Personal Lubricants Market Size, Share & Trends Analysis Report By Distribution Channel (E-commerce, Drug Stores), By Type (Silicone-based, Oil-based, Water-based), By Region (APAC, MEA, North America), And Segment Forecasts, 2023 - 2030

Report Overview

The global personal lubricants market size was valued at USD 1.3 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 9.65% from 2023 to 2030. The market growth can be attributed to the increased demand for these products owing to the rising number of vaginal dryness & erectile dysfunction cases, and the growing need for alternatives to enhance the sexual experience. Personal lubricants are intended to reduce vaginal dryness and offer additional lubrication. According to a survey issued by the North American Menopause Society in 2020, 48% of women in the U.S. experience vaginal discomfort, with the most common symptom being vaginal dryness and pain during sexual activity. This is expected to increase product demand from the middle-aged population.

Furthermore, there is a considerable number of older people that have an active sex life. According to the University of Michigan National Poll on Healthy Aging, around 40% of older adults reported an active sex life in the U.S. in 2018, wherein men (51%) were more sexually active compared to women (31%). About 46% of people aged 65 to 70 years; 39% aged 71 to 75 years; and 25% aged 76 to 80 years reported an active sex life in the U.S. This trend is expected to boost the product demand in the coming years. Post the pandemic, key players reported a boost in the sales of intimate care products. For instance, Reckitt Benckiser reported an increase in sales for Durex condoms, KY lubricants, and Veet hair removal products in 2021, when lockdown restrictions were relaxed across the U.K.

Improved funding encourages the entry of new industry participants. For instance, in September 2022, Cake, the sexual wellness brand, secured USD 8 million in a Series A fundraising led by its investment partner Silas Capital. In its current inventory of sexual health goods, the company offers specialist lubricants, topicals, condoms, and other items. Moreover, companies are adopting various growth strategies, such as new product launches & market campaigns, to meet the increasing demand for personal lubricants and raise awareness about these products. For instance, in May 2022, Playground, a sexual health company, launched a collection of personal lubricants in the U.S., including four full-sensory personal lubricants designed to stimulate the erogenous zones and five senses to enhance a woman’s mood, libido, and cognition.

Type Insights

Based on types, the industry is segmented into silicone-based, water-based, and oil-based lubricants. The water-based type segment dominated the industry in 2022 and accounted for the largest share of more than 52.25% of the overall revenue, as these products help prevent vaginal dryness and reduce pain. Furthermore, the launch of innovative products, such as fertility lubricants by companies, is expected to boost their demand during the forecast period. The silicon-based segment is anticipated to witness the fastest growth rate during the forecast period. Increased availability of such products across retail pharmacy chains and supermarkets facilitates greater visibility, enabling customers to choose from different brands.

Furthermore, owing to their ability to offer long-lasting lubrication, they can also be utilized for massaging. Silicone-based products are also used in the production of pre-lubricated condoms, because of their superior latex compatibility and long-lasting properties. The oil-based lubricants segment is expected to witness significant growth during the forecast period. Oil-based lubricants might contain plant-based oils, such as sweet almond oil, sunflower seed oil, or coconut oil. These lubricants must be applied with caution. Oil-based personal lubricants cannot be used with latex/rubber condoms, as they may weaken the latex/rubber, making the condom more likely to break or leak, increasing the risk of STIs or unplanned pregnancy.

Distribution Channel Insights

On the basis of distribution channels, the industry is segmented into e-commerce, drug stores, and others. The e-commerce segment dominated the industry in 2022 and accounted for the largest share of more than 72.80% of the revenue. The segment is projected to expand further at the fastest growth rate, retaining its leading position throughout the forecast period. This can be attributed to an increasing preference to purchase these products on e-commerce platforms. Online stores offer a range of different products that users can compare for price, quality, and needs. Discrete delivery of packages by online retailers has made it comfortable for individuals to purchase lubricants to enhance sexual health.

The drug stores segment is expected to exhibit a lucrative growth rate during the forecast period. As customers have become more aware of their sexual needs, the sales of sexual wellness products in retail pharmacies and drug stores have significantly increased. Retail pharmacies and drug stores proactively display sexual wellness products, such as condoms, personal lubricants, and sexual enhancement supplements, which offer direct visibility of the product on shelves. Hypermarkets, supermarkets, and retail grocery stores are categorized as other channels for the distribution of personal lubricants. Increased sales of sexual wellness products have been reported by these mass merchandisers in the U.S. Rising demand for lubricants is positively impacting the sales of such products across hypermarkets.

Regional Insights

North America dominated the global industry in 2022 and accounted for the maximum share of more than 41.25% of the overall revenue. This is owing to the presence of a large number of manufacturers and retailers providing easy access to products. The popularity of personal lubricants is growing in the region, owing to decreasing social stigma around sexual products and the easy availability of products at online retail stores & supermarket chains. Personal lubricants are classified as Class II medical devices in the U.S. and require medical device 510(k) clearance. Asia Pacific is projected to exhibit the fastest growth rate over the forecast period due to the growing manufacturing & exports of products from the region and rising demand for personal lubricants in countries, such as India, Australia, Japan, & Thailand.

Several new companies are entering the industry to cater to the demand for unique, safe, and effective personal lubricants. For instance, in January 2022, Figr, a domestic personal lubricant brand, was launched in Melbourne. The brand is targeting Australian consumers by offering products that are pH-balanced, toy-friendly, and manufactured with native Australian extracts. Europe held the second-largest share in 2022 due to growing product demand. Manufacturers are focused on creating awareness regarding the management of vaginal dryness that can lead to abrasions and chafing of the skin, increasing susceptibility to STIs. For instance, in August 2018, SASMAR, a France-based consumer health company, launched a global campaign by distributing free samples of its long-lasting formulation of personal lubricants in the U.K., the U.S., and Australia.

Key Companies & Market Share Insights

Established players face competition from emerging companies that develop and market premium & innovative products to meet the rising demand from customers. For instance, in May 2022, BioFilm launched ASTROGLIDE QUIVER Liquid, along with its specialty-type personal lubricant line. In July 2021, SKYN, a brand of LifeStyles Healthcare, launched an e-commerce platform offering a full range of SKYN products at the customer’s doorstep, with discrete packaging. Some of the prominent players in the global personal lubricants market include:

• Reckitt Benckiser Group plc

• BioFilm, Inc.

• Trigg Laboratories, Inc.

• LifeStyles Healthcare Pte Ltd.

• The Yes Yes Company Ltd.

• Lovehoney Group Ltd.

• Church & Dwight Co., Inc.

• Mayer Laboratories Inc.

• Überlube

• Sliquid, LLC

Personal Lubricants Market Report Scope

Global Personal Lubricants Market Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the global personal lubricants market report on the basis of type, distribution channel, and region:

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • Water-based

  • Silicone-based

  • Oil-based

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • E-commerce

  • Drug Stores

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Germany

    • France

    • Italy

    • Spain

    • Denmark

    • Sweden

    • Norway

  • Asia Pacific

    • Japan

    • China

    • India

    • South Korea

    • Australia

    • Thailand

  • Latin America

    • Mexico

    • Brazil

    • Argentina

  • Middle East & Africa (MEA)

    • South Africa

    • Saudi Arabia

    • UAE

    • Kuwait