Germany was ranked ** out of 48 European countries in terms of the rights of its LGBTI citizens and residents in 2024, with Rainbow Europe awarding the country an overall score of ***** percent. ******* performs well with regard to its civil society space, as well as moderately well on its provisions for giving asylum to LGBTI people, as well as its transgender recognition laws. Compared to most other countries in Europe, Germany also has stronger laws protecting the bodily integrity of intersex people, although this is only relatively good and has a long way to go before full protection is offered.

In 2025, there were around ** percent of people in Germany who had a relative, friend, or colleague who identified as gay. ** percent of people knew someone who was non-binary, non-conforming or gender-fluid.

In a global survey conducted in 2023, ***** percent of respondents declared to be homosexual, gay, or lesbian. In Brazil and the Netherlands, for instance, **** percent, instead, identified as bisexual, representing the largest group of bisexual respondents among the 30 surveyed countries. Moreover, *** percent of the interviewees in Switzerland said to be pansexual or omnisexual. Pansexuality describes people who feel attracted to other people regardless of their biological sex, gender, or gender identity, whereas omnisexuality refers to people attracted to people of all gender identities and sexual orientations.

According to survey conducted in eight countries, Great Britain is the country where people are more likely to support a family member of a friend who would come out as gay, lesbian, or bisexual. The least supportive countries, on the other hand, seem to be Italy and Germany. In Italy, for instance, some 14 percent of respondents stated to be unsupportive, while in Germany, some 14 percent would oppose their friends or family.

In 2024, there were around ***** same-sex marriages in Germany. 2018 saw the highest number of same-sex marriages, this is probably because it was the first full year it was legalized in Germany.

The cities in Europe where survey respondents most commonly indicated that they were a good place to live for gay and lesbian people were Rekjavik,Valletta and Groningen in 2023. In general, the cities which ranked as the best place to live for lesbian and gay people in Europe were in Nordic countries (Norway, Iceland, Copenhagen, Sweden, Finland), western European countries (Luxembourg, Germany, the Netherlands), and southern European countries (Italy, Malta, Spain). The five cities with the fewest respondents indicating that they were a good place to live were all in south-eastern Europe, with the bottom two both coming from Turkey (Diyarbakir) and Albania (Tirania). Turkey tends to rank so lowly due to the influence of traditionalist and religious social norms, which do not recognize LGBTQ relationships as being on a par as heterosexual relationships and lead to more commonly held homophobic views.

Recent research in economics and sociology demonstrates the existence of significant occupational segregation by sexual orientation and gender identity and differences in a range of labor market outcomes, such as hiring chances, earnings, and leadership positions. In this paper, we examine one possible cause of these differences that is associated with the disadvantaged position of sexual and gender minorities in the labor market: LGBTQ* individuals’ choices aimed at avoiding possible discrimination. This paper examines LGBTQ* people’s relative importance of income, time, promotion prospects, an LGBTQ*-friendly work environment, and diversity management in the decision for or against a job. Based on a discrete choice experiment conducted in a large online sample recruited through social media in Germany (N = 4,507), an LGBTQ*-friendly work climate accounted, on average, for 33.8 percent of respondents’ decisions which is comparable with the relative importance of income. Overtime, a diversity management on company level and promotion prospects are less important in the job decision process of LGBTQ* people. While the results show only small differences by sexual orientation, they show group-specific preferences by gender identity. An LGBTQ*-friendly work climate is more important for cisgender women of the LGBTQ* community and gender minorities than for cisgender men of the LGBTQ* community. In contrast, income is less important for gender minorities and cisgender women of the LGBTQ* community than for cisgender men of the LGBTQ* community.

This statistic shows the inclusiveness index score of Germany in 2018 for *** different categories based on the results of a survey from Ipsos. Respondents were asked if they considered people of different backgrounds to be a real German or not. According to the results of this survey German respondents were most inclusive of LGBT people.

Germany and the Netherlands are the two countries in Europe with the greatest share of transgender people indicating that they have changed or are in the process of changing their legal gender, with 39 percent of respondents in both countries. Changing their gender on legal documents can be a huge milestone for many trans people, as it makes it easier for them to be identified identified according to their gender identity.

Trans people may experience great difficulties when going through the process of changing their legal gender, as many countries require medical and psychological evaluations before proceeding with the process. In such cases, where trans people do not trust public authorities to treat them in a non-discriminatory manner, very few transgender people go through the process to legally change gender, such as in Bulgaria, Lithuania, and Croatia, where less than five percent of respondents indicate they have done or are doing so.

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Sexual Wellness Market Size 2025-2029

The sexual wellness market size is forecast to increase by USD 75.26 billion, at a CAGR of 13.9% between 2024 and 2029.

The market is experiencing significant growth, driven by the growing emphasis on health and wellness and the increasing number of initiatives and crowdfunding campaigns aimed at addressing various sexual health concerns. This trend is further fueled by the expanding LGBT population, who often face unique challenges in accessing sexual health resources and products. However, the market also faces challenges, including adverse reactions for various skin types when using certain sexual wellness products. Companies in this market must navigate these challenges by ensuring product inclusivity and catering to diverse consumer needs.
To capitalize on opportunities, businesses should focus on innovation, addressing unmet consumer demands, and building strong brand reputations. By staying attuned to market trends and consumer preferences, companies can effectively differentiate themselves and thrive in the evolving sexual wellness landscape.

What will be the Size of the Sexual Wellness Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic market activities unfolding across various sectors. Sexual communication apps facilitate open conversations between partners, enhancing relationships and fostering sexual satisfaction. Sexual health supplements offer natural solutions to support overall well-being and vitality. Sex shops and adult stores cater to diverse customer needs, providing a wide range of sexual wellness products, including personal massagers with customizable vibration patterns and ergonomic designs. Adult clothing and lingerie promote body positivity and self-expression, while body-safe materials ensure safety and comfort. Couples' sex toys and bdsm gear cater to various preferences and fetishes, with a focus on consent and safe practices.

Online retailers offer discreet packaging and convenient access to a vast selection of sexual wellness products. Sexual enhancement pills and dysfunction treatments address common concerns, while sex education materials promote awareness and knowledge. Sexual health workshops and clinics provide essential resources for sexual health screenings and support, addressing sexual dysfunction and sexual assault. Subscription boxes offer monthly deliveries of sexual wellness products, catering to individual preferences and needs. Fertility treatments and family planning options expand the market, emphasizing the importance of sexual health and reproductive rights. Sex toy cleaning and material safety ensure the longevity and enjoyment of sexual wellness products.

The ongoing evolution of this market reflects the diverse and ever-changing needs of consumers, with continuous innovation and growth.

How is this Sexual Wellness Industry segmented?

The sexual wellness industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Sex toys
  Condom and contraceptive
  Erotic lingerie
  Personal lubricants
  Others


Distribution Channel

  Offline
  Online


End-User

  Male
  Female
  LGBTQ+


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Product Insights

The sex toys segment is estimated to witness significant growth during the forecast period.

The market is experiencing significant growth, driven by shifting societal attitudes and increased acceptance of sexual health and communication. Sex therapy, relationship counseling, and sexual education workshops are becoming more prevalent, fostering open discussions and promoting body positivity. Sexual health clinics offer screenings and treatments for sexual dysfunction, while online retailers provide discreet packaging and a wide range of body-safe materials for sexual wellness products. Sex toys, including personal massagers and couples' toys, are increasingly popular. Companies invest heavily in innovation, creating ergonomic designs, remote control functionality, and integrating sex toys with apps for customized user experiences. Material safety and product ratings are essential considerations, with an emphasis on non-porous, phthalate-free materials.

Adult stores offer a range of sexual wellness products, from hormone replacement therapy to adult lingerie and fetish gear. Sex education mater

Discrimination against members of the LGBT Community is present in all European countries. The extent to which this discrimination affects gay, lesbian, bisexual, transgender, or other queer identifying people in their day-to-day lives varies by country and region in the continent. In general, the countries of northern and north-western Europe show a smaller share of LGBT survey respondents saying they have experienced discrimination in the prior year.

Denmark and Finland both have less than a third of queer respondents saying they experienced discrimination based on their sexuality, with Czechia coming being the third least homophobic country in Europe in this respect. Czechia and Estonia are the only two post-communist countries in Europe to show lower levels of homophobia than the EU average, perhaps being related to their extremely low levels of religiosity compared to other former Eastern bloc countries, and their relatively high levels of economic well-being.

In terms of countries in Europe where discrimination is more widespread, there is a clear trend towards post-communist countries, particularly where religious adherence is stronger, as well as countries in south-eastern Europe. Lithuania, Bulgaria, and Greece all have more than half of LGBT respondents agreeing that they experienced discrimination, with other notable countries which rank above the EU average including Poland and Germany. Poland's conservative government have come in for criticism since they took office in 2015 for being particularly vocal against LGBT rights, having enacted laws which ban schools from teaching children about LGBT issues, make it more difficult for gay or lesbian couples to adopt, and having proposed a constitutional amendment which would outlaw gay marriage.

Between 2021 and 2023, support for same-sex marriage declined in ** out of 23 surveyed countries worldwide. The major drops were seen in Canada and Germany, where the share of respondents agreeing with same-sex marriage went down *** percentage points. Still, over ** percent of respondents in those two countries supported it.

The way to legalization

As of 2021, ** countries have legalized same-sex marriages, most of them located in Western Europe. Switzerland was the latest to do so after a referendum, while the second to last was Costa Rica, as the only Central American country. While most countries have legalized same-sex marriage through legislation, in South Africa and Taiwan, this was enacted via courts' mandates. Taiwan and South Africa are the first and so far only countries in their continent to have legalized same-sex marriage.

Hostility and criminalization

The support and legalization of same-sex marriages is growing, and the acceptance of homosexuality is slowly but steadily increasing in more hostile countries. In Nigeria, for instance, homosexuality is a crime punishable with the death penalty. Despite a small increase, only ***** percent of people believe that homosexuality should be accepted by society. Africa, Asia, and the Middle East are still the most dangerous world regions for homosexuals. In fact, ** countries still criminalize homosexuality, and most of them are located in the Middle East, Africa, and Asia.

In Europe, the Netherlands and Denmark have the highest percentages of LGBTI people who feel free to be open about their sexual orientation. In a survey conducted in 2019, ** percent of respondents from the Netherlands and Denmark, declared that they were fairly or very open about their sexual orientation. Sweden, Belgium, Germany, and the United Kingdom followed. In the European Union, lesbian and gay people are more likely to be open about their sexual orientation than bisexual, trans, and intersex people. In a survey conducted in 2019 in ** EU countries, bisexual men and intersex people were mostly never or almost never open about their sexual orientation.

Same-sex couples in Europe

In Europe, ** countries recognized same-sex couples as of 2020. There are various forms of recognition of rights and duties of same-sex couples, including civil unions, concubinary unions, de facto partnerships, registered partnerships, and other types of partnerships. Same-sex marriage, has been legalized in ** countries in Europe, with Switzerland the latest to do so. In ** European countries, same-sex couples can also jointly adopt children as of 2020. In America and Europe, more countries permitted homosexual couples to adopt children than in Oceania, Asia, and Africa.

LGBT+ in Eastern Europe

Among East European countries, support for the equal rights of LGBT+ people is low. According to a recent survey, about one half of respondents in Czechia expressed support toward equal rights for the LGBT+ community, the largest share among surveyed countries in Central and Eastern Europe. The Parliament in Hungary approved in 2021 an anti-LGBT law, which was condemned by the European Union, as it breaches guarantees of freedom of expression and non-discrimination. This motion was openly supported by the Polish government.

During a 2025 survey in markets part of G7 – Canada, France, Germany, Italy, Japan, Great Britain, and the United States – approximately ** percent expressed support for companies and brands actively promoting equality for LGBT people. Four years earlier, in 2021, the share reached ** percent.

According to survey conducted in eight countries, Spain is the country where people are more likely to identify themselves part of the LGBTQ+ community. It is also the country in which respondents stated more often to have a close friend or relative who is part of the LGBTQ+ community (lesbian, gay, bisexual, transgender, queer, non-binary, among others). Sweden, Germany, Italy, and Denmark, on the other hand, record the highest share of respondents who were neither part of the LGBTQ community nor knew anyone who is part of it.

In 2021, according to a survey among those responsible for diversity management in their company, the most important diversity management topic in Germany was to focus on diverse cultural backgrounds of employees; ** percent of respondents stated that this was an important issue. For around three quarters of respondents, a balanced gender ratio was also a key topic. Around half of respondents stated that the integration of employees with disabilities and an open approach to LGBTQ issues were each a priority for diversity in the workplace.

According to a survey conducted in 2021 and in the first quarter of 2022 in the United States, United Kingdom, Canada, Mexico, Italy, Germany, France, Brazil, and Spain, ** percent of LGBTQ+ and ** percent of non-LGBTQ+ respondents said they found advertising to be very non-inclusive of gay individuals. Around half of LGBTQ+ respondents believed advertising was very non-inclusive of lesbians, while this figure rose to ** percent of non-LGBTQ+ respondents. A gap was observed between the perceptions of LGBTQ+ and non LGBTQ+ respondents, with the latter perceiving advertising to be less inclusive than the former, especially with regards to gays and lesbians. This can be explained with the lower exposure to LGBTQ+ ads of people who don't identify as LGBTQ+.