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

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

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 boost growth in the personal lubricants market over the forecast period. However, lack of proper knowledge coupled with high cost of lubricants in emerging economies are expected to restrain personal lubricants market growth during forecast period.

Key Market TrendsWater-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 January 2021, O-Shot Women launched a water-based lubricant under its sexual segment called O-Shot Liquid Glide for women. As per the company, this new formula is developed to mimic the body's 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.​

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. 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. Therefore, due to the above-mentioned factors, the North American region is expected to have a significant market share in the studied market over the forecast period.

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. 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.

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