The Rise of Anal Toys in 2025: What B2B Buyers Need to Know
The sexual wellness industry continues to evolve rapidly, and in 2025, few segments are growing faster than the anal toy category. With increasing consumer education, mainstream destigmatization, and major innovation in design and materials, products like the anal dilator, easter egg anal beads, and anal ease have shifted from niche to normalized. As demand rises, B2B buyers—whether in retail, e-commerce, or wholesale distribution—need to stay ahead of trends to remain competitive.
This article explores the current landscape of anal toys, market opportunities, compliance considerations, and key insights for B2B procurement teams. Click to view more…
Why Anal Toys Are on the Rise in 2025
Several converging factors have propelled the anal toy market into the spotlight:
- Normalization of pleasure-focused health
- Mainstream marketing by global brands
- Better access to educational content on safe anal play
- Technological innovations in texture, vibration, and remote use
In particular, products such as the anal dilator have found popularity with beginners for gradual stretching, while easter egg anal beads have become a fun, festive spin on a classic design. Meanwhile, lubricants and topical relaxants like anal ease continue to be top-selling accessories that drive bundled purchases.
Top-Selling Products in the B2B Channel
Retailers and distributors are stocking deeper assortments across a few core categories:
1. Anal Dilator Kits
These kits include multiple sizes for progressive play and training. They’re ideal for:
- New users
- Post-surgical rehab
- BDSM communities
Materials: Silicone, glass, and stainless steel remain top-tier, with body-safe certifications.
2. Easter Egg Anal Beads
A seasonal bestseller, easter egg anal beads are brightly colored, discreet, and popular during Q1-Q2 retail windows.
Key features:
- Non-intimidating shape
- Easy retrieval loops
- Water-resistant for shower play
3. Anal Ease Gels and Creams
Products like anal ease are used to minimize discomfort during penetration. Stocking these alongside toys boosts average order value.
Common active ingredients include:
- Lidocaine or benzocaine (must be FDA-approved)
- Soothing agents like aloe or chamomile
The Consumer Shift: From Taboo to Trendy
Consumers in 2025 are increasingly exploring anal pleasure without shame. Search volume and product reviews indicate:
- A rise in first-time buyers aged 25–40
- Interest in gender-neutral packaging and branding
- Increased purchasing by couples rather than individuals
As a result, brands are leaning into:
- Elegant packaging to reflect health & wellness values
- Silicone over jelly materials to meet safety demands
- Instructional guides and app-based coaching
For B2B buyers, aligning with brands that educate while they sell is key.
Inventory Planning Tips for B2B Buyers
- Build Seasonal Categories
- Stock holiday editions of easter egg anal beads or Pride-themed plugs
- Time marketing campaigns around key events (Valentine’s Day, Anal August)
- Curate Starter Kits
- Bundle a small anal dilator, anal ease, and cleaning wipes
- Encourage impulse buys with POS kits or endcaps
- Segment by Experience Level
- Beginner: Slim plugs, entry-level beads, warming gels
- Intermediate: Weighted beads, dual-stimulation toys
- Advanced: Inflatable toys, electro-stim options
- Watch Expiry Dates
- Products like anal ease creams may have limited shelf life
- Ensure rotation plans for perishable items
Compliance and Safety Considerations
B2B buyers must vet every product for the following:
- Material Safety: Look for platinum-cured silicone or 100% borosilicate glass
- FDA Certification: Especially important for items like anal ease with numbing agents
- Labeling Clarity: Packaging must state ingredients and proper use
- Country of Origin Transparency: Crucial for importers and customs clearance
Avoid stocking products with vague materials like “TPE blend” or “novelty use only” disclaimers, as these may expose retailers to liability.
Emerging Trends in Anal Toys
1. Remote-Control Functionality
Bluetooth-enabled toys are now common, allowing long-distance partners to control vibrations. These are popular with:
- Tech-savvy buyers
- Long-distance relationships
- Younger demographics
2. Sustainable Materials
Biodegradable packaging and plant-based lubricants are trending in response to eco-conscious consumers.
3. Customization and Modular Designs
Some brands are offering interchangeable beads or stems, letting users personalize their experience. This modularity encourages upsells and repeat purchases.
4. Cross-Category Expansion
Many brands are expanding from anal dilator sets into cock rings, harnesses, and even pegging kits.
E-Commerce and In-Store Display Strategies
Retailers have a growing role in demystifying anal play. Key tips include:
- Inclusive Signage: Use neutral language and images
- Demo Models: Allow tactile inspection of materials (especially for items like easter egg anal beads)
- Lubricant Pairings: Always merchandise anal ease near beginner kits
- QR Code Access: Provide scannable codes linking to guides, videos, or safety FAQs
Online sellers should prioritize:
- Discreet shipping
- Simple filtering by experience level
- Subscription offers for consumables like anal ease
Key Brands to Watch in 2025
B2B buyers should monitor emerging and established names such as:
- b-Vibe: Educational content plus premium products
- Satisfyer: Blending affordability with tech
- Aneros: Known for prostate stimulation and anal dilator designs
- Blush Novelties: Offers inclusive product lines including easter egg anal beads
Partnering with these brands allows access to ready-made assets, MAP pricing protection, and drop-ship options.
Case Study: Boutique Retailer Boosts Q1 Sales with Seasonal Beads
A regional boutique chain struggled with post-holiday slowdowns. In 2025, they launched a limited-run “Spring Surprise” campaign featuring easter egg anal beads, floral-scented lube, and beginner-friendly toys.
Results:
- 42% boost in February and March sales
- Higher engagement on social channels
- Repeat business from first-time customers who returned for anal ease refills and more advanced toys
Final Thoughts: B2B Success in the Anal Toy Boom
With growing consumer curiosity and shifting attitudes, the anal toy market is no longer taboo—it’s a proven growth category. B2B buyers who understand the nuances between an anal dilator, the appeal of easter egg anal beads, or the utility of anal ease will be well-positioned to capture share.
By focusing on safety, product education, trend forecasting, and brand alignment, you can create a dynamic and profitable anal toy assortment that speaks to today’s empowered consumers.
Stay ahead. Stay informed. And don’t be afraid to go where the market is heading—comfortably, confidently, and with the right stock on your shelves.