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

  • ID: 5305881
  • Report
  • January 2022
  • Region: Global
  • 118 Pages
  • Mordor Intelligence


  • BioFilm Inc.
  • Cupid Limited
  • HLL Lifecare Ltd
  • Mayer laboratories Inc.
  • Sliquid
  • Toaster Labs Inc.

The personal lubricants (lube) market is anticipated to register a CAGR of nearly 8.6% during the forecast period, 2021-2026.

The contagious coronavirus is having a potential economic impact and implications on most of the 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 may be associated with erectile dysfunction (ED). COVID-19 may cause hyper inflammation throughout the body, especially in the heart and surrounding muscles. 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 patient, there will be high demand for personal lubricants to enhance the sexual experience.

Moreover, the major factors attributing to the increased demand for these products are raising 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 National Center for Biotechnology Information study report published in 2018, the prevalence of vaginal dryness increased from 19.4% among women ranging from 42-53 years to 34.0% at the age ranging from 57-69 years. 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.

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.

Furthermore, the rising demand for preservative-free and natural products has led to the launch of new lubricants with herbal ingredients such as aloe vera. For instance, in January 2017, Toaster Labs Inc., under its Pulse brand, launched a high-tech dispensing system for its natural water-based lubricant “H2Oh!” with chia extract. 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 are 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 2018, more than 49.92 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 witness 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 of 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 August 2017, a France-based consumer health company, SASMAR, launched a global campaign by distributing free samples of its long-lasting formulation of personal lubricants in the United Kingdom, the United States, and Australia.

Furthermore, product innovations by manufacturers to meet the increasing customer demand are expected to propel the market growth. For instance, in February 2017, a sexual health and wellness company, Foria Wellness, designed and marketed a cannabis-infused lubricant for females in Canada. This is likely to drive the regional 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.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

This product will be delivered within 2 business days.
Note: Product cover images may vary from those shown


  • BioFilm Inc.
  • Cupid Limited
  • HLL Lifecare Ltd
  • Mayer laboratories Inc.
  • Sliquid
  • Toaster Labs Inc.

1.1 Study Deliverables
1.2 Study Assumptions
1.3 Scope of the Study
4.1 Market Overview
4.2 Market Drivers
4.2.1 Rise in Geriatric Women Population and Increased Life Expectancy, along with Early Product Launches in the Developed Economies
4.2.2 Growing Prevalence of Vaginal Dryness and Erectile Dysfunction
4.3 Market Restraints
4.3.1 Lack of Awareness and Proper Care Among the Elderly Patients
4.3.2 High Cost of the Products in Emerging Economies
4.4 Porter's Five Forces Analysis
4.4.1 Threat of New Entrants
4.4.2 Bargaining Power of Buyers/Consumers
4.4.3 Bargaining Power of Suppliers
4.4.4 Threat of Substitute Products
4.4.5 Intensity of Competitive Rivalry
5.1 Product Type
5.1.1 Water-based
5.1.2 Silicone-based
5.1.3 Oil-based
5.1.4 Hybrid Type
5.2 Distribution Channel
5.2.1 Retail Stores
5.2.2 E-commerce
5.3 Geography
5.3.1 North America United states Canada Mexico
5.3.2 Europe Germany United Kingdom France Italy Spain Rest of Europe
5.3.3 Asia-Pacific China Japan India Australia South Korea Rest of Asia-Pacific
5.3.4 Middle-East and Africa GCC South Africa Rest of Middle-East and Africa
5.3.5 South America Brazil Argentina Rest of South America
6.1 Company Profiles
6.1.1 HLL Lifecare Ltd
6.1.2 Cupid Limited
6.1.3 The Yes Yes Company Ltd
6.1.4 LifeStyles Healthcare Pte Ltd
6.1.5 Toaster Labs Inc.
6.1.6 BioFilm Inc.
6.1.7 Sliquid
6.1.8 Church & Dwight Co. Inc.
6.1.9 Mission Pharmacal Company
6.1.10 Durex Inc.
6.1.11 Mayer laboratories Inc.
6.1.12 Lovehoney Group Ltd
6.1.13 Trigg Laboratories Inc.
6.1.14 Reckitt Benckiser Group PLC
Note: Product cover images may vary from those shown

A selection of companies mentioned in this report includes:

  • HLL Lifecare Ltd
  • Cupid Limited
  • The Yes Yes Company Ltd
  • LifeStyles Healthcare Pte Ltd
  • Toaster Labs Inc.
  • BioFilm Inc.
  • Sliquid
  • Church & Dwight Co. Inc.
  • Mission Pharmacal Company
  • Durex Inc.
  • Mayer laboratories Inc.
  • Lovehoney Group Ltd
  • Trigg Laboratories Inc.
  • Reckitt Benckiser Group PLC
Note: Product cover images may vary from those shown