At TENGA, we believe sexuality is a normal, healthy, part of life that should be celebrated, not something to be ashamed of. That is why TENGA strives to create safe, functional self-pleasure and wellness items that combine intricate design with performance.

Since our founding in 2005, our core brand message has remained that individuals should be free to enjoy their own sexual wellness without guilt or shame. We help individuals around the world explore and express this with our variety of pleasure items.

This year we surveyed over 5,000 men and women aged between 18-54 across 5 countries, with 1,000 each in the US, UK, Germany, France and Spain. The deep dive about their habits related to sext masturbation and sex toy usage revealed some interesting similarities but also some differences among European countries.

In our third year of tracking the perceptions of masturbation globally, we can see a clear positive shih in attitudes: Nearly 80% of Europeans consider masturbation to be a form of self-care! An impressive number that grew since our last survey conducted in 2019.

With masturbation being such an important key to wellness, many used self-pleasure as a coping mechanism to deal with the stress of COVID-19. Data shows that nearly 10% of European adults purchased additional sex toys in anticipation of self-quarantine, and a maiority (over 60%) - in Spain a stunning 82% - agree that sexual pleasure helped them feel better or acted as a form of 'self-care' during self-isolation.

More than 30% say that they have increased their frequency of self-pleasure during self-quarantine.

While the pandemic has kept Europe socially distanced, it will likely have lasting positive effects on the way society views masturbation and sex toys. Nearly 20% have shifted their views on sex toys and masturbation to a more positive one, and around 60% of Europeans plan to continue increased use of their sex toys post-pandemic!

At TENGA, we want to encourage everyone to have more pleasurable sex lives – solo or partnered. We are thrilled to see how many people are trying something new, taking care of their own wellbeing, and enjoying the benefits of the pleasure this brings.

Having conducted this survey for five years now, we have been able to track the changes in society, and how many people have opened up towards masturbation and sexuality. This year, we are especially happy to see that men are becoming more open to incorporating sex toys into their lives, as we feel that we are one step closer to our core mission - break down the taboos surrounding masturbation and make sexual wellness something everyone can enjoy.

We are proud to play our part in opening up this conversation, and will strive to continue to lead a change in sexual wellness for the better.