The global sexual lubricant market size was valued at USD 1.1 billion in 2019, growing at a CAGR of 8% during the forecast period.
The growing awareness and demand for sexual wellness products are driving the sexual lubricant market worldwide. The ongoing creation of the new sexual culture, which is devoid of any stigma, is witnessing an exploration of sexual fantasies. This behavioral change and increased adoption of sexual wellness products, especially by females and baby boomers, is expected to boost the market in the coming years. Besides, factors such as increased demand from developing economies, the introduction of innovative sexual wellness products, such as flavored condoms, warming jelly, organic oil-based lubricants, and the availability of pleasure-enhancing products such as sex toys, exotic lingerie, condoms, is driving the global sexual lubricant market growth.
The market is witnessing the emergence of several local sexual lubricant manufacturers, who are giving competition to well-established manufacturers. The private-label brands constitute a significant chunk of market share in the US, with their retail sales worth over $50 million. Several other private label brands such as Tesco, Boots, Asda, and Superdrug are gaining prominence in UK’s personal lubricant market.
Further, the increased advertisement and branding is also boosting the sale of lubes. Vendors are using online platforms and aggressive pricing strategies to attract more consumers. For instance, several leading online retailers offer a competitive analysis of various types of personal lubricants that help the end-users to make a better choice. Besides, industry organizations such as the National Sexual Lubricant Association of the United States are organizing trade shows, award events, and periodic seminars. These activities encourage vendors to market their products and educate end-users about the same, thus increasing the profit ratio.
Further, the amplified conversation upon sexual fantasies and pleasure is expected to create a remarkable shift in consumers' expectations and acceptability of products. To leverage this, vendors are introducing products in the mass market retail chains such as Wal-Mart, Tesco, Sainsbury’s. This dynamic shift is expected to boost the personal lubricant market in terms of revenue. Further, the US, China, Japan, and India are expected to witness high traction for personal lubes. The global sexual lubricant market is expected to grow at a CAGR of around 8% during 2018−2024.
GLOBAL SEXUAL LUBRICANT MARKET SEGMENTATION
This market research report includes a detailed segmentation of the market by
Hybrid sexual lubricant is likely to be a game-changer in the market.
The water-based sexual lubricant segment constitutes the majority of the global sexual lubricant market share. Owing to factors such as compatibility with condoms, cost-effectiveness, and safety in terms of condom failure, water-based lube is expected to continue its dominance in terms of usage and acceptance among end-users. Furthermore, some of the long-lasting lubricants are also sold as vaginal moisturizers and are gaining traction in the sexual lubricant market. K-Y Jelly/Liquid, ID Glide, Trojan H2O Closer, Sliquid H2O are some of the widely used water-based lubricants available in the market.
The silicone-based sexual lubricant market is likely to grow at a healthy CAGR during the forecast period. Owing to long-lasting moisturizing property, silicone lubes are also preferred by women experiencing vaginal dryness.
Oil-based sexual lubricants are preferred by end-users who are sensitive towards preservatives and additives. They are also gaining popularity among female end-users who are aware of the effects of parabens, which can cause hormonal function disruption. Furthermore, many vendors have started to offer organic oil-based lubricants that are gaining traction among a large number of end-users in the market. Further, these lubricants are relatively economical and witnessing high adoption in developing countries such as India, Brazil, and China.
Hybrid sexual lubricants are witnessing high demand as these are water-soluble and easily cleanable. These are expensive than other lubes and are in demand as they can be used with all sex toys except the silicone-made ones.
The global sexual lubricant market is witnessing a demand for female-centric products.
Men are the largest user of personal lubes. The key reason for the growth can be attributed to the dominant societal status provided to male users due to which they are considered as a dominant partner during sexual intercourse. However, due to increased sexual awareness and urge in female end-users, the personal lubricant market is witnessing an increase in feminine centric products. The developed economies such as Europe and North America see noticeable growth in demand for female-centric products. Besides, the market is also experiencing the arrival of several start-ups catering to women more than men. Thus, the emergence of such start-ups has resulted in the breaking of taboos associated with women’s sexuality and their sexual health-related concerns and is driving the global sexual lubricant market.
SEXUAL LUBRICANT MARKET BY DISTRIBUTION CHANNEL
An increased number of internet users will boost the online sale of sexual lubricants.
Sexual lubricants are primarily sold through retail distribution channels such as sex specialty stores, supermarkets, hypermarkets, mass-market players, drug stores or pharmacies, and grocery stores. Hence, retail sales constitute a majority market share and are likely to remain the dominant distribution channel in the global sexual lubricant market. The entry of condom manufacturers such as Reckitt Benckiser, Karex, and Church & Dwight has increased the sale of personal lubes through retail stores such as sex specialty stores and supermarkets worldwide.
Online sale is gaining traction and emerging as a popular distribution channel for buying personal lubricants. It offers a variety of options to choose from at a discounted price, which is attributing to the accelerated growth of the segment. The online portal provides bundled products at low prices and enables the access of potential consumers to review consumer’s feedback, which is lacking in brick-and-mortal distribution formats.
SEXUAL LUBRICANT MARKET BY GEOGRAPHY
Europe is witnessing high demand for water-based & silicon-based lubricants.
The increased popularity of sexual lubricants and the introduction of innovative lubricants such as hybrid sexual lubricants are driving the sexual lubricant market in North America. Further, the growing popularity of adult stores, increasing proliferation of private label sexual lubricant brands, and a relaxed attitude toward sexuality among US nationals are also contributing to the market growth. Thus, the high penetration of sexual lubricants in North America is expected to boost market growth during the forecast period.
The high demand for water-based and silicone-based sexual lubricants is driving the market in Europe. They are witnessing high demand in the region due to increased demand as a mainstream consumer sexual well-being product. Besides, an increase in end-users using sex toys along with sexual lubricants is likely to boost the market for sex toys and will drive the sexual lubricant market.
APAC is emerging as a potential market for personal lubes. The increased per capita income, rapid urbanization, and growing awareness of sexual wellness products boost the market. Further, China, Japan, South Korea, Australia, and India account for major sexual lubricants in the APAC region. Also, Thailand, Vietnam, Malaysia, and Indonesia are expected to witness increased demand due to improving quality of life and growing openness toward accepting sexual wellness products during the forecast period.
Latin America and MEA accounted for relatively lower market revenue compared to other geographies. However, MEA is undergoing certain political, regulatory changes, which is likely to create a healthy market for sexual lubricants in the coming years. As many manufacturers are expanding their operations in these regions, the demand for personal lubricants is expected to grow in the coming years.
KEY VENDOR ANALYSIS AND MARKET SHARE
The global sexual lubricant market is moderately fragmented, with many international players providing sexual lubricants with high functionality and designs. The adoption rate of these products has been increasing somewhat. This has led to the entry of many vendors to cater to the increased demand. Further, intensifying competition among market players has led to innovative and advanced solutions in the market. These players compete on various factors such as price, availability, brand, and variety.
Key Vendors in the Market
- Church & Dwight
- Reckitt Benckiser
The global sexual lubricant market research report includes in-depth coverage of the industry analysis with revenue and forecast insights for the following segments:
- South Korea
- New Zealand
Middle East & Africa
- South Africa
- Saudi Arabia