Magic Wand released its 2026 Sexual Wellness Trends Report in November 2025, drawing on data from 1,000 participants carefully selected from a pool of 5,000 applicants. The study examined sexual wellness behaviors among women and nonbinary adults with vulvas in North America, organized across generation, sexual orientation, and gender identity.

Why It Matters

The generational divergence in sexual behavior patterns — more solo, less partnered — has significant implications for product development, marketing, and the broader sexual wellness industry. Products designed for solo use may increasingly outpace couples-focused devices as Gen Z ages into peak purchasing power.

The headline numbers are striking: 99% of participants reported masturbating, 97% own at least one sex toy, and 74% enjoy their sex life despite facing common sexual health challenges. While the self-selected sample introduces bias (people who apply for a sex toy study are likely more sexually engaged than the general population), the generational breakdowns reveal meaningful patterns.

Gen Z and queer individuals engage in solo sex more frequently than heterosexual, cisgender women, and Gen Z is notably having less partnered sex than older generations. Dr. Candice Hargons, who contributed to the analysis, observed: "Gen Z is having more regular solo sex, which may help them place less emphasis on partnered sex."

The shift toward solo-first sexuality among younger demographics aligns with broader cultural trends including delayed relationship formation, increased screen time, and greater comfort with self-pleasure as a mainstream wellness practice rather than a taboo.

Sources

Update — 2026-03-14

Initial entry — story first created.