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Galaxus sex report: these are the most popular sex toys
29.2.2024
Translation: Elicia Payne
The kings and queens of the Galaxus Love + Play range are undisputed: vibrators and masturbators. In 2023, masturbators were the best-selling sex toys in Germany and Austria for the first time. The new trending toy of the year, however, is the sex machine. Sales of the toy grew by 167 per cent in Switzerland. The machine is also very popular in Austria and Germany, especially in urban areas. You can see which toys are trending in which federal states and cantons in the charts below.
Trigger warning: if you don’t like sex toys and find articles about them offensive, please don’t read any further. For everyone else, I hope you’re entertained.
It’s published once a year – and amuses journalists and customers alike: the Galaxus Sex Report.
The vibrator has competition
In terms of bestsellers, there was little to no change in Switzerland. The vibrator defended its place at the top of the podium and remained the most common sex toy to land in Swiss letterboxes in 2023. Vibrators were purchased almost twice as often as the masturbator last year, which took second place. The dildo, the vibrator’s battery-free cousin, is now one of the five most popular toys.
In Germany and Austria, the top 5 look similar, but the order is different. The best-selling sex toy is the masturbator, followed by the vibrator. The toy for men secured pole position in Germany and Austria for the first time ever.
Yesterday’s news: dolls and pumps
However, there were also products in the Love + Play range that didn’t perform as well in 2023 as in the previous year. German and Austrian customers ordered considerably fewer vibrators (-50%), penis pumps (-71%) and sex dolls (-76%) in 2023. In Switzerland, demand for lingerie and vagina pumps fell noticeably.
Up-and-comer of the year: the sex machine
Although vibrators, masturbators, bondage sets, anal toys and dildos were ahead in terms of sales in the DACH region in 2023, other sex toys achieved the greatest growth. In Germany and Austria, fetish clothing is the erotic product with the highest growth (+129%). The sex machine saw the second largest growth (+118%).
The sex machine catapulted to first place in the Swiss bedroom, with a 167 per cent increase in sales. The penis cage, which recorded the highest sales growth of 101 per cent in 2022, still recorded an increase of 39 per cent in 2023. The growth curve of sex dolls has also flattened out.
Love boxes, on the other hand, were very popular in 2023. This box is the current best-seller:
The toys trending in your state or canton
In terms of sales growth, the sex machine is the winner of 2023 in the DACH region. The growth was particularly prominent in Switzerland, where the machine takes the top spot in 16 cantons. In the principality of Liechtenstein, cock rings generated the highest sales growth in 2023.
In Austria and Germany, the sex machine, which is suitable for all genders, is gaining ground, especially in urban areas. In Berlin and Vienna, it’s the sex toy with the highest sales growth. Otherwise, there’s a wide variety of preferences for toys in the two Alpine countries – from anal toys and penis plugs to bondage sets.
What’s your take on sex toys? Do you prefer to buy them online or offline? Or do these little helpers have no place in your bedroom? Join the discussion in the comments.
The Love + Play range at Galaxus is growing year on year. There are currently just under 30,000 products in our German shop. In Switzerland there are around 35,000. In Austria, Italy and France, our customers can choose from over 25,000 love and play products. Image source: Shutterstock
Stephan Kurmann
Senior Communications Manager
stephan.kurmann@digitecgalaxus.chStudies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book,Netflixing or travelling.