A Deep Dive into Pleasure, Behavior, and the Changing Needs of Adults with Vulvas in North America
Vibratex, Inc. — maker of the iconic Magic Wand® (formerly the Hitachi Magic Wand) — has released its new 2026 Sexual Wellness Trends Report. The report is based on the Magic Wand Wellness Study, a first-of-its-kind, 21-day diary study completed by 1,000 adults with vulvas across the U.S. and Canada. Participants were selected from an applicant pool of more than 5,000 people.
The research team, led by Dr. Candice Hargons with Danielle Bezalel and research assistant Kasey Vigil, conducted the study with Emory University IRB approval and funding from Vibratex. Over three weeks, participants tracked key wellness indicators including stress, sleep, focus, confidence, body appreciation, partner connection, desire, and sexual response.
A New Look at Pleasure as Daily Wellness
Researchers expected to see familiar benefits of sexual pleasure. Instead, they found something more impactful: daily pleasure practices had measurable effects on overall well-being. Participants reported improvements in:
- Sleep quality
- Stress levels
- Body confidence and self-love
- Emotional connection
- Comfort and familiarity with their own bodies
These moments highlight pleasure not only as a physical release, but as an accessible wellness tool that helps people feel grounded, confident, and more connected with themselves and others.
Who Participated
The study focused on women and nonbinary adults with vulvas, ages 18 to 61+. Findings were also examined through the lens of generation, sexual orientation, gender identity, and relationship status — giving retailers and educators a nuanced view of current consumer needs.
Key Sexual Wellness Findings
As one of the most comprehensive snapshots of sexually informed adults in North America, some standout data points include:
- 99% masturbate
- 96% use sex toys
- 74% enjoy their sex life, even while navigating challenges
- 58% have difficulty reaching climax
- Gen Z reports the highest rates, with 66% experiencing anorgasmia
- 21% of LGBQ+ adults climax too quickly
- 24% experience pain during sex
- 20% feel no arousal during sex
- Emotional and mental barriers were common:
- 30% worry about their sex life
- 34% feel anxiety during sex
- 28% avoid sex entirely due to sexual health concerns
Generational and identity-based patterns also emerged.
- Heterosexual women and Boomers reported more vaginal dryness and fewer orgasms than they wanted.
- Gen Z, queer, and gender-expansive participants engaged more often in solo sex and were most likely to report sexual anxiety.
- Heterosexual, cisgender Gen X and Boomer women reported more frequent partnered sex and lower anxiety during sex.
Solo vs. Partnered Sex
For many participants, solo sex is central to their sexual expression:
- 69% masturbate at least once per week, including
- 76% of Gen Z, and
- 32% of Gen Z masturbating daily
- 79% have a sexual partner, and 66% have partnered sex once per week
- Most common partnered activities:
- Oral sex (49%)
- Sex toy use (31%)
- Anal play (21%)
Sex Toy Shopping Behaviors
Understanding how today’s consumers discover, research, and purchase pleasure products is essential for retailers and educators who want to stay ahead of evolving buyer expectations. The study reveals that adults with vulvas are not only frequent toy owners — they are intentional shoppers who value convenience, privacy, and trusted education. Their purchasing choices are shaped by emotional comfort, digital habits, and a desire for products that support both pleasure and overall wellness. These insights offer retailers a roadmap for more effective merchandising, online strategy, and customer engagement.
The report offers valuable insights for retailers:
- 84% research and purchase toys online
Privacy, competitive pricing, and variety are the top reasons buyers choose digital channels. Many also prefer to browse privately before committing to a purchase. - 54% still shop in a physical store at least once a year
In-store visits remain important, especially for tactile shoppers, first-time buyers, and anyone seeking personalized guidance. - Toy ownership is high and growing:
- 46% own 5+ toys
- 31% own 3–5
- 20% own 1–2
- Only 2% own none
High ownership rates suggest strong long-term buying potential and customer loyalty when products meet expectations.
- 71% travel with their toys
This highlights the importance of travel-friendly sizing, storage solutions, and TSA-safe communication in educational materials. - 66% purchase toys as gifts
Gift-giving is a significant sales driver, suggesting strong potential for seasonal merchandising and partner-focused sets. - 16% were influenced by blogs or ads
Content marketing and influencer sex education matter. Buyers respond to reliable information — especially when it comes to safety, materials, and performance.
Why This Report Matters for Industry Professionals
The 2026 Sexual Wellness Trends Report gives retailers, educators, and product developers a rich understanding of how today’s consumers use pleasure tools as part of a broader wellness routine. The findings underscore a growing opportunity: products and education that support stress relief, confidence, body connection, and emotional well-being — not just sexual performance — are influencing factors for making pleasure product purchases. Therefore retailers that offer product education and influencer reviews that stress these sexual wellness factors are more likely to encourage customer sales.
Magic Wand’s full report and study details can be found at:
magicwandstudy.com
(Report link: vibratex.app.box.com/s/czefuvyhblh8dwxpuuke9hy7c4p7qwi2)
