Top things that have changed for sex toys in 10 years

4 November is World Sex Toy Day! So for the occasion, we're taking a look at the changes and evolution this market has undergone over the past 10 years.

In 10 years, what has changed on the sex toy side?

1 - The democratisation of sex toys

Buying a sex toy is no longer reserved for a niche and specialist clientele. Today, the average person has their toy in their bedside table. We've come to understand that pleasure is health! And we love being healthy, no? Toys are therefore now mainstream products, even sold in supermarkets! From their shelves behind the tinted glass of small dark shops to the intimate essentials aisle at Monoprix, they've come a long way! Today, 51% of French people have already used one, compared to 19% in 2010. At Passage du Désir, toy sales increased by… 400% between 2011 and 2021! Quite an impressive progression!

2 - The evolution of products

Well yes, in 10 years, sex toys have matured too! Just as we've gone from mobile phones to smartphones in 10 years, technological advances have also made their way into the world of intimate toys! The famous Rabbit from Sex and the City and the "creative" duck have been dethroned by contactless stimulators and connected toys. Sales of the latter have in fact multiplied tenfold over the past 10 years.

Indeed, rabbit sales have fallen by 40% in recent years. Today, more than 1 in 4 sex toys we sell is a contactless stimulator. The famous vibrating ducks have almost disappeared, replaced by high-tech and designer sex toys.

In the past, manufacturers used the codes of the children's world (bright colours, fun shapes) to "guilt-free" the purchase of sex toys. Today it's the codes of high technology that apply to our favourite toys, with sleek and futuristic designs.

3 - The democratisation of certain practices

Over the past 10 years, attitudes have changed too! Some practices like anal are no longer taboo, including for straight men. Sales of anal plugs have multiplied by 12 in recent years. At Passage du Désir, one in two plugs is bought by a man. Soft BDSM practices have also been brought into the spotlight and demystified — largely thanks to the success of the Fifty Shades of Grey saga.

4 - The sex toy has become a tool to use as a couple

The sex toy was often seen as a way to fill a sexual void — today it's a genuine tool to use as a couple! Yes indeed, the majority of sex toy users (51% to be exact) use them as a couple! Once again, this proves that attitudes are changing. Intimate toys are increasingly seen as pleasure boosters rather than secret objects intended for solitary and shameful use.

5 - Sex toys go upmarket

With technological advances, sex toys are becoming increasingly premium. Some high-end brands like Lora di Carlo have even won micro-robotics awards thanks to their little technological gems! 10 years ago, the average value of a toy was €34.50. Today we've reached €55 in 2021. If back then most sex toys ran on battery gold mains power, today the majority are rechargeable and very often waterproof and even usable remotely, which explains the increase in their price.

So, were sex toys better before?