1 year on from the COVID-19 sex toy boom: what’s changed?

Over a year has passed since the sex toy boom caused by COVID-19 restrictions. So what's changed? We analysed the data to find out.

Sex toy sales in New Zealand tripled as a result of COVID-19 lockdown restrictions, spiking in late March 2020 and easing in May 2020. However, while sex toy sales in New Zealand reduced after May, they remained elevated compared to pre-COVID numbers, with sales up 48.5% since then!

What does this mean?

The market for sex toys in New Zealand has grown since the sex toy boom, which implies that more Kiwis are introducing toys to the bedroom, whether that's to use solo or with a partner.

Adulttoymegastore owner Nicola Relph said: "What we've seen since COVID is an increased demand for adult products in New Zealand. We believe this is because more Kiwis are recognising the positive impact adult toys can have on their sexual health and overall wellbeing. Adult toys aren't taboo like they used to be. People are talking more openly and positively about sex and self-pleasure, and sex and masturbation is being recognised as an important pillar of wellbeing," she explained.

Which New Zealand locations had the biggest growth in sex toy sales?

The New Zealand cities and suburbs that saw the biggest percentage change in sales when comparing May 2019-2020 with May 2020-2021 were Havelock North, Cambridge and Tauranga.

What types of sex toys are New Zealanders buying?

New Zealand's favourite types of adult toys since COVID-19 lockdown restrictions included clitoral toys, lubricant, vibrators and masturbators. Product types that saw significant growth in sales compared to pre-COVID figures included realistic dildos, which saw a 428% increase, and lubricant, which had a 233% increase in sales.

What are the best-selling sex toys in New Zealand?

The three best-selling adult toys since May 2020 include two Satisfyer products - the Satisfyer Pro 2 Next Generation, which was New Zealand's best-selling sex toy for 2020, and the Satisfyer Pro G-spot Rabbit Vibrator. Dual stimulation toy, Kama, by New Zealand brand Share Satisfaction was the second best-selling product.

What age groups are buying the most adult toys?

New Zealanders aged 25-34 have purchased the most of adult toys since May 2020. The rest of the age groups are evenly spread, ranging between 13-15%. Retirees are the fourth biggest cohort for purchasing adult toys since COVID-19 lockdown restrictions eased.

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