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Galaxus sex report: these are the most popular sex toys
12/2/2024
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 Austria and Germany, especially in urban areas. You can see which toys are trending in which cantons and federal states 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 men’s toy 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. In Switzerland, demand for lingerie and vagina pumps fell noticeably.
German and Austrian customers ordered considerably fewer vibrators (-50%), penis pumps (-71%) and sex dolls (-76%) in 2023.
Up-and-comer of the year: the sex machine
Although vibrators, masturbators, bondage sets, anal toys and dildos were in the lead in terms of sales in Switzerland, other sex toys achieved the greatest growth in 2023. First and foremost the sex machine, which catapulted into Swiss bedrooms with a 167 per cent increase in sales. The sex machine is also the Love + Play product with the highest growth in Germany and Austria (+118%).
The product with the second-largest growth in the country was penis plugs (+66%). The penis cage, which recorded the highest sales growth of 101% in 2022, recorded yet another increase of 39% 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 bestseller.
The toys trending in your canton or state
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. Plus 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. In urban areas in particular such as 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 buying them online or offline? Or do these little helpers have no place in the bedroom? Join the discussion in the comments.
The Love + Play range at Galaxus is growing year on year. There are currently around 35,000 products in Switzerland. In Germany, there are just under 30,000. 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.