艾媒咨询 | 2026-2027年中国情趣用品市场消费趋势研究报告

近年来，中国情趣用品行业在消费观念持续开放与产业数字化升级的双重作用下加速扩容，内销与外销市场均呈现稳健增长态势，同时消费群体结构、消费动机及产品偏好也呈现出鲜明的多元化与健康化特征。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026-2027年中国情趣用品市场消费趋势研究报告》显示，2025年中国情趣用品市场规模为2081.3亿元，同比增长7.2%；预计到2030年有望达到2771.4亿元，行业整体保持强劲的增长动能。
当前国内情趣用品市场核心痛点集中在认知层面与产品本身，科普不足叠加产品同质化、质量问题，同时价格、假货等问题也凸显行业规范仍待完善。消费者对情趣用品的核心需求已从基础功能转向隐私保护与体验升级，行业需在安全合规、技术升级与用户隐私保护上重点发力。多数用户在选购情趣用品时倾向于优先选择知名度高、口碑好的头部品牌。
艾媒咨询分析师认为，情趣用品行业规模的持续高速扩张与稳步增长，反映该市场已从早期的小众萌芽阶段迈入快速发展的成长期，消费者认知度与接受度显著提升，市场消费需求持续释放并呈现多元化、品质化升级态势。未来市场竞争将更聚焦于产品功能创新、品牌形象塑造、用户隐私安全保障以及全渠道运营模式优化，以把握行业高速增长带来的广阔市场机遇。
In recent years, China's adult products industry has accelerated its expansion under the dual effects of the continuous liberalization of consumer attitudes and the digital transformation of the industry. Both the domestic and export markets have shown a steady growth trend, while consumer demographic structure, consumption motivations and product preferences have also presented distinct characteristics of diversification and health orientation. According to the latest "Research Report on Consumption Trends of China's Adult Products Market from 2026 to 2027" released , the world's leading third-party data mining and analysis institution for the new economy industry, the market size of China's adult products industry maintained a continuous and rapid upward trend from 2016 to 2025, growing from 44.05 billion yuan to 208.127 billion yuan, representing a more than 3.7-fold increase in market size over the decade, and the industry as a whole has maintained strong growth momentum.
At present, the core pain points of the domestic adult products market are concentrated both at the cognitive level and in the products themselves. Inadequate popular science education is compounded by product homogenization and quality issues, while problems such as pricing irregularities and counterfeit goods also highlight that the industry's regulatory framework still needs improvement. Consumers' core demands for adult products have shifted from basic functions to privacy protection and experience upgrading, and the industry needs to focus its efforts on safety compliance, technological upgrading and user privacy protection. Most users tend to prioritize leading brands with high visibility and good reputation when purchasing adult products.
iiMedia Research analysts believe that the sustained and rapid expansion and steady growth of the adult products industry reflect that the market has moved from the early niche and embryonic stage to a rapid growth phase. Consumer awareness and acceptance have increased significantly, and market consumption demand continues to be released and shows a trend of diversification and quality upgrading. Future market competition will focus more on product function innovation, brand image building, user privacy and security protection, and omni-channel operation model optimization to seize the vast market opportunities brought by the industry's rapid growth.