Global Personal Lubricants Market

Personal Lubricants Market Size, Share, Growth Analysis, By Type(Water-based, Silicone-based, and Oil-based), By Distribution Channel(E-commerce, Drug Stores, and Others), By Region - Industry Forecast 2024-2031


Report ID: SQMIG35A2461 | Region: Global | Published Date: March, 2024
Pages: 219 |Tables: 63 |Figures: 65

Personal Lubricants Market Insights

Global Personal Lubricants Market size was valued at USD 1.20 billion in 2022 and is poised to grow from USD 1.32 billion in 2023 to USD 2.74 billion by 2031, growing at a CAGR of 9.60% during the forecast period (2024-2031).

The surge in market expansion can be attributed to heightened product demand driven by the escalating instances of vaginal dryness and erectile dysfunction, coupled with an increasing desire for alternatives to amplify the sexual experience. Personal lubricants serve the purpose of alleviating vaginal dryness and providing additional lubrication. A survey conducted by the North American Menopause Society in 2020 unveiled that 48% of women in the U.S. encounter vaginal discomfort, with the prevailing symptom being vaginal dryness and discomfort during sexual engagement. This trend is projected to bolster product demand within the middle-aged demographic. Furthermore, a substantial number of older individuals maintain an active sex life. The University of Michigan National Poll on Healthy Aging revealed that in 2018, approximately 40% of older adults reported a vibrant sex life in the U.S., with men (51%) exhibiting higher sexual activity than women (31%). The trend persists across age brackets, with 46% of individuals aged 65 to 70 years, 39% aged 71 to 75 years, and 25% aged 76 to 80 years reporting active sexual engagement in the U.S. This trajectory is poised to further stimulate product demand in the forthcoming years.

Following the pandemic, prominent players reported a surge in sales for intimate care products. Reckitt Benckiser, for instance, witnessed increased sales for Durex condoms, KY lubricants, and Veet hair removal products in 2021 when lockdown restrictions were eased across the U.K

Augmented funding is fostering the entry of new contenders into the industry. Notably, Cake, a sexual wellness brand, secured USD 8 million in Series A funding led by investment partner Silas Capital in September 2022. The company's product portfolio encompasses specialized lubricants, topicals, condoms, and other sexual health products. Concurrently, industry players are embracing diverse growth strategies, including new product launches and market campaigns, to address the mounting demand for personal lubricants and enhance awareness about these offerings. Playground, a sexual health enterprise, exemplified this approach by introducing a collection of personal lubricants in the U.S. in May 2022. This collection comprises four full-sensory personal lubricants crafted to stimulate erogenous zones and engage all five senses, enhancing women's mood, libido, and cognitive experiences.

US Personal Lubricants Market is poised to grow at a sustainable CAGR for the next forecast year.

Market Snapshot - 2024-2031

Global Market Size

USD 1.20 billion

Largest Segment

Water-based

Fastest Growth

Water-based

Growth Rate

9.60% CAGR

Global Personal Lubricants Market ($ Bn)
Country Share for North America Region (%)

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Personal Lubricants Market Segmental Analysis

The Global Personal Lubricants Market is segmented on the basis of Type, Distribution Channel, Region. By Type, the market is segmented into Water-based, Silicone-based, Oil-based. By Distribution Channel, the market is segmented into E-commerce, Drug Stores, Others. By Region, the market is segmented into North America, Europe, Latin America, Asia- Pacific, Middle East and Africa.

Personal Lubricants Market Analysis By Type

Categorized by types, the sector is partitioned into silicone-based, water-based, and oil-based lubricants. The water-based category emerged as the dominant force in 2022, commanding a substantial share exceeding 52.25% of the overall revenue. These products, known for their ability to counteract vaginal dryness and alleviate discomfort, secured their prominence. Moreover, the introduction of pioneering offerings like fertility lubricants by various companies is projected to escalate demand throughout the forecast period. Meanwhile, the silicone-based segment anticipates the most rapid growth rate during this period. Enhanced availability within retail pharmacy chains and supermarkets facilitates heightened visibility, enabling consumers to choose from a diverse array of brands.

Furthermore, their proclivity for delivering enduring lubrication renders them suitable for massage applications. Silicone-based variants also find utility in the production of pre-lubricated condoms, leveraging their latex compatibility and long-lasting attributes. Concomitantly, the oil-based lubricants category is poised for noteworthy expansion during the forecast timeline. Notably, these lubricants may incorporate plant-derived oils such as sweet almond, sunflower seed, or coconut oil. Careful application is required for oil-based lubricants, particularly due to their incompatibility with latex/rubber condoms. The application of oil-based lubricants can compromise the integrity of the latex/rubber, increasing the risk of condom breakage or leakage, and subsequently heightening the vulnerability to sexually transmitted infections (STIs) or unintended pregnancies.

Personal Lubricants Market Analysis By Distribution Channel

Categorized by distribution channels, the sector is divided into e-commerce, drug stores, and alternative avenues. The e-commerce sector asserted its dominance in 2022, commanding the largest share, exceeding 72.80% of the revenue. This segment is poised to sustain its preeminent position, expanding at an accelerated pace throughout the projected time frame. This trajectory is chiefly attributed to the burgeoning preference for procuring these items through online platforms. E-commerce outlets provide a diverse array of products that users can assess for factors such as cost, quality, and specific requirements. The discreet delivery offered by online retailers has notably facilitated the comfortable acquisition of lubricants to bolster sexual health.

Concurrently, the drug stores segment is poised to exhibit a lucrative growth rate during the forecast period. With heightened consumer awareness regarding sexual well-being, the sales of sexual wellness products in retail pharmacies and drug stores have experienced substantial upsurge. Retail pharmacies and drug stores proactively showcase sexual wellness items like condoms, personal lubricants, and sexual enhancement supplements, ensuring direct product visibility on shelves.

Hypermarkets, supermarkets, and retail grocery stores serve as other notable distribution channels for personal lubricants. These mass merchandisers in the U.S. have reported escalated sales of sexual wellness products, a trend that resonates with the surging demand for lubricants, exerting a positive impact on product sales across hypermarkets.

Global Personal Lubricants Market By Type, 2022 (%)

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Personal Lubricants Market Regional Insights

In 2022, North America assumed a commanding position within the global market, seizing a substantial share exceeding 41.25% of the total revenue. This ascendancy is attributed to the robust presence of numerous manufacturers and retailers, facilitating convenient product accessibility. The surge in personal lubricant popularity across the region can be attributed to diminishing social taboos surrounding intimate products and the seamless availability of items through online retail platforms and supermarket chains. Notably, personal lubricants fall under Class II medical devices in the U.S., mandating medical device 510(k) clearance.

Asia Pacific is poised to manifest the swiftest growth trajectory during the projected timeline, propelled by escalating product manufacturing and exports from the region, coupled with a rising demand for personal lubricants in nations such as India, Australia, Japan, and Thailand. The industry is witnessing an influx of novel entrants, aiming to meet the demand for distinctive, safe, and efficacious personal lubricants. Illustratively, Melbourne welcomed Figr, a domestic personal lubricant brand, in January 2022, catering to Australian consumers with pH-balanced, toy-friendly formulations enriched with native Australian extracts.

Europe secured the second-largest share in 2022, fueled by an escalating demand for products. Manufacturers are intensifying efforts to raise awareness regarding the management of vaginal dryness, which can lead to skin abrasions and chafing, thereby augmenting susceptibility to sexually transmitted infections (STIs). In a notable instance, SASMAR, a France-based consumer health enterprise, initiated a global campaign in August 2018, disseminating complimentary samples of its enduring formulation of personal lubricants across the U.K., U.S., and Australia.

Global Personal Lubricants Market By Geography, 2024-2031
  • Largest
  • Fastest

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Personal Lubricants Market Dynamics

Personal Lubricants Market Drivers

Changing Lifestyles and Attitudes

  • Evolving attitudes towards sexual well-being, growing acceptance of diverse lifestyles, and increasing awareness of intimate health are driving demand.

Rising Prevalence of Sexual Dysfunction

  • A growing number of individuals seeking solutions for sexual dysfunction and discomfort is fueling the demand for personal lubricants.

Personal Lubricants Market Restraints

Social Stigma

  • Prevailing societal norms and stigmas surrounding sexual wellness may limit consumer acceptance and adoption, particularly in conservative societies.

Regulatory Challenges

  • Stringent regulations in certain regions and cultural barriers related to discussions about sexual wellness can hinder market growth and product distribution.

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Personal Lubricants Market Competitive Landscape

The competitive landscape of the Global Personal Lubricants Market is characterized by a diverse array of players vying for market share in this evolving sector. Established industry giants like Reckitt Benckiser Group (KY Jelly), Church & Dwight Co., Inc. (Trojan), and The Yes Yes Company dominate the market with their extensive product portfolios and widespread brand recognition. These companies compete through continuous product innovation, strategic partnerships, and effective marketing campaigns to capture consumer attention.

Moreover, emerging players and niche brands are gaining ground, offering specialized formulations such as organic, vegan, and natural lubricants to cater to health-conscious and environmentally aware consumers. The market's expansion has been fueled by an increasing acceptance and openness in discussing sexual health, leading to a surge in start-ups focusing on unique product offerings.

E-commerce platforms play a crucial role, providing a convenient and discreet channel for consumers to access a wide range of products. However, stringent regulatory guidelines, particularly in regions with conservative attitudes towards sexual wellness, pose challenges for market entry and growth.

As the market matures, research and development efforts are likely to intensify, leading to the introduction of advanced formulations, enhanced sensory experiences, and improved compatibility with various lifestyles. The competitive landscape is expected to remain dynamic, with a constant influx of innovation, strategic partnerships, and marketing initiatives shaping the future trajectory of the Global Personal Lubricants Market.

Personal Lubricants Market Top Player’s Company Profile

  • LifeStyles Healthcare Pte. Ltd. (SKYN) - Singapore
  • BioFilm, Inc. (Astroglide) - USA
  • Sasmar Pharmaceuticals Pty Ltd. (Conceive Plus) - Australia
  • Good Clean Love - USA
  • Wet International, Inc. - USA
  • Cleancut Inc. (Aloe Cadabra) - USA
  • Sliquid, LLC - USA

Personal Lubricants Market Recent Developments

  • A collection of lubricants from the sexual wellness company Playground, which contains four full-sensory personal lubricants made to stimulate the five senses and erogenous zones to boost a woman's mood, mind, and libido, was introduced in the United States in May 2022.
  • Recess Isabelle Daza, Recess Isabelle Daza, and their sister Ava Daza created the sexual health company Jellytime in April 2022. They introduced a water-based, hypoallergenic lubricant there.

Personal Lubricants Key Market Trends

  • Natural and Organic Formulations: Consumers are gravitating towards natural and organic personal lubricants, driven by concerns for safety, health, and environmental sustainability.
  • Innovative Product Offerings: Flavored, sensation-enhancing, and temperature-sensitive lubricants are gaining popularity, expanding the market's reach beyond medical applications.

Personal Lubricants Market SkyQuest Analysis

SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Product types team that Collects, Collates, Correlates, and Analyzes the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.

According to our Global Personal Lubricants Market analysis, the competitive landscape of the Global Personal Lubricants Market is characterized by a diverse array of players vying for market share in this evolving sector. Established industry giants like Reckitt Benckiser Group (KY Jelly), Church & Dwight Co., Inc. (Trojan), and The Yes Yes Company dominate the market with their extensive product portfolios and widespread brand recognition. These companies compete through continuous product innovation, strategic partnerships, and effective marketing campaigns to capture consumer attention.

Moreover, emerging players and niche brands are gaining ground, offering specialized formulations such as organic, vegan, and natural lubricants to cater to health-conscious and environmentally aware consumers. The market's expansion has been fueled by an increasing acceptance and openness in discussing sexual health, leading to a surge in start-ups focusing on unique product offerings.

E-commerce platforms play a crucial role, providing a convenient and discreet channel for consumers to access a wide range of products. However, stringent regulatory guidelines, particularly in regions with conservative attitudes towards sexual wellness, pose challenges for market entry and growth.

As the market matures, research and development efforts are likely to intensify, leading to the introduction of advanced formulations, enhanced sensory experiences, and improved compatibility with various lifestyles. The competitive landscape is expected to remain dynamic, with a constant influx of innovation, strategic partnerships, and marketing initiatives shaping the future trajectory of the Global Personal Lubricants Market.

Report Metric Details
Market size value in 2022 USD 1.20 billion
Market size value in 2031 USD 2.74 billion
Growth Rate 9.60%
Base year 2023
Forecast period 2024-2031
Forecast Unit (Value) USD Billion
Segments covered
  • Type
    • Water-based, Silicone-based, and Oil-based
  • Distribution Channel
    • E-commerce, Drug Stores, and Others
Regions covered North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA)
Companies covered
  • LifeStyles Healthcare Pte. Ltd. (SKYN) - Singapore
  • BioFilm, Inc. (Astroglide) - USA
  • Sasmar Pharmaceuticals Pty Ltd. (Conceive Plus) - Australia
  • Good Clean Love - USA
  • Wet International, Inc. - USA
  • Cleancut Inc. (Aloe Cadabra) - USA
  • Sliquid, LLC - USA
Customization scope

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Table Of Content

Executive Summary

Market overview

  • Exhibit: Executive Summary – Chart on Market Overview
  • Exhibit: Executive Summary – Data Table on Market Overview
  • Exhibit: Executive Summary – Chart on Personal Lubricants Market Characteristics
  • Exhibit: Executive Summary – Chart on Market by Geography
  • Exhibit: Executive Summary – Chart on Market Segmentation
  • Exhibit: Executive Summary – Chart on Incremental Growth
  • Exhibit: Executive Summary – Data Table on Incremental Growth
  • Exhibit: Executive Summary – Chart on Vendor Market Positioning

Parent Market Analysis

Market overview

Market size

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • SWOT Analysis

KEY MARKET INSIGHTS

  • Technology Analysis
    • (Exhibit: Data Table: Name of technology and details)
  • Pricing Analysis
    • (Exhibit: Data Table: Name of technology and pricing details)
  • Supply Chain Analysis
    • (Exhibit: Detailed Supply Chain Presentation)
  • Value Chain Analysis
    • (Exhibit: Detailed Value Chain Presentation)
  • Ecosystem Of the Market
    • Exhibit: Parent Market Ecosystem Market Analysis
    • Exhibit: Market Characteristics of Parent Market
  • IP Analysis
    • (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
  • Trade Analysis
    • (Exhibit: Data Table: Import and Export data details)
  • Startup Analysis
    • (Exhibit: Data Table: Emerging startups details)
  • Raw Material Analysis
    • (Exhibit: Data Table: Mapping of key raw materials)
  • Innovation Matrix
    • (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
  • Pipeline product Analysis
    • (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
  • Macroeconomic Indicators

COVID IMPACT

  • Introduction
  • Impact On Economy—scenario Assessment
    • Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
  • Revised Market Size
    • Exhibit: Data Table on Personal Lubricants Market size and forecast 2021-2027 ($ million)
  • Impact Of COVID On Key Segments
    • Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
  • COVID Strategies By Company
    • Exhibit: Analysis on key strategies adopted by companies

MARKET DYNAMICS & OUTLOOK

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • Regulatory Landscape
    • Exhibit: Data Table on regulation from different region
  • SWOT Analysis
  • Porters Analysis
    • Competitive rivalry
      • Exhibit: Competitive rivalry Impact of key factors, 2021
    • Threat of substitute products
      • Exhibit: Threat of Substitute Products Impact of key factors, 2021
    • Bargaining power of buyers
      • Exhibit: buyers bargaining power Impact of key factors, 2021
    • Threat of new entrants
      • Exhibit: Threat of new entrants Impact of key factors, 2021
    • Bargaining power of suppliers
      • Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
  • Skyquest special insights on future disruptions
    • Political Impact
    • Economic impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Market Size by Region

  • Chart on Market share by geography 2021-2027 (%)
  • Data Table on Market share by geography 2021-2027(%)
  • North America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • USA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Canada
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Europe
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Germany
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Spain
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • France
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • UK
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Europe
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Asia Pacific
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • China
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • India
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Japan
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Korea
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Asia Pacific
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Latin America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Brazil
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of South America
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Middle East & Africa (MEA)
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • GCC Countries
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Africa
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of MEA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)

KEY COMPANY PROFILES

  • Competitive Landscape
    • Total number of companies covered
      • Exhibit: companies covered in the report, 2021
    • Top companies market positioning
      • Exhibit: company positioning matrix, 2021
    • Top companies market Share
      • Exhibit: Pie chart analysis on company market share, 2021(%)

Methodology

For the Personal Lubricants Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:

1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.

2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Personal Lubricants Market.

3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.

4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.

Analyst Support

Customization Options

With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Personal Lubricants Market:

Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.

Regional Analysis: Further analysis of the Personal Lubricants Market for additional countries.

Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.

Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.

Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.

Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.

Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.

Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.

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FAQs

Personal Lubricants Market size was valued at USD 1.20 billion in 2022 and is poised to grow from USD 1.32 billion in 2023 to USD 2.74 billion by 2031, growing at a CAGR of 9.60% during the forecast period (2024-2031).

The competitive landscape of the Personal Lubricants Market is characterized by a diverse array of players vying for market share in this evolving sector. Established industry giants like Reckitt Benckiser Group (KY Jelly), Church & Dwight Co., Inc. (Trojan), and The Yes Yes Company dominate the market with their extensive product portfolios and widespread brand recognition. These companies compete through continuous product innovation, strategic partnerships, and effective marketing campaigns to capture consumer attention. 'Reckitt Benckiser Group (KY Jelly) - United Kingdom', 'Church & Dwight Co., Inc. (Trojan) - USA', 'The Yes Yes Company - United Kingdom', 'LifeStyles Healthcare Pte. Ltd. (SKYN) - Singapore', 'BioFilm, Inc. (Astroglide) - USA', 'Sasmar Pharmaceuticals Pty Ltd. (Conceive Plus) - Australia', 'Good Clean Love - USA', 'Wet International, Inc. - USA', 'Cleancut Inc. (Aloe Cadabra) - USA', 'Sliquid, LLC - USA'

Evolving attitudes towards sexual well-being, growing acceptance of diverse lifestyles, and increasing awareness of intimate health are driving demand.

Natural and Organic Formulations: Consumers are gravitating towards natural and organic personal lubricants, driven by concerns for safety, health, and environmental sustainability.

In 2022, North America assumed a commanding position within the market, seizing a substantial share exceeding 41.25% of the total revenue. This ascendancy is attributed to the robust presence of numerous manufacturers and retailers, facilitating convenient product accessibility. The surge in personal lubricant popularity across the region can be attributed to diminishing social taboos surrounding intimate products and the seamless availability of items through online retail platforms and supermarket chains. Notably, personal lubricants fall under Class II medical devices in the U.S., mandating medical device 510(k) clearance.

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Global Personal Lubricants Market

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