GVR Report cover U.S. Vaginal Moisturizers And Lubricants Market Size, Share & Trends Report

U.S. Vaginal Moisturizers And Lubricants Market Size, Share & Trends Analysis Report By Distribution Channel (Retail, Specialty Store, E-commerce), And Segment Forecasts, 2020 - 2027

  • Published Date: Aug, 2020
  • Base Year for Estimate: 2019
  • Report ID: GVR-4-68038-922-7
  • Format: Electronic (PDF)
  • Historical Data: 2016 - 2018
  • Number of Pages: 50

Report Overview

The U.S. vaginal moisturizers and lubricants market size was valued at USD 534.7 million in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 8.7% over the forecast period from 2020 to 2027. Market growth can be attributed to an increase in the target population, growing awareness regarding sexual wellness, increasing prevalence of vaginal dryness, and increasing use of vaginal lubricants. Companies have witnessed a significant rise in the sales of sexual wellness products during the lockdown owing to the outbreak of the novel coronavirus. Kush Queen, a CBD brand, witnessed a 17.0% rise in sales during February 2020. Numerous personal care products cater to both menstruation and masturbation. Open conversations around sexual health, coupled with reduced social stigma, is likely to fuel the market for vaginal moisturizers and lubricants over the forecast period.

U.S. vaginal moisturizers and lubricants market size

The ongoing movement involving the LGBTQ+ community and the increasing acceptance is likely to increase the demand for various sexual wellness products. June is celebrated as Pride Month in the U.S., which is aimed at promoting equality and dignity coupled with increasing awareness.

Women reaching menopause often face difficulty in having sexual intercourse due to thinning vaginal tissues and dryness owing to the lack of estrogen. Gel or liquid lubricants are often recommended to women with mild vaginal dryness. Moreover, lubricants are often recommended to women with vaginal dryness as they offer short-term relief from dryness and pain and works quickly. Companies offer water-based, natural, silicone-based, and oil-based lubricants.

A considerable number of young people are not aware of sexual health, which can increase the prevalence of STDs. According to the CDC, around 20.0 million new cases of STDs occur every year, and young people aged between 15 and 24 contribute to around half of them. Although companies are launching campaigns regarding sexual health and wellness, only a part of the population seeks medical help.

Distribution Channel Insights

The retail store's segment dominated the U.S. vaginal moisturizers and lubricants market in 2019 and accounted for a revenue share of 56.3%. The segment is likely to maintain its dominant position during the forecast period. Various retail stores such as Walgreens and Target, sell vaginal lubricants, which offer easy access to customers. Brands often use occasions such as Women’s Day and Valentine’s Day to promote women’s sexual wellbeing. Generation Z is more open and transparent about sex. Millennials often prefer to shop for wellness products online, as it offers greater privacy.

Emerging sexual wellness brands offer products on e-commerce platforms owing to lower cost and easy access to a larger customer base. E-commerce sites, such as Amazon also offer higher privacy to customers who are uncomfortable to shop for sexual wellness products from both retail and standalone stores. Moreover, the ongoing lockdown has also forced people to order which has also led to a massive increase in the sales of sexual wellness products. This is expected to push the sales of sexual wellness products from e-commerce sites. Standalone specialty stores offering various sexual wellness products, such as lubricants, condoms, sex toys, costumes, and moisturizers, are increasing. Moreover, the FDA has recommended the use of lubricants along with condoms to help increase comfort. Las Vegas offers a lubricant manufacturing facility that develops & tests new flavors and formulas.

Key Companies & Market Share Insights

In November 2018, Durex formed a partnership with RED. This partnership was aimed at supporting its mission to end AIDS. Funds generated from the sale of the Durex RED condom were to be invested in South Africa where over 7.2 million people have HIV/AIDS. Moreover, in October 2017, Searchlight Pharma announced Fonds de solidarité FTQ and Emerillon Capital as the new strategic financial partners. The partnership is expected to assist the growth of Searchlight Pharma. Some of the prominent players in the U.S. vaginal moisturizers and lubricants market include:

  • Church & Dwight Co., Inc.

  • Bayer AG

  • Reckitt Benckiser Group PLC.

  • The Yes Yes Company Ltd.

  • Searchlight Pharma

  • KESSEL medintim GmbH

U.S. Vaginal Moisturizers And Lubricants Market Report Scope

Report Attribute


Market Size Value in 2020

USD 575.8 million

Revenue Forecast in 2027

USD 1035.3 million

Growth rate

CAGR of 8.7% from 2020 to 2027

Base year for estimation


Historical data

2016 - 2018

Forecast period

2020 - 2027

Quantitative units

Revenue in USD million and CAGR from 2020 to 2027

Report coverage

Revenue forecast, company share, competitive landscape, growth factors & trends

Segments covered

Distribution channel

Country scope

The U.S.

Key companies profiled

Church & Dwight Co., Inc.; Bayer AG; Reckitt Benckiser Group PLC.; The Yes Yes Company Ltd.; Searchlight Pharma; KESSEL medintim GmbH

Customization scope

Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

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Segments Covered in the Report

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2027. For the purpose of this study, Grand View Research has segmented the U.S. vaginal moisturizers and lubricants market based on distribution channel:

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)

    • Retail

    • Specialty Store

    • E-commerce

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