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Sindex by Sinful

Foreword

At Sinful we live for playfulness and curiosity because we simply can’t resist. Imagine if our mission of a playful sex life for everyone could become a human right – the 18th sustainable development goal!

When we as humans play and are curious about new experiences, we get the energy and desire to rediscover ourselves and each other. Through all the ups and downs in life. And even though adulthood catches up with us quickly it doesn’t have to be all chores and seriousness.

That’s what we at Sinful love about sex toys. The playing. Because playing fosters curiosity which in turn fosters conversations. We all have things that are difficult to talk about – both inside and outside the bedroom.

A simple, short conversation has the potential to open a whole new world and understanding of ourselves and our partners. That’s why our mission continues to motivate us. And it’s why we now are launching the Sindex.

With the Sindex we are looking into how Danes view intimacy, sex, and relationships. We hope it can inspire both the funny, the easy, and the deep conversations in living rooms as well as bedrooms.

It has been an eye-opener for us to see how similar we are and how many of the same thoughts, concerns, and joys, we share.

Mathilde Mackowski


Visionary

Let's talk about sex

Sindex by Sinful

Communication can be the key to a better sex life. At least, if you ask the Danes. In fact, more than 4 out of 5 think that being able to talk openly and honestly with their partner about sex, desires and fantasies is important for a good sex life. Unfortunately, less than half of us find it easy to talk about sex with our partner – and a fourth of us find it difficult.

If we look closer at relationships in Denmark, there is a clear link between our ability to talk about sex and how satisfied we are with our sex lives. More than 8 out of 10 Danes, who are in a relationship, where they are good at talking about sex, say that they are satisfied with their sex lives. This, on the other hand, only goes for nearly 4 out of 10 of the Danes, who say they aren’t good at communicating with their partner about sex.

There is, as such, good reason to work on the communication in your relationship. But why is it so difficult to talk about sex? If you ask Danes, the answer is clear: It’s awkward, the time is never quite right, and we are worried about how our partner will react.

We see that talking openly and honestly about sex and relationships in the home, where we grow up, can make a difference later in life. Danes, who have talked openly about sex and relationships in the home they grew up in, are better at talking about sex with their partner than those who grew up in homes, where sex and relationships weren’t talked openly about.


4 out of 5 Danes think communication about sex and intimacy with their sex partner is important for a good sex life

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1 out of 4 Danes finds it difficult to talk about sex, fantasies, and desires with their partner

44%
24%
26%
6%
Very easy/quite easy
circle to highlight sentence
Very difficult/quite difficult
Neither easy nor difficult
I do not know/I do not want to answer

Share of Danes who find it easy to communicate about sex, fantasies and desires compared to the other nationalities in the Sindex

Denmark
0%
Sweden
0%
Norway
0%
Finland
0%
France
0%
UK
0%
arrow that points to graph

18-30-year-olds find it easiest to communicate about sex with their partner



Share who finds it easy to talk about sex, fantasies, and desires with their partner

0%
18-30 years
0%
31-40 years
0%
41-55 years
0%
56-70 years

Primary reasons why Danes find it difficult to talk about sex, fantasies, and desires with their partner

We find it awkward
0%
Because we never talk about sex with our partner
0%
We are nervous about how our partner will react
0%
It is difficult to find the right occasion
0%
Our partner finds it awkward
0%

How often do Danes talk about sex, desires, and fantasies  with their partner?

6%

Daily

25%

Weekly

24%

Monthly

20%

Less than once a month

15%

Never

12%

Don’t know/don’t want to answer


2 out of 5 Danes dream about becoming better at talking about sex, desires, and fantasies with their partner

icon
arrow pointing to the graph

When do Danes talk about sex with their partner?

When they or their partner think about sex
0%
When there is something in their sex life they wish to do differently
0%
When they just had sex
0%
When there is something new, they want to try
0%
When they read books or watch TV about sex
0%

Danes who are good at talking about sex are more satisfied with their sex life

85%
of people in a relationship who
are good at talking about
sex with their partner are
satisfied with their sex life 
38%
of people in a relationship who
are not good at talking about
sex with their partner are
satisfied with their sex life 

More than 1 out of 4 women, who used to fake orgasms, have stopped doing so because they started to communicate with their partner what they like

Do open and honest conversations about sex in the home where you grow up make it easier to talk about sex later in life? 

75%
of people who have talked openly about sex and relationships in the home they grew up in, find it easy to talk about sex with their partner today
38%
of people who have not talked openly about sex and relationships in the home they grew up in, find it easy to talk about sex with their partner today

What is a good sex life?

Sindex by Sinful

Sex and intimacy are an important part of life for most Danes. In fact, 3 out of 4 Danes say that it is important for them to have a good sex life. But what does the good sex life look like? The answers are many and different. On one hand, it can be liberating to know that you can enjoy sex in many different ways. On the other, it can also create friction and dissatisfaction between partners if their ideas of a good sex life differ.

Fortunately, the numbers in this year’s Sindex show that most Danes are satisfied with their sex lives. 6 out of 10 say that they are satisfied with their sex lives. This goes for both men and women.

Nevertheless, every other Dane dreams about having more sex with their partner. But if we look closer at the numbers, we see that frequency isn’t the most important ingredient in a good sex life. Only 1 in 5 says that regular sex is an important factor in a good sex life. Feeling close and connected to one’s partner is far more important. In fact, it is the most important factor in a good sex life according to the Danes.

The numbers also show a depressing tendency: Negative body images limit women in their sex lives. Because while 1 in 10 women is unsatisfied with her sex life, 1 in 3 says this is because she doesn’t feel comfortable in her body.


3 out of 4 Danes


say it’s important


to them to have


a good sex life

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arrow pointing to the graph

The good sex life according to Danes

You feel closeness and a connection to your sex partner
0%
The quality of the sex you have is good
0%
You can communicate openly about sex with your sex partner
0%
You have the amount of sex you would like
0%
You have a completely normal sex life
0%

The majority of Danes are satisfied with their sex life

Satisfaction with sex life

57%
22%
14%
7%
circle to highlight sentence
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Don’t know/Do not want to answer

Men and women are equally satisfied  with their sex life

56%
of women are satisfied with their sex life
57%
of men are satisfied with their sex life

Share of Danes who are satisfied with their sex life compared to other nationalities in the Sindex

Denmark
0%
Sweden
0%
Norway
0%
Finland
0%
France
0%
UK
0%

Most common reasons for dissatisfaction with sex life

icon

66%

Do not have sex as often as wanted

icon

74%

icon

56%

icon

20%

Do not feel comfortable in own body

icon

12%

icon

31%

icon

18%

Not satisfied with the quality of the sex

icon

17%

icon

19%

icon

13%

Have other fantasies, desires and needs than partner(s)

icon

16%

icon

9%

icon

13%

Sex life is repetitive

icon

13%

icon

13%

65%
of Danes say they gain a closer relationship with their partner from having a good sex life 
58%
of Danes say they gain a better mood from having a good sex life 



46% of Danes would like to experiment more sexually


50% of Danes in relationships would like to have sex with their partner more often than is the case today

Danes
and sex

Sindex by Sinful

What does a 'normal sex life' look like in Denmark? Isn’t it only women, who fake orgasms? Will my fantasies and desires scare away potential sex partners? Do I masturbate too often?

For long, sex has been a topic that we didn’t speak openly about. Therefore, Danes have many ideas about what makes up a 'normal sex life' – and perhaps they are not always close to reality.

Most Danes say they have had 10 or less sex partners in their life. The majority of us have been sexually active within the last month and most Danes fantasise about having sex on a special location such as an airplane or in nature – or have in fact already tried it.

Unfortunately, the numbers also confirm what other studies about sexual inequality have shown: The orgasm gap is evident. While 74 percent of Danish men have an orgasm often or every time during sex with others, this only goes for every other woman.

Delve into the numbers here to see all the nuances of the 'normal sex life' in Denmark.

1 out of 5 Danes has not had sex  the past year

How often do Danes have sex?

5%

One to several times a day

22%

1-2 times a week

11%

3-6 times a week

19%

1-3 times a month

6%

3-5 times every 6 months

8%

Less than 6 times in the past year

19%

I have not had sex at all within the past year

10%

I do not know/I do not want to answer

""

1 out of 2 Danes in a relationship wants to have sex with his/her partner more often than he/she does today

More than 50% of Danes have had maximum 10 sex partners 

4%

0 partners

30%

1-5 partners

20%

6-10 partners

11%

11-15 partners

7%

16-20 partners

4%

21-25 partners

4%

26-30 partners

3%

31-40 partners

2%

41-50 partners

5%

More than 50 partners

10%

I do not know/I do not want to answer

The Orgasm Gap

74%
of men say they have an orgasm every time or often when they have sex with others 
51%
of women say they have an orgasm every time or often when they have sex with others 
""

35% of Danes say they have faked an orgasm


26%
of men say they have faked an orgasm
45%
of women say they have faked an orgasm
arrow pointing to the graph

Reasons why Danes stop faking orgasms

They have become more comfortable with not having an orgasm
0%
They have started to tell their sex partner what they liked
0%
Their partner began to pay more attention to their desires and preferences
0%
They started to feel more confident
0%
They started to explore how they could get an orgasm on their own
0%
Men masturbate more than women
How often have you masturbated in the past year?
Men
Women

Daily

0%
0%

Weekly

0%
0%

Monthly

0%
0%

Less than once a month

0%
0%

Hasn’t masturbated in the past year

0%
0%

Do not know / do not want to answer

0%
0%
""

19% of Danes fantasise about having sex in a special location such as an airplane or in nature, and 41% have already tried it

What are we hiding in our nightstands ?

Sindex by Sinful

When the dildo saw the light of day for the first time, it was considered to be a medical tool to cure women from hysteria. Fortunately, we have come a long way since then. The diagnosis of hysteria has been removed and today it is completely normal to have sex toys in the nightstand. Every other Dane has tried using sex toys while every third Danes owns one or more sex toys.

In the 1800’s doctors were already warning about the addictive effect of dildos. And we can relate. Because sex toys have quite the effect. Danes, who own toys, tend to be more satisfied with their sex lives, than those who don’t.

If you look across the country, it is clear, that there is a lot of gold hiding in the nightstands – especially in South Jutland and North Jutland while those on Funen and in Copenhagen are holding back a bit more. And if your name is Michael or Camilla, then there is a good chance that there are sex toys in your nightstand.

One thing is sure under all circumstances: The vibrator comes in as a solid number 1 on the list of most used sex toys across all the countries in the Sindex.

45% of Danes have tried using sex toys
arrow that points to graph
37% of Danes currently own sex toys


0%
18-30 years
0%
31-40 years
0%
41-55 years
0%
56-70
Across all the countries in the Sindex, the vibrator is the most common  sex toy
38%
of people in a relationship own sex toys
37%
of singles own sex toys
Sex toy owners on average own 5 sex toys
29%
of Danish women own a vibrator
11%
of Danish men own a penis ring

Top 10 most sold products on Sinful in quantity

icon

Lube

icon

Suction stimulator

icon

Anal lube

icon

Penis ring without vibrator

icon

Mini vibrator

icon

Rabbit vibrator

icon

Sex toy cleaning

icon

Butt plug

icon

Realistic dildo

icon

Penis ring with vibrator

Capital Region: 35% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction stimulator

icon

Anal lube

icon

Mini vibrator

icon

Penis ring without vibrator

Zealand: 37% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction stimulator

icon

Penis ring without vibrator

icon

Anal lube

icon

Mini vibrator

Funen: 34% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction stimulator

icon

Anal lube

icon

Mini vibrator

icon

Penis ring without vibrator

South Jutland: 42% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction stimulator

icon

Penis ring without vibrator

icon

Mini vibrator

icon

Anal lube

West Jutland: 36% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction stimulator

icon

Anal lube

icon

Penis ring without vibrator

icon

Mini vibrator

East Jutland: 37% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction stimulator

icon

Mini vibrator

icon

Penis ring without vibrator

icon

Anal lube

North Jutland: 42% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction stimulator

icon

Anal lube

icon

Penis ring without vibrator

icon

Mini vibrator

These Danes buy most sex toys on Sinful

Women

Camilla Louise Mette Maria Julie

Men

Michael Thomas Martin Morten Jesper

Sunday is the weekday, where Danes buy most sex toys
Between 21-22 in the evening Danes buy most sex toys
436 kilometres 
That’s how many kilometres of dildos Sinful has sold in the last year
68,000 litres 
That is the total volume of lube Sinful has sold in the last year.

Danes who own sex toys are more satisfied  with their sex lives

62%
of people who own sex toys are satisfied with their sex life
56%
of people who do not own sex toys are satisfied with their sex life

Do we speak the same love language?

Sindex by Sinful

2021 became the year, where the normally high rate of divorce in Denmark, dropped. And even though there are still many divorces, it is comforting to see that Denmark is full of happy relationships. 4 out of 5 Danes say that they are happy in their current relationships. And we are good at letting each other know.

36 percent of Danes in relationships tell their partners that they love them on a daily basis. But how do we actually also express our love for each other? Out of the five love languages – physical touch, appreciative words, attention & time, favours, and gifts – Danes seem to agree that physical touches, appreciative words, and attention & time are the way forward. Flower bouquets and small favours, on the other hand, are not the direct way to a Danish heart.

But something also indicates that men can benefit from replacing the small pat on the bum with giving their partner two minutes of undivided attention. Because while 28 percent of women prefer that their partner expresses his/her love by giving each other time, only 17 percent of men tend to express their love in this manner.

No matter who you ask, it remains essential to remember to kiss, hug and caress each other. For 9 out of 10 Danes intimacy is key to a well-functioning relationship and it affects most of us negatively if we aren’t intimate with our partner for a longer period of time.

4 out of 5 Danes are satisfied with their relationship

79%
14%
5%
3%
circle to highlight sentence
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
I do not know/I do not want to answer
9 out of 10 Danes think intimacy is important for a well-functioning relationship
57% say it affects them negatively, when they’re not intimate with their partner for a longer period of time

1 out of 3 Danes tells their partner that they love them on a daily basis 

36%

Daily

33%

Weekly

12%

Monthly

5%

Less than monthly

5%

Only on special occasions

8%

I do not know / I do not want to answer

The love language of Danes: Physical touch is the preferred love language in Denmark

icon

31%

With physical touches, e.g. kisses and hugs

icon

25%

With appreciative words, e.g. compliments and recognition

icon

24%

With attention and time, e.g. when you spend quality time together or go on a date

icon

9%

With small favours, e.g. your partner doing the dishes or grocery-shopping on the way home

icon

5%

With presents, e.g. flowers

Women prefer attention and time, but men more often express their love through physical touches

28%of women prefer their partner to express their love through attention and time, but only 17%of men say they most often express love for their partner through attention and time

Preferred love languages across countries in the Sindex

icon

31%

Denmark: physical touch

icon

28%

Sweden: appreciative words

icon

29%

Norway: physical touch

icon

27%

Finland: physical touch / appreciative words

icon

35%

UK: appreciative words

icon

40%

France: attention and time

What do we fantasise about?

Sindex by Sinful

Growing up, we are playful and imaginative. But we tend to forget our playfulness when adulthood and everyday life sets in. That is a shame. Because Danes are full of hidden fantasies about new ways to have sex.

Fortunately, it is no longer associated with shame to feel like playing under the bed sheets – or outside the four walls of our home for that matter. And in Denmark we are good at expressing this. In fact, more than every other Dane talks about sex, desires, and fantasies with their partner at least once a month.

According to the Danes, they also live out their fantasies. Every 5th Dane, for instance, dreams about having sex in a special location such as a plane or in nature – and 41% have already tried it. Even though many of us live out our fantasies, Danes are still curious about new experiences. Nearly every other Dane dreams about experimenting more sexually.

Delve into the numbers and learn more about the sexual curiosity of Danes here.

46% of Danes would like to experiment more sexually

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54% say they talk about sex, desires, and fantasies with their partner at least once a month

What do Danes fantasise about?
Fantasise about it
Have already tried it

To be dominated or to dominate others sexually

0%
0%

To have sex with more than one person at a time

0%
0%

To have sex on a special location

0%
0%

To have sex wearing costumes

0%
0%

To have sex in a swinger club

0%
0%

To use sex toys

0%
0%

To have anal sex

0%
0%

To have sex with some sort of pain

0%
0%

To have sex with someone of the same sex

0%
0%