“Design has become a major differentiator,” Lopez explained. “Consumers are drawn to products that feel elevated, sophisticated and giftable. Clean packaging, premium finishes, fashion-inspired colors and discreet presentation help make the shopping experience feel more comfortable while reinforcing the quality of the brand.”
Those details communicate trust before the package is opened. They can also make products more approachable for customers who are curious but not ready to identify with conventional adult-store imagery.
Brenda Garcia de Quevedo, Blush regional manager for Latin America, said women are increasingly driving the market and selecting products for themselves. That independence has sharpened their expectations.
“Latin American women are more selective now about product quality because they realize sexuality is part of their well-being and not just a favor for their partner,” she reflected.
Sportsheets is seeing demand for versatile products that let couples explore at their own pace, including sensory play, light restraint and accessories that can be introduced gradually. The approach helps customers expand their repertoire without making the first step feel advanced or intimidating.
From Taboo to Wellness, but Not at the Same Speed
Sources repeatedly described a cultural opening around sexuality, particularly among women, millennials and Gen Z. That change is creating demand for products as well as credible information. It is also unfolding unevenly across countries, cities and generations.
Ludmilla Fagoaga, LELO sales manager for Mexico and LATAM, said attitudes vary across a region as diverse as Latin America, but conversations about sexual wellness are becoming more open.
“While cultural and religious considerations are still significant in many markets, we’re seeing consumers become more curious, better informed and more comfortable seeking trusted information and quality products,” Fagoaga explained. “I believe the region is moving from a culture of taboo toward one of education and empowerment.”
Garcia de Quevedo described the conversation as having moved out of the sex shop and into wellness. Pleasure is discussed in relation to health, self-care and relationships, she noted, and social media has normalized the category more rapidly in the past five years than in the previous 20.
Lopez has watched that evolution firsthand as a Latina and during nearly two decades with Sportsheets. She observed that traditional family values remain influential, but discussions of intimacy, relationships and sexual wellness are markedly more open than they were five or 10 years ago.
“Today’s consumers, especially younger adults, are seeking education alongside products,” Lopez observed. “They’re asking questions, researching online, reading reviews and looking for brands they feel they can trust. The conversation has shifted from being purely about novelty to being about connection, wellness, confidence and shared experiences.”
Martinez likewise sees LATAM consumers increasingly treating pleasure as a natural component of a healthy lifestyle. Retailers are answering with broader assortments and more educational resources, though each national market retains its own character.
This opening is bringing previously underserved groups into clearer view. Salvador urges brands to stop speaking almost exclusively to heterosexual men. He called women the single most significant untapped demographic in LATAM markets, pointing to financial independence and the destigmatization of female sexuality as factors changing who purchases barrier protection.
“Brands that pivot away from hypermasculine aesthetics toward elegant, body-positive and female-empowered branding are seeing phenomenal brand loyalty,” Salvador maintained.
Digital-native young adults also respond to eco-conscious packaging, vegan-certified materials and inclusive messages centered on mutual pleasure. In metropolitan markets such as Mexico City and Guadalajara, LGBTQ+ shoppers form a discerning audience for specialized options including extra-lubricated condoms and nonlatex barriers, paired with campaigns that reflect their relationships.
Social Media Opens the Door to Discovery
Digital platforms are not simply advertising channels in LATAM. They are product-discovery engines, informal classrooms, discreet storefronts and, increasingly, competitors within the supply chain.
Armstrong said social media has become one of the strongest drivers of new-product sales in Latin America.
“When a product starts trending or goes viral, customers come in asking for it,” he explained.
Manufacturers that provide ready-to-use photos, videos and posts make it easier for retailers to build on that excitement.
Medina’s experience with suction toys and Mendez Garcia’s account of fast-moving viral shapes show how directly online attention can turn into store traffic. The dynamic rewards speed, but it can also shorten trend cycles and encourage retailers to chase products without enough training or differentiation.
Ecommerce is also changing how shoppers enter intimate categories. Salvador observed that Amazon, Mercado Libre and Rappi are disrupting the traditional discomfort of buying at a pharmacy counter. Discreet door-to-door delivery makes premium purchases easier and more private, particularly for customers who may not feel comfortable shopping in person.
However, marketplace growth comes with channel conflict. When manufacturers sell at or below distributor pricing, retailers and wholesalers lose an incentive to invest in inventory, training and category development. Digital expansion can widen access while simultaneously weakening the partners that have built local demand.
The most useful digital content is therefore not merely translated advertising. It needs to match the formats people use and the way local stores sell. Garcia de Quevedo called for vertical videos and WhatsApp-ready product sheets that retailers can share under their own names. Medina believes Spanish-language reels could reach a generation of young people who may not yet know that a pleasure product could meet a need.
Distribution Economics Reshape the Shelf
Behind the consumer trends sits a difficult operating environment. Tariffs, political uncertainty, fluctuating currencies and global economic pressures have made retailers more selective. They have also encouraged direct sourcing and private-label development, shifting power within the traditional manufacturer-distributor-retailer chain.
Rodrigo Velarde Hernandez, commercial director for Mexican distribution company Intcomme, said the region does not need more products as much as it needs better strategies. After years working in importation and direct commercialization with manufacturers, distributors and retailers, he has watched the market grow significantly and more recently enter a sharp sales slowdown.
“The problem is not a lack of consumers; the problem is that many strategies continue to be designed with markets that work very differently from ours in mind,” Velarde Hernandez explained.
International brands often arrive in Mexico believing they can reproduce what works in the U.S. or Europe. In practice, he contended, a consumer still discovering the category is more likely to want a product that is simple, reliable and easy to use than the most sophisticated device in a catalog. Because the first experience can determine whether that shopper returns, leading with a complex, expensive product can be a costly mistake.
He also urges companies to reconsider the route products take before reaching the region. When goods made in China travel through a U.S. distribution hub before continuing to Latin America, added costs eventually reach both distributors and consumers.
“Chinese manufacturers have evolved very quickly,” he noted. “Today they offer OEM production, private-label development and the ability to ship directly to practically any country in the region.”
Reducing an unnecessary step can lower costs, shorten delivery times and protect margins across the chain. Still, efficiency cannot come at the expense of viable local partners. Velarde Hernandez emphasized that wholesalers do more than move merchandise. They finance inventory, train sales teams, introduce brands, participate in trade shows and support small businesses that cannot import directly from Asia.
He also questioned marketing investments centered on short-term promotions for select customers. Sales generated by discounts disappear when funding ends, he reasoned, whereas investment in recognition, education and consumer trust benefits every distributor carrying the brand.
“A strong brand sells in any channel; a promotion only sells while the discount lasts,” he reflected.
Speaking the Local Language
If there was one near-universal request from respondents, it was education. Retailers need staff training that explains what a product does, whom it serves and how it differs from the item beside it. They also need localized tools that can move seamlessly from a training session to the sales floor, ecommerce page, Instagram reel or WhatsApp conversation.
Armstrong emphasized that training can be in person or online, but store owners and employees need enough understanding to introduce a product confidently. Spanish materials are especially important because packaging and marketing resources still too often arrive only in English.
“Spanish brochures, videos and online resource centers make it much easier for retailers and their customers,” he noted.
Simple displays, signs, testers and strong product imagery support both physical and online stores.
Ervin Ramirez, director of Latin American sales for Dr. Tush, said that Spanish-language packaging converts at a higher rate because it speaks directly to consumers. He also identified effective point-of-sale training and a Spanish-language website as essential, noting that shoppers view products made in the U.S. as a sign of quality.
Contreras advised that on the sales floor, premium displays, shelf talkers, comparison charts, testers where permitted, and QR codes linking to educational videos can improve conversion. He also called for localized Spanish and Portuguese content, influencer collaborations, email campaigns, and retailer-ready digital assets to help businesses work around advertising restrictions.
Martinez emphasized that product education remains retailers’ most valuable tool because it enables associates to explain features and differences and make personalized recommendations.
“Ongoing education and marketing support help retailers keep pace with new technologies while creating a more engaging shopping experience that ultimately builds consumer confidence,” she observed.
Garcia de Quevedo stressed that localization must extend beyond language. A message that resonates in one country can miss two borders away, making trusted local brand ambassadors particularly powerful. She explained that an ambassador who speaks the way the region speaks and has credibility with stores can accomplish what a generic catalog or campaign cannot.
She paired that local presence with recurring Spanish-language training on materials, body safety and function.
“A confident associate is the best merchandising tool there is,” Garcia de Quevedo remarked.
She also recommended self-guided merchandising kits, testers, clean planograms and packaging that explains the benefit instead of loudly announcing the category.
Lopez described education as the foundation of a successful launch. Straightforward selling points, demonstration videos and comparison guides should build confidence without overwhelming employees or customers. Clean displays, lifestyle imagery and presentations that place complementary items together can encourage cross-category discovery.
“Retailers need turnkey support,” she emphasized. “Ready-to-use social media assets, digital banners, point-of-sale materials, product videos, educational content and localized Spanish-language resources allow stores to launch new collections quickly and consistently.”
Support must continue after launch. Lopez compared strong retail partnerships to healthy personal relationships: Both require consistency, communication and attention. Training, responsive service and fresh creative resources give associates reasons to keep recommending a collection after its initial novelty fades.
New Horizons for LATAM
Preciado believes the next stage is less about flooding stores with inexpensive goods than restoring trust with people who recognize quality and invest in their well-being. Velarde Hernandez similarly argued that the region’s future depends on understanding consumers, strengthening distributors, developing brands with identities and designing plans specifically for LATAM.
“Latin America has enormous growth potential,” Velarde Hernandez concluded. “Openness toward sexual wellness is increasing, and there is a new generation of consumers willing to explore this category. But that growth will not happen by inertia.”
Latin America does not need to copy another market’s formula. Its consumers are already showing the industry what works: useful innovation, affordable pricing, authentic representation, local language and long-term, dedicated support. The opportunity belongs to companies willing to listen closely enough to build around those realities.
