Adult toy maker TENGA recently reacted with a post over a Google search done by Intimacy Index about the popularity of sex toys across U.S. states. Below, we talk to the TENGA team about their conclusions over these findings and the state of sex toys in American culture.

According to those Google searches you based your June posting on, it seems the sex toy market is growing by leaps and bounds. What do you think the reasons might be for this?

The sexual wellness market has grown to be a billion-dollar industry, which has gained a mainstream position in today’s market, supported by a more liberal society, increased sexual awareness, and the influence of popular culture. This was accelerated by the pandemic, which saw a number of distinct changes in consumer behavior towards masturbation during what was an enforced period of isolation. Whether it was loneliness, boredom, or wanting to try something new, the world felt liberated to explore their sexualities in ways that they did not feel before. There has also been a clear shift in how retailers perceive sexual health and its importance as part of a more holistic well-being. A clear example of this is that you can now see sex toys in places where you normally go for your weekly grocery shopping, attracting intrigue and interest amongst a wider audience and contributing to help normalize what was once considered a taboo subject.

Following from that report, it indicated that Mississippi led the data for individuals exploring adult products. Any guess as to why this state is in the lead?

There is an argument that the regions that are generally considered more conservative, like Mississippi, are more likely to explore their sexuality more privately. However, with the rise of e-commerce, they can shop or search for sex toys more discreetly, avoiding any judgment or scrutiny in their community.

What toy do you see trending now?

Despite the billion-dollar sex toy market still being dominated by female-focused products, there is a clear shift in attitudes and perceptions towards male pleasure and sex toys for penises, which we see becoming more popular and normalized than ever. In the Asian markets, disposable items like the TENGA EGGs and CUPs are our most popular pleasure items, due to the fact that they are both highly hygienic and convenient. The demand for reusable products, such as our FLIP and SPINNER Series, is much higher in the US and Europe as consumers tend to prioritize the more economical and sustainable option.

While these marketing reports and Google searches are important to recognize trends, what leads your innovative nature, as public demand and passion must play a role in creating products?

One of TENGA’s aims is to create a society that is more accepting of self-pleasure. We aim to keep pushing the boundaries so that one day, sexuality is something everyone can enjoy without shame. Many societies still view masturbation as something only for the lonely, which we know not to be the case. We hope we can be a driving force in making male sexuality more accessible and accepted. This includes focusing on masturbation aids for older generations as well as people with disabilities, as there is still a lot of taboo with these demographics.

What haven’t we seen in the adult pleasure market that is surely coming on the horizon?

Is it AI, AR, or those kinds of technologies that will lead the way with adult toys in the near future, or might it even be something we can’t even yet imagine? We are already seeing artificial intelligence (AI) increasingly being integrated into sex toys, which can enhance personalization, realism, and interactivity. However, where I believe the real change will come is in the development of a brand-new category. Just how smartphones created a new category that doesn’t fall under phones or computers but have become a part of our everyday lives, I believe a new genre for sexual wellness that isn’t embarrassing or shameful but ‘just exists’ would make for a great step forward to a more enriched and fulfilled life and help undo the stigma attached to masturbation.

What specifically does TENGA have coming up that you can tell us about?

Whilst we can’t go into specific details about what we have coming up, we can say that as the market for sex toys continues to grow in popularity, we will see an even greater number of technological developments within the category. The TENGA FLIP SERIES and TENGA SVR SERIES (Smart Vibe Ring) are clear examples of how the technology within sex toys has evolved. As one of the leading pleasure brands, we will continue to strive to make sure that sex toys are even more accessible across all demographics and made to the highest safety standards.

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