LOS ANGELES—While anal play might have been shrouded in stigma over the years or seen as a niche product category, that taboo is fading and it’s now one of the fastest-growing categories in the pleasure product space. Anal play is for everyone, and there’s a growing demand for anal products from people of all genders and sexualities. Over the past few years, sales of anal toys have been climbing, and we’ve witnessed this firsthand at b-Vibe, where our anal toys have been gaining more mainstream recognition and garnering awards.
Whether they’re looking to explore prostate play or external stimulation, one thing is clear: for adult retailers, anal play is more than just a trend. It’s a shift in how we talk about sexual wellness. With the proper marketing, consumer education, and high-quality product offerings, retailers can maximize profits and support an essential part of sexual wellness. If you’re not investing in this category, you’re missing out on a big opportunity, and here’s why.
Anal play is diverse, and so are the people that enjoy it:
If you immediately think of butt plugs and anal beads as being the main products this category is composed of, you’re not alone. But in reality, this is an incredibly wide product category that shouldn’t be limited or simplified. While those products certainly are popular, there are also dilators, strap-on harness sets, prostate massagers, fisting toys, and even anal-specific lubes, enemas, and more. These products come in all shapes and sizes, and people across all experience levels and backgrounds are enjoying anal play. The diversity of these demographics is a major benefit for retailers.
Customers need support, and we can help by providing education:
Despite anal play going mainstream, this form of sexual exploration still isn’t quite as straightforward as exploring with a vibrator or stroker. There are multiple safety aspects to consider, and education is absolutely essential. Having well-trained employees is an important part of ensuring customers feel comfortable and well-equipped with the right information to choose a product that suits them. Online resources are equally important, especially for those who don’t have access to stores or don’t feel comfortable asking questions in person.
At b-Vibe we have a steadfast commitment to digital self-education with our Anal Academy. It’s a cornerstone of our mission to help users understand everything about anal play. Providing accessible, comprehensive, and consumer-friendly information is essential and allows people to learn at their own pace with the help of how-to guides, blog posts, an anal-specific encyclopedia, a queer sex column answering consumer questions, and live video webinars. We also bolster efforts with our own podcast called The Plug Podcast. This variety of formats ensures people with different learning styles get the answers they need.
A part of that means providing accessories that are relevant to the lifestyles of the demographics you’re targeting. Once our consumers are educated on the safety and hygiene aspects of anal play via our educational resources, b-Vibe can be their one-stop shop for all the other accessories they need to complete the experience. We don’t just sell anal toys – we think big picture by selling a variety of lubes, balms, douches, enemas, and hygiene bundles that are relevant to people using our products. As a retailer, selling a full spectrum of thoughtfully curated, high-quality accessories alongside your bestsellers creates not only a more empowering experience for the customer but also an additional selling point.
Smart retailers know that the more you go the extra mile to provide knowledge and resources to your consumers, the more you’re considered a trustworthy and reputable authority in the industry that they can rely on and come back to time and time again. Today’s consumers want more than a well-designed product (although that certainly helps), and as a brand, going all in on education can give you an edge over the competition.
Prostate play is on the rise, and innovation is leading the way:
Today’s consumers are design-savvy and want a dependable product that’s earned some recognition from industry peers and consumers alike. Much of that boils down to offering high-quality toys by staying up to date with the latest innovations, whether that’s remote-control features, app-enabled toys, new materials, or exciting features. All of these things elevate the consumer experience and position you as a leader in your industry.
At b-Vibe, we’re so proud that two of our prostate toys – the remote control p-spot snug plug, and the remote control rimming p-spot plug – have earned the Red Dot Awards for design in 2025. In 2024, our b-Vibe 360 plug earned recognition for its unique ability to provide pleasure to the perineum while internally stimulating the prostate. As tech develops further in anal toys, the demand will follow. Being complacent leads to missed business opportunities, and we’re pleased to be at the forefront of pleasure tech and innovation as the possibilities of anal toys keep on evolving. In the sexual wellness world, you don’t stand out by playing it safe – you do it by taking strategic risks and filling a niche in the market that hasn’t yet been fully explored.
As attitudes towards anal play shift, retailers should take note
Cultural attitudes are shifting—our society is more sexually liberated than ever, and the power of the anal play category is gaining more and more traction as consumer demand increases. It’s not just a trend—it’s an opportunity for long-term increases in revenue. If retailers can use the above tactics to deepen customer loyalty, invest in education, and remain as inclusive as possible, they can lead the market and help redefine sexual wellness.
About Alicia
A certified sex educator, sexuality coach and award-winning entrepreneur, the b-Vibe founder is on a mission to make pleasure education more accessible, stigma-free, and actually useful. With over 20 years experience in the sexual wellness industry, Alicia also worked alongside the Department of Justice to help the FBI develop communication channels between the government and the adult industry as part of the Child Protection and Obscenity Enforcement Act. She gained her credentials after training under industry pioneer Dr. Patti Britton at Sex Coach U, where she continues to educate the next generation of professionals as an instructor of the expert course “Sex Toys in Today’s Market” at Sex Coach University.
