Personal Lubricants Market by Product, Distribution Channel, and Geography - Forecast and Analysis 2023-2027

Personal Lubricants Market Forecast 2023-2027

The Personal Lubricants Market size is forecast to increase by USD 486.95 million, at a CAGR of 7.52% between 2022 and 2027.  The market for sexual wellness products is experiencing a notable boost primarily due to rising demand. Historically, conventional societies have undervalued sexual experiences; however, this perception has shifted with increased awareness surrounding sexual wellness products and more supportive environments. Among those aiming to enhance sexual pleasure, personal lubricants have gained significant popularity, largely thanks to effective marketing strategies employed by market players. Additionally, the proliferation of online pornography and the increasing acceptance of homosexuality are contributing to the heightened demand for sexual wellness products. In addressing issues such as vaginal dryness and discomfort, personal lubricants are now preferred over alternatives like baby oil, petroleum jelly, or olive oil.

Market Overview

To get additional information about the market, Buy Report

Market Dynamics

The market is driven by factors such as increasing manufacturing capacity to meet the rising demand for sexual health wellness products among the geriatric women population due to improved life expectancy. Addressing concerns like vaginal dryness, erectile dysfunction, and menopausal symptoms by balancing estrogen levels and testosterone hormones is a significant trend. Challenges include market saturation, regulatory hurdles, and the need for innovative products like silicone-based lubricants to cater to diverse sexual experiences and alleviate vaginal discomfort for a broader sexual engagement demographic, especially middle-aged and older adults. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers, trends, and challenges will help stakeholders in the value chain refine their marketing strategies to gain a competitive advantage.

Key Market Driver

Increasing demand for sexual wellness products is notably driving the market. Conventional societies have historically underrated sexual experiences, but this has changed due to increasing awareness about sexual wellness products and supportive environments. Personal lubricants are increasingly popular among those seeking to enhance sexual pleasure, thanks to market players marketing these products. Online pornography has also become more prevalent, and the growing acceptance of homosexuality is driving demand for sexual wellness products. Personal lubricants are now preferred over baby oil, petroleum jelly, or olive oil to alleviate vaginal dryness and pain. These lubricants ease pain and enhance pleasure during sexual intercourse, making them especially helpful for women experiencing hormonal imbalances. Manufacturers use safe ingredients that don't harm the genitalia, and the FDA approves their products, assuring users of quality. People with active sex lives are realizing the importance of sexual wellness, and the demand for personal lubricants is expected to continue increasing. Hence, suhc factors are driving the market during the forecast period.

Significant Market Trend 

The negative side effects of traditional lubricants have driven the growth of the organic lubricants market. Consumers prefer organic products, which have fewer or no side effects compared to chemically-based products, especially when used in sensitive areas of the skin. Water-based lubricants are a popular type of organic product in high demand due to increased consumer awareness. They are free from synthetic chemicals, parabens, fragrances, and dyes that may irritate the skin or alter pH levels in the vagina. Good Clean Love is an example of an organic lubricant made from organic ingredients that are free from petrochemicals, glycerin, and parabens.

Furthermore, the genitalia's tender tissues absorb chemicals more easily than the outer skin, making organic products especially appealing. Some specialty lubricants offer warming or cooling sensations that can reduce sensitivity, making it harder to detect any damage or injury. Therefore, the demand for organic lubricants is on the rise. Hence, such factors are driving the market during the forecast period.

Major Market Challenge 

Side effects and allergies are a major challenge hindering the market. Personal lubricants, which fall under the category of sexual wellness products, have long been subject to taboos and stereotypes due to their packaging and design. This, in turn, has discouraged market players from entering this industry, as many consumers perceive these products as inappropriate and immoral. Societal norms surrounding intimacy also contribute to the challenges in marketing these products, making it difficult for market players to reach a wider audience without aggressive marketing strategies.

Moreover, educating consumers about personal lubricants and their benefits poses a challenge for market players, particularly in emerging countries where sexual repression is not uncommon. Limited awareness results in limited demand and product availability. Additionally, e-commerce portals and applications often filter out obscene product labels, tags, or comments to avoid unpleasant experiences for users or customers, making it difficult for market players to market or advertise their products online. Despite these challenges, the global market is expected to grow during the forecast period, as more individuals become aware of the benefits of these products and the societal norms surrounding sexual wellness gradually change. Hence, such factors are hindering the market during the forecast period.

Customer Landscape

The market growth analysis report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

Global Market Customer Landscape

Company Overview

market players are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

• Key Offering- Wowtech offers a range of sex toys and accessories, including vibrators, dildos, muze, tempo, vice, and other toys. The company also operates multiple brands such as We Vibe, Womanizer, Attivia, Pjur, and Novoluto to offer the products.
• Key Offering- BioFilm Inc. manufactures and distributes personal health products under the Astroglide and BioShell brands. The key offerings of the company include personal lubricants. 
• Key Offering- Lovemypulse offers personal lubricants such as H2Oh and Aloe-ahh.

The report also includes detailed analyses of the competitive landscape of the market and information about 15 market market players, including:

• Ansell Ltd.
• Bijoux Indiscrets SL
• Bodywise Ltd.
• Church and Dwight Co. Inc.
• Cupid Ltd.
• Doc Johnson Enterprises
• Elbow Grease
• Good Clean Love Inc.
• LELOi AB
• Lovehoney Group Ltd.
• Okamoto Industries Inc.
• Reckitt Benckiser Group PLC
• Sliquid LLC
• TENGA Co. Ltd.
• The Aneros Co.
• The Yes Yes Co. Ltd.
• Toaster Labs Inc.
• Trigg Laboratories Inc.

Qualitative and quantitative analysis of market players has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize market players as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize market players as dominant, leading, strong, tentative, and weak.

Market Segmentation by Distribution Channel

The online store segment is the fastest-growing segment in the global market. Online platforms provide customers with an option to discuss product reviews and recommendations through online chat rooms and discussion forums. The sales of products through online products have increased in the past ten years, with increasing Internet and smartphone penetration rates. The sales of sexual wellness products, such as personal lotions, through online platforms, will increase further during the forecast period due to advantages such as privacy and convenience. Several market players are promoting their products online through social media. They are also focusing on simplifying the online purchase of personal lotions by providing a free return policy that allows consumers to return products due to discrepancies or damage. For instance, Lovehoney, a major market players of lubricants, has a free return policy for its customers.

Market Segmentation by Product

The market is witnessing a surge in demand due to various factors such as increasing manufacturing capacity to meet the growing need for sexual health wellness products among the geriatric women population. With improvements in life expectancy, concerns related to vaginal dryness, erectile dysfunction, and menopausal symptoms are becoming more prevalent. Products that address estrogen levels, and testosterone hormone balance, and are compatible with latex condoms like those from Reckitt Benckiser and Durex are highly sought after. Brands like KY lubricants and Veet hair removal products cater to specific needs, ensuring a comfortable and satisfying sexual experience while addressing vaginal discomfort. The market is diverse, catering not only to the middle-aged demographic but also to older individuals and older adults who seek enhanced intimacy. Silicone-based lubricants are gaining traction due to their effectiveness and popularity among consumers. Brands are focusing on meeting the product demand for personal lubricants that enhance sexual engagement while ensuring safety and pleasure. This segmentation reflects the market's dynamic nature, adapting to the evolving needs and preferences of consumers across different age groups and lifestyles.

The water-based lubricants segment was valued at USD 515.19 million in 2017 and continued to grow until 2021.  Water-based lubricants are completely condom-compatible. Due to their water-soluble nature, the skin and mucous membranes absorb them quickly. With the increasing demand for condoms and sex toys, the demand for personal lubricants will increase. Since personal lubricants are used with these products for easy penetration and enhanced experience, market players are also extending their product lines.

For a detailed summary of the market segments BUY REPORT

The water-based lubricants segment was the largest segment and was valued at USD 515.19 million in 2017. Moreover, market players providing only sex toys and condoms in the past have now ventured into the personal lubricants industry. Therefore, new product launches from key market players in the market will also drive the growth of the water-based personal lubricants segment. Hence, the abovementioned factors will drive the growth of the water-based lubricants market during the forecast period.

Key Regions for the Market 

For further insights about regional markets,Request PDF Sample now!

North America is estimated to contribute 33% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. In North America, sexual wellness goods have been in use for a long time. The region has many adult stores, drug stores, and online stores that sell sexual goods. The US accounts for the largest share of the market, while Canada is witnessing strong demand. The rising disposable income and an increase in spending on personal care goods are likely to drive the growth of the market. For instance, according to the US Bureau of Labour, spending on personal care goods and services increased by 2.3% from 2017 to 2019. The growth in spending on personal care and a rise in disposable income increases the purchasing power of consumers to spend on leisure and luxury goods such as personal lubricants. This will drive the growth of the market in the region.

Furthermore, trade shows related to the adult industry create a complementary environment for market players to display their products, educate consumers, and encourage them to purchase the products. Thus, market players get an opportunity to display their products and deal with market challenges such as legal complications and obscenity laws. This development has served as an impetus for online stores, retail outlets, and specialty sex stores to promote their products to gain brand visibility and increase sales. Therefore, the abovementioned factors will boost regional market growth during the forecast period. 

Segment Overview

The report forecasts market growth by revenue at global, regional & country levels and provides a market research and growth analysis of the latest market trends and growth opportunities from 2017 to 2027. 

• Product Outlook 
  • Water-based lubricants
  • Silicon-based lubricants
  • Oil-based lubricants

• Distribution Channel Outlook
  • Online
  • Offline

• Region Outlook 
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa
  • South America
    • Chile
    • Brazil
    • Argentina

Market Analyst Overview

The market is witnessing substantial growth due to various factors such as the increasing manufacturing capacity of sexual health wellness goods and the rising demand among the geriatric women population. With improvements in life expectancy, issues like erectile dysfunction and menopausal symptoms are gaining prominence, leading to a focus on products that address estrogen levels and testosterone hormone balance. Lubricants compatible, innovative product offerings with latex condoms, featuring a gel-like consistency, are particularly sought after. O-Shot Women, contains ingredients like Aloe Vera, Lactic Acid, and HempClear extract, are catering to specific needs, including vaginal discomfort and enhancing sexual engagement.

Moreover, the market is diversifying with offerings for different demographics, from middle-aged to older individuals, recognizing varying needs across age brackets. Silicone-based lubricants are gaining popularity for their long-lasting attributes, especially in massage applications and condom compatibility. Challenges like condom breakage, leakage, rising prevalence of sexual dysfunction, and concerns about sexually transmitted infections (STIs) and unintended pregnancies are driving innovation toward natural and organic formulations. However, social stigma, regulatory challenges, and changing attitudes remain hurdles despite the market's growth trajectory. Innovative approaches and the availability of these products across retail channels, including hypermarkets and online platforms, are shaping the future of the personal lubricant industry.

Market Scope
Report Coverage	Details
Page number	161
Base year	2022
Historic period	2017-2021
Forecast period	2023-2027
Growth momentum & CAGR	Accelerate at a CAGR of 7.52%
Market growth 2023-2027	USD 486.95 million
Market structure	Fragmented
YoY growth 2022-2023(%)	6.91
Regional analysis	North America, Europe, APAC, South America, and Middle East and Africa
Performing market contribution	North America at 33%
Key countries	US, China, India, UK, and Germany
Competitive landscape	Leading market playerss, Market Positioning of market playerss, Competitive Strategies, and Industry Risks
Key companies profiled	Ansell Ltd., Bijoux Indiscrets SL, BioFilm Inc., Bodywise Ltd., Church and Dwight Co. Inc., Cupid Ltd., Doc Johnson Enterprises, Elbow Grease, Good Clean Love Inc., LELOi AB, Lovehoney Group Ltd., Okamoto Industries Inc., Reckitt Benckiser Group PLC, Sliquid LLC, TENGA Co. Ltd., The Aneros Co., The Yes Yes Co. Ltd., Toaster Labs Inc., Trigg Laboratories Inc., and WOW Tech International GmbH
Market dynamics	Parent market analysis, Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period.
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

Request PDF sample

What are the Key Data Covered in this Market Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2023 and 2027
• Precise estimation of the size of the market size and its contribution of the market in focus on the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the market across North America, Europe, APAC, South America, and Middle East and Africa
• Thorough market research report analysis of the market’s competitive landscape and detailed information about market playerss
• Comprehensive market growth and forecasting analysis of factors that will challenge the growth of market market playerss

We can help! Our analysts can customize this report to meet your requirements. Get in touch