In 2025, men's interest in sex toys for personal use rose by as much as 400%. Sex toys have become part of Top 3 Most Popular Products among male audiences.
According to the annual analytical report Feeld Raw 2025 (международный сервис для кинки/открытых отношений), according to a report published by the dating service Feeld, men's interest in sex toys "for themselves" has shown an unusual surge—jumping by 400% over the past year. The sexual wellness product category has officially been included in the top three fastest-growing and popular among male audiences.
Analysts point to several key reasons why products that were previously considered “niche” or even “marginal” have become mainstream.
The concept of “self-care” instead of a taboo.
Men no longer view pleasure and physical health as something taboo or embarrassing. Now it’s just as much a part of self-care, such as exercise or a healthy diet.
A generational shift.
The main drivers of growth were Millennials and Gen Zers. For them, openly discussing personal preferences and sexuality has become a natural and less stigmatized process.
The Flexibility of Identity.
Researchers note a global cultural shift: men are increasingly turning away from fixed labels and gender stereotypes in the areas of self-expression and relationships.
Is this a global trend, or just a Russian one?
This trend is global in nature, but the figures for Russia are also impressive. As of early 2025, Russians’ spending on sexual health products had increased by 23% in physical terms. The total size of this market in Russia exceeded 56.5 billion rubles, and the number of items purchased exceeded 70 million.
При этом структура рынка в России имеет свои особенности. Если в мире мастурбаторы и другие технологичные гаджеты для мужчин показывают взрывной рост, то в РФ на фоне проблем с трансграничными платежами и импортом доля именно «жестких» игрушек в 2024 году немного снизилась (с 34% до 30%). Тем не менее, общие траты на категорию растут, а на первый план выходят интимная косметика (14% рынка) и эротическое белье, где сильны позиции российских производителей.
Experts believe that we are witnessing a fundamental a transformation in perceptions of male sexuality. Men are no longer “passive” consumers in the pleasure industry and are beginning to actively explore their own needs. The development of a culture of sexual health and the expansion of social boundaries mean that buying a sex toy is no longer a source of shame, but rather a routine act of investing in one’s own well-being.
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