Personal Lubricants Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Personal Lubricants Market is Segmented by Product Type (Water-based, Silicone-based, Oil-based, and Hybrid Type), Distribution Channel (Retail Stores and E-commerce), and Geography (North America, Europe, Asia-Pacific, Middle-East and Africa, and South America). The report offers the value (in USD million) for the above segments.

Personal Lubricants Market Snapshot

Personal Lubricants Market Size
Study Period: 2019-2027
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 8.6 %

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Market Overview

The personal lubricants (lube) market is anticipated to register a CAGR of nearly 8.6% during the forecast period, 2022-2027.

The contagious coronavirus is having a potential economic impact and implications on most sectors, including the personal lubricants market. Governments all over the world are now responding to the threat of COVID-19 with all the essential measures such as social distancing, nationwide lockdown, travel restrictions, and large-scale quarantines that are anticipated to negatively impact businesses and consumer spending.

However, COVID-19 may lead to erectile dysfunction in some people, which may increase the demand for personal lubricants and positively influence the market studied. The study conducted by Cleveland Clinic in December 2020 reported that surviving COVID-19 might be associated with erectile dysfunction (ED). COVID-19 may cause hyper inflammation throughout the body, especially in the heart and surrounding muscles. The blood supply to the penis can become narrowed or blocked as a result of a worsened or new vascular condition caused by the virus. Thus, in such patients, there will be high demand for personal lubricants to enhance the sexual experience.

However, manufacturers are introducing advanced products that enhance the sexual experience. For instance, in October 2020, Trojan Condoms launched an addition to its product portfolio to serve female pleasure with a new collection of sexual wellness products for women. Dubbed Willa, the range includes condoms, personal lubricants, and vibrators. Similarly, in June 2020, a wellness brand for the sexually active, Cake, launched its first product offerings that include a range of premium lubricants and pre- and post-sex cleansing wipes. The product line includes Motion Lotion, Tush Cush, Toy Joy, and Backside Slide.

Moreover, the major factors attributing to the increased demand for these products are rising incidences of vaginal dryness and erectile dysfunction and necessitating a useful alternative to enhance the sexual experience with ease of intercourse, which is expected to drive the market growth. According to the report published by North American Menopause Society 2020, 48% of women in the United States face the issue vaginal discomfort, the most common symptoms were vaginal dryness and pain during intercourse. Thus, the rise in the usage of these products among both women and men to enhance the sexual experience and increased awareness among the youth to improve sexual health are expected to propel the lube market.

Scope of the Report

Personal lubricants also referred to as sexual lube or lubes, are applied on the penis, vagina, anus, and on sex toys to enhance sexual pleasure by helping penetration. These lubes are available in the form of liquid and gels that act as lubricants, especially to relieve the pain and reduce friction during sexual intercourse and masturbation. The personal lubricants market is segmented by product type (water-based, silicone-based, oil-based, and hybrid type), distribution channel (retail stores and e-commerce), and geography (North America, Europe, Asia-Pacific, Middle-East and Africa, and South America). The market report also covers the estimated market sizes and trends for 17 different countries across major regions globally. The report offers the value (in USD million) for the above segments.

Product Type
Hybrid Type
Distribution Channel
Retail Stores
North America
United states
United Kingdom
Rest of Europe
South Korea
Rest of Asia-Pacific
Middle-East and Africa
South Africa
Rest of Middle-East and Africa
South America
Rest of South America

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Key Market Trends

The Water-based Lubricants Segment is Expected to Hold the Major Market Share in the Forecast Period

The water-based lubricant segment is expected to dominate the industry over the forecast period. The significant growth of the segment can be attributed to the increase in adoption of these products due to their proven efficiency in lubrication, which is attributed to their higher compatibility with latex condoms, sex toys, and gel-like consistency, like that of a natural vaginal lubricant, which makes them easy to clean, along with availability at a lower cost compared to other types.

Furthermore, the increased availability of a wide range of these marketed products, their reduced side effects due to rapid advancements in new product developments, and the introduction of premium products by manufacturers, such as flavored and moisturizing lubricants, in recent years are expected to fuel the market. For instance, in April 2019, under the SKYN product portfolio-SKYN Aqua Feel, LifeStyles Healthcare launched a new personal lubricant that simulates natural lubrication.

The market is expected to grow due to increased consumer knowledge of these goods, as well as increased concern among adult women about vaginal dryness and sexual dysfunction, further rising demand for preservative-free and natural products. Owing to the product's gel-like consistency, which is similar to natural vaginal lubricant, and availability at a lower cost, the segment is likely to show healthy growth over the forecast period.

The pandemic impacted essential manufacturers supplying most of the market volume due to supply chain issues. This is expected to decrease production rates; however, this can also drive up the prices of products in the short term. Furthermore, the domestic manufacturers are likely to fill the supply gap, leading to a relatively lower impact on the market as a whole.​

Personal Lubricants Market Share

North America Dominates the Market and it is Expected to do the Same in the Forecast Period

North America is expected to dominate the overall personal lubricants market throughout the forecast period. This largest share is attributed to the increasing prevalence of erectile dysfunction and vaginal dryness due to sedentary lifestyles and increased stress in the United States. Moreover, in the past few years, lubricants have been increasingly being used by men who have sex with men (MSM) and sex workers to reduce discomfort during intercourse. According to the report published by the US Census data and Simmons National Consumer Survey (NHCS) conducted in 2020, more than 49.39 million Americans were found to be using personal lubes, fueling the market.

The United States witnessed the highest number of positive coronavirus cases and witnessed a significant impact on the lubricant demand. However, the impact of COVID-19 is not much significant in other countries of North America, i.e., Canada and Mexico, due to the comparatively fewer positive cases and functioning of end-user industries. The lubricant market in the United States witnessed a downward trend in 2020 as the country was completely locked down, and very few industries for essential services were functioning. End-user industries such as transportation and chemical are the most affected industries by the lubricants industry in the region.

Besides, a rapid increase in the number of older adults who desire to have active sex in their lives for sexual enhancement and the rising adoption of these products in the region are the factors expected to fuel the market for personal lubricants.

Lubricant manufacturers are focused on creating awareness regarding the management of vaginal dryness that can lead to abrasions and chafing of the skin and rising susceptibility to sexually transmitted diseases. For instance, in May 2021, Durex released an awareness campaign in one of the pan-European lubrication campaigns, "Let's Lube.". such campaign helped in raising awareness among the individual about the personal lubricant, thereby driving the market.

Furthermore, product innovations by manufacturers to meet the increasing customer demand are expected to propel market growth. For instance, in October 2020, Sliquid, LLC announced that it launched its stimulating lubricant, Sliquid Spark, which is available in packet sizes of 2-ounce, 8.5-ounce, and 17-ounce options. This is likely to drive regional market growth.

Personal Lubricants Market Growth

Competitive Landscape

The personal lubricants market is moderately competitive and consists of several major players. Few of the prominent players currently dominating the market are applying various strategies, like extensive branding and partnerships with e-commerce stores, and other manufacturers are launching a new range of premium products adding flavors and nutritional values to enhance the ease and comfort of sexual activity to consolidate their market positions. For instance, in February 2019, No Borders Naturals Inc. was granted exclusive distribution rights for SYLK USA products by Toro Management LLC DBA SYLK. The company will exclusively distribute SYLK water-based moisturizing lubricant containing natural kiwi vine extracts. Some of the companies currently dominating the market are Durex Inc., BioFilm Inc., Church & Dwight Co. Inc., LifeStyles Healthcare Pte Ltd, and Reckitt Benckiser Group PLC.

Recent Developments

  • In October 2020, Trojan Condoms launched an addition to its product portfolio to serve female pleasure with a new collection of sexual wellness products for women. Dubbed Willa, the range includes condoms, personal lubricants, and vibrators.
  • In June 2020, a wellness brand for the sexually active, Cake, launched its first product offerings that include a range of premium lubricants and pre- and post-sex cleansing wipes. The product line includes Motion Lotion, Tush Cush, Toy Joy, and Backside Slide.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

      1. 4.2.1 Rise in Geriatric Women Population and Increased Life Expectancy, along with Early Product Launches in the Developed Economies

      2. 4.2.2 Growing Prevalence of Vaginal Dryness and Erectile Dysfunction

    3. 4.3 Market Restraints

      1. 4.3.1 Lack of Awareness and Proper Care Among the Elderly Patients

      2. 4.3.2 High Cost of the Products in Emerging Economies

    4. 4.4 Porter's Five Forces Analysis

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers/Consumers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Water-based

      2. 5.1.2 Silicone-based

      3. 5.1.3 Oil-based

      4. 5.1.4 Hybrid Type

    2. 5.2 Distribution Channel

      1. 5.2.1 Retail Stores

      2. 5.2.2 E-commerce

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United states

        2. Canada

        3. Mexico

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Italy

        5. Spain

        6. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. South Korea

        6. Rest of Asia-Pacific

      4. 5.3.4 Middle-East and Africa

        1. GCC

        2. South Africa

        3. Rest of Middle-East and Africa

      5. 5.3.5 South America

        1. Brazil

        2. Argentina

        3. Rest of South America


    1. 6.1 Company Profiles

      1. 6.1.1 HLL Lifecare Ltd

      2. 6.1.2 Cupid Limited

      3. 6.1.3 The Yes Yes Company Ltd

      4. 6.1.4 LifeStyles Healthcare Pte Ltd

      5. 6.1.5 Toaster Labs Inc.

      6. 6.1.6 BioFilm Inc.

      7. 6.1.7 Sliquid

      8. 6.1.8 Church & Dwight Co. Inc.

      9. 6.1.9 Mission Pharmacal Company

      10. 6.1.10 Durex Inc.

      11. 6.1.11 Mayer laboratories Inc.

      12. 6.1.12 Lovehoney Group Ltd

      13. 6.1.13 Trigg Laboratories Inc.

      14. 6.1.14 Reckitt Benckiser Group PLC

    2. *List Not Exhaustive

**Competitive Landscape covers- Business Overview, Financials, Products and Strategies, and Recent Developments

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Frequently Asked Questions

The Global Personal Lubricants Market market is studied from 2019 - 2027.

The Global Personal Lubricants Market is growing at a CAGR of 8.6% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

LifeStyles Healthcare Pte Ltd, Reckitt Benckiser Group plc, Church & Dwight Co Inc, Durex Inc, BioFilm Inc are the major companies operating in Global Personal Lubricants Market.

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