Study Finds Rise in Sexual Wellness Products Use Among Adults Under 30

Adults under 30 are reshaping how we talk about pleasure, how we shop for it, and what we expect from it. This isn’t a trend driven by curiosity or shock value. It’s a cultural reset: a shift towards autonomy and unapologetic self-awareness.

A Cultural Wake-Up Call

Younger adults are more curious and informed when it comes to pleasure. To them, sex toys aren’t taboo – they’re standard tools of exploration, wellness, and even identity.

According to EdenFantasys, a leading name in the industry, there has been a clear and consistent rise in purchases from customers aged 18-30. The best part? It’s not just entry-level bullets and vibrating rings – they are gravitating toward high-end wearable toys, prostate stimulators and suction vibes that mimic oral stimulation. 

Why Now? Timing, Tech, and the End of Embarrassment

This interest didn’t emerge from nowhere. It’s the result of timing, technology, and a generation that refuses to feel embarrassed about their bodies or their desires.

Gen Z and younger millennials came of age during a digital sex-ed revolution. Where outdated school curricula fell short, the internet filled in, with mixed accuracy, but often empowering results. They learned the language of consent, clit anatomy and different sensation types.

“There’s been a fundamental reframing of what sex toys represent,” says Jess Weaver, Head of Marketing at EdenFantasys. “Under-30 customers are extremely intentional. They don’t just want to try something new; they want to understand how it works, why it works, and what kind of experience it’s designed to deliver. They’re educated, unembarrassed, and curious in the best way.”

How the Industry Is Responding

This shift wasn’t just a spike in sales – it was a demand for change. Retailers couldn’t afford to stay vague or outdated. EdenFantasys recognized that early and adapted accordingly.

“Younger customers aren’t asking, ‘What does this do?’” says Weaver. “They’re asking, ‘How does this feel in my body?’ ‘Is this made from safe materials?’ ‘Will this fit my needs, not just a generic idea of sex?’”

To meet that, EdenFantasys changed its communication strategy. They even offer education guides and reviews that focus on sensation, not just specs.

Why? Because when someone’s first experience with a sex toy is intuitive, body-safe, and actually pleasurable, it builds trust. It turns a first purchase into a long-term relationship with the brand and with their own body.

Yes, There’s a Downside – But It’s One We Can Fix

Rapid growth often brings challenges. The market is now flooded with sex toys that became famous on TikTok. Those sparkly micro-vibes might grab attention, but many are poorly made and unsafe. Some toys break easily, while others simply don’t live up to the hype.

While many Gen Z shoppers are well-informed, not all of them are immune to hype. When pleasure becomes performative – or competitive – the original purpose can get lost. 

That’s why trusted retailers like EdenFantasys are more vital than ever. They don’t just sell products – they curate, educate, and empower. In a space where safety and satisfaction are deeply intertwined, being selective isn’t exclusionary – it’s protective.

The Market Didn’t Just Shift – It Grew Up

So, where does that leave us?

With a generation that doesn’t just buy sex toys – they research, compare, question, and demand better with brands that can no longer hide behind vague language or pink plastic promises. 

Sexual wellness is no longer a niche – it’s part of the broader health and self-care dialogue. That’s not just progress – it’s a wake-up call.