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The Personal Lubricants Market is projected to increase by 486.95 million from 2022 to 2027. The market is estimated to grow at a CAGR of 7.52% between 2022 and 2027.
This report extensively covers market segmentation by Product (water-based lubricants, silicon-based lubricants, and oil-based lubricants), Distribution Channel (online and offline), and Geography (North America, Europe, APAC, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges.
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 vendors 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.
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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.
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.
Challenge
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 vendors 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 vendors to reach a wider audience without aggressive marketing strategies.
Moreover, educating consumers about personal lubricants and their benefits poses a challenge for vendors, 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 vendors to market or advertise their products online.
Despite these challenges, the global personal lubricants 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.
Customer Landscape
The 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 Personal Lubricants Market Customer Landscape
Vendors 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.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors 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 vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
The online store's segment is the fastest-growing segment in the global personal lubricants 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 lubricants, through online platforms, will increase further during the forecast period due to advantages such as privacy and convenience. Several vendors are promoting their products online through social media. They are also focusing on simplifying the online purchase of personal lubricants by providing a free return policy that allows consumers to return products due to discrepancies or damage. For instance, Lovehoney, a major vendor of lubricants, has a free return policy for its customers.
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, vendors are also extending their product lines. Vendors providing only sex toys and condoms in the past have now ventured into the personal lubricants industry. Therefore, new product launches from key vendors 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.
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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 products have been in use for a long time. The region has many adult stores, drug stores, and online stores that sell sexual products. 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 products are likely to drive the growth of the personal lubricants market. For instance, according to the US Bureau of Labour, spending on personal care products 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 products such as personal lubricants. This will drive the growth of the market in the region.
Further, trade shows related to the adult industry create a complementary environment for vendors to display their products, educate consumers, and encourage them to purchase the products. Thus, vendors 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.
The outbreak of COVID-19 had a positive impact on the growth of the market in 2020. People stayed at home due to pandemic restrictions which resulted in more leisure time which propelled the purchase of personal lubricants from online stores. Additionally, in 2021, the relaxation of lockdown restrictions because of widespread vaccination drives throughout the region resulted in the resumption of business operations. The reopening of offline retail stores increased sales. Furthermore, increased public awareness about sexual health led to the gradual growth of the regional personal lubricants market in North America, which will fuel the growth of the regional market during the forecast period.
The report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027. The market has been segmented by Product (Water-based lubricants, Silicon-based lubricants, and Oil-based lubricants), Distribution Channel (Online and Offline), and Geography (North America, Europe, APAC, South America, and Middle East and Africa).
Personal Lubricants 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 |
USD 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 Vendors, Market Positioning of Vendors, 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 growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for 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. |
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