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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 Finns 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 Finns. 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, 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 Finland, there is a clear link between our ability to talk about sex and how satisfied we are with our sex lives. 4 out of 5 Finns, 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 28% of the Finns, 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 Finns, 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. Finns, 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 Finns think communication about sex and intimacy with their sex partner is important for a good sex life

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1 out of 5 Finns finds it difficult to talk about sex, fantasies, and desires with their partner

51%
22%
23%
4%
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 Finns who find it easy to communicate about sex, fantasies and desires compared to the other nationalities in the Sindex

France
0%
Sweden
0%
UK
0%
Finland
0%
Norway
0%
Denmark
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 Finns 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%
Our partner finds it awkward
0%
It is difficult to find the right occasion
0%

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

4%

Daily

29%

Weekly

23%

Monthly

27%

Less than once a month

8%

Never

8%

Don’t know/don’t want to answer


Almost half of the Finns dream about becoming better at talking about sex, desires, and fantasies with their partner

icon
arrow pointing to the graph

When do Finns talk about sex with their partner?

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

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

84%
of people in a relationship who
are good at talking about sex
with their partner are satisfied
with their sex life 
28%
of people in a relationship who
are not good at talking about
sex with their partner are
satisfied with their sex life 

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? 

80%
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
39%
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 Finns. In fact, 3 out of 4 Finns 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 Finns are satisfied with their sex lives. More than 5 out of 10 say that they are satisfied with their sex lives. This goes for both men and women.

Nevertheless, every other Finn dream 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 sex on a regular basis 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 Finns.

The numbers also show a depressing tendency: Negative body images limit women in their sex lives. Because while 1 in 6 women are unsatisfied with her sex life, 1 in 3 says this is because she doesn’t feel comfortable in her body.

3 out of 4 Finns
say it’s important
to them to have
a good sex life
icon
arrow pointing to the graph

The good sex life according to Finns

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%
That you have sex on a regular basis
0%
You often or always have an orgasm when you have sex
0%

The majority of Finns are satisfied with their sex life

Satisfaction with sex life

55%
22%
19%
4%
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

52%
of women are satisfied with their sex life
57%
of men are satisfied with their sex life

Share of Finns who are satisfied with their sex life compared to the other countries in the Sindex

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

Most common reasons for dissatisfaction with sex life

icon

61%

Do not have sex as often as wanted

icon

66%

icon

56%

icon

19%

Do not feel comfortable in own body

icon

11%

icon

30%

icon

18%

Sex life is repetitive

icon

16%

icon

20%

icon

14%

Not satisfied with the quality of the sex

icon

13%

icon

15%

icon

14%

Not attracted to the partner/partners

icon

13%

icon

16%

67%
of Finns say they gain a closer relationship with their partner from having a good sex life 
70%
of Finns say they gain a better mood from having a good sex life 

46% of Finns would like to experiment more sexually


1 out of 2 Finns in a relationship wants to have sex with their partner more often than they do today

Finns
and sex

Sindex by Sinful

What does a 'normal sex life' look like in Finland? 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, Finns have many ideas about what makes up a 'normal sex life' – and perhaps they are not always entirely close to reality.

Most Finns say they have had 10 or less sex partners in their life. The majority of Finns have been sexually active within the last month and every fifth Finn fantasises about having sex on a special location such as an airplane or in nature – and 2 out of 5 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 72% of Finnish 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 Finland.

1 out of 6 Finns has not had sex  the past year

How often do Finns have sex?

4%

One to several times a day

25%

1-2 times a week

12%

3-6 times a week

18%

1-3 times a month

7%

3-5 times every 6 months

9%

Less than 6 times in the past year

17%

I have not had sex at all within the past year

9%

I don’t know/I don’t want to answer

""

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

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

3%

0 partners

32%

1-5 partners

18%

6-10 partners

10%

11-15 partners

7%

18-20 partners

4%

21-25 partners

3%

26-30 partners

4%

31-40 partners

2%

41-50 partners

8%

More than 50 partners

9%

I do not know/I do not want to answer

The Orgasm Gap

72%
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 
""

36% of Finns say they have faked an orgasm

22%
of men say they have faked an orgasm
49%
of women say they have faked an orgasm
arrow pointing to the graph

Reasons why Finns 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%
They started to feel more confident
0%
Their partner began to pay more attention to their desires and preferences
0%
They are no longer sexually active
0%
Finnish men masturbate more often than women
How often have you masturbated in the past year?
Men
Women

Daily

0%
0%

Weekly

0%
0%

Monthly

0%
0%

Less than monthly

0%
0%

Hasn’t masturbated in the past year

0%
0%

Do not know / do not want to answer

0%
0%
""

21% of Finns fantasise about having sex in a special location such as an airplane or in nature, and 39% 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 Finn has tried using sex toys while more than every third Finns 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. Finns, who own sex 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 – except in Itä-Suomi, where people are slightly holding back. In all of Etelä-Suomi, Länsi-Suomi and Pohjois-Suomi 40% owns a piece of sex toy, while Itä-Suomi stands out as the only region with less sex toys: namely 32%. And if your name is Mikko or Laura, 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.

46% of Finns have tried using sex toys
arrow that points to graph
39% of Finns currently own sex toys


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

Across all the countries in the Sindex, the vibrator is the most common  sex toy

43%
of Finns in a relationship own sex toys
34%
of Finnish singles own sex toys
Finnish sex toy owners on average own 5.4 sex toys
36%
of Finnish women own a vibrator
13%
of Finnish men own a penis ring

Sinful’s most sold products worldwide in quantity

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Penis ring without vibrator

5
icon

Mini vibrator

6
icon

Rabbit vibrator

7
icon

Sex toy cleaning

8
icon

Butt plug

9
icon

Realistic dildo

10
icon

Penis ring with vibrator

South Finland: 40% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Penis ring without vibrator

4
icon

Anal lube

5
icon

Butt plug

East Finland: 32% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Penis ring without vibrator

4
icon

Anal lube

5
icon

Suction cup dildo

West Finland: 40 % own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Penis ring without vibrator

4
icon

Anal lube

5
icon

Suction cup dildo

North Finland: 40% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Penis ring without vibrator

4
icon

Anal lube

5
icon

Butt plug

These Finns buy most sex toys on Sinful

Men

Mikko Ville Sami Antti Janne

Women

Laura Jenni Sanna Petri Hanna

Sunday is the weekday, where Finns buy most sex toys
Between 21-22 in the evening Finns 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.

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

62%
of Finns who own sex toys are satisfied with their sex life
50%
of Finns who do not own sex toys are satisfied with their sex life

Do we speak the same love language?

Sindex by Sinful

And even though there are still many divorces, it is comforting to see that Finland is full of happy relationships. 4 out of 5 Finns say that they are happy in their current relationships. And we are good at letting each other know.

24% of Finns 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 – Finns 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 Finnish heart.

26% of women prefer that their partner expresses his/her love by giving each other time, and luckily 25% 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 Finns 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 Finns are satisfied with their relationship

78%
13%
7%
2%
circle to highlight sentence
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
I do not know/I do not want to answer
9 out of 10 Finns think intimacy is important for a well-functioning relationship
55% say it affects them negatively, when they’re not intimate with their partner for a longer period of time

1 out of 4 Finns tells their partner that they love them on a daily basis 

24%

Daily

36%

Weekly

17%

Monthly

10%

Less than monthly

5%

Only on special occasions

8%

I do not know / I do not want to answer

The love language of Finns: Physical touch and appreciative words are the preferred love languages in Finland

icon

27%

With physical touches, e.g. kisses and hugs

icon

27%

With appreciative words, e.g. compliments and recognition

icon

25%

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

icon

12%

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 physical touches and appreciative words, and men often express their love throughthese languages

26% of women prefer their partner to express their love through attention and time, and 25% of men say they most often express love for their partner this way

Preferred love languages across countries in the Sindex

icon

27%

Finland: physical touch/ appreciative words

icon

31%

Denmark: physical touch

icon

28%

Sweden: appreciative words

icon

29%

Norway: physical touch

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 Finns 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 Finland we are good at expressing this. In fact, more than every other Finn talks about sex, desires, and fantasies with their partner at least once a month.

According to the Finns, they also live out their fantasies. Every 1 out of 5 Finn, for instance, dreams about having sex in a special location such as a plane or in nature – and 39% have already tried it. Even though many of us live out our fantasies, Finns are still curious about new experiences. Nearly every other Finn dreams about experimenting more sexually.

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

46% of Finns would like to experiment more sexually

icon

56% say they talk about sex, desires, and fantasies with their partner at least once a month

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

To have sex with more than one person at a time

0%
0%

To have sex on a special location

0%
0%

To be dominated or to dominate others sexually

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 sex with someone of the same sex

0%
0%

To have anal sex

0%
0%

To have sex with some sort of pain

0%
0%