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Sexual Lubricant Market - Global Outlook & Forecast 2023-2028

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  • 316 Pages
  • May 2023
  • Region: Global
  • Arizton
  • ID: 5806802
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The global sexual lubricant market is expected to grow at a CAGR of 8.74% from 2022-2028.


Taking into consideration that sexual lubricant products are often treated as products to be sold under secrecy or products associated with cultural shame or taboo across societies, vendors need to remain cautious in the way they project their brand in public. Branding is eventually one of the key strategies to create a positive impression in the mass media and leverage the brand equity generated for vendors in the sexual lubricant market.

Vendors are differentiating themselves by positioning their brands in a unique way that resonates with the target market. For example, Reckitt Benckiser's Durex brand is fun and adventurous with the tagline "Play Longer." In contrast, Karex Berhad's ONE brand promotes sexual health and wellness with the tagline "Better sex. Better world."


Increasing Influence of the Internet In Driving Purchases

The increasing penetration of internet services, improved economy, and upgrading of purchase and delivery options with the emergence of m-commerce have paved the way for online shopping through smart and connected devices such as smartphones and tablets. The m-commerce sector is expected to account for nearly half of the global e-commerce market during the forecast period. Online websites also provide detailed product information, including quality, safety measures, and user guidance, which have increased customer demand for e-retailing. Consumers feel more comfortable purchasing sexual wellness products from e-commerce websites, further contributing to the growth of the sexual lubricant market. For instance, the large and tangible interfaces of tablets as well as access to high-speed Wi-Fi connections, are suitable for purchasing sexual wellness products such as sexual lubricants online as they considerably ease the decision-making process of users.

Increasing Use Of Dating Apps In APAC

The penetration of dating apps has been rising rapidly in the Asia-Pacific (APAC) region in recent years and has likely contributed to the growth of the sexual lubricant market in several ways. This trend can be attributed to several factors, including the increasing popularity of smartphones and the internet and changing social attitudes towards online dating. Further, in countries such as India and China, the number of users of dating apps has increased significantly in recent years. This can be attributed to a growing middle class, a youthful population, and a rising level of education, as well as greater awareness of online dating and the increasing availability of dating apps.


Increasing Concerns Over Side Effects

Sexual lubricants are applied to the most sensitive parts of the body and are thus subjected to various studies of their effects on end-users. The use of sexual lubricants may cause severe irritation, burning, and itching, along with other health complications among end-users. This could increase the chances of HIV and other STIs. People are concerned about these lubricants as most accessible commercial products are created for vaginal intercourse, giving rise to the risk of damage to the rectal epithelium, which is more sophisticated and doesn't secrete lubricating fluids during intercourse. Such factors can hamper the sexual lubricant market growth during the forecast period.



The global sexual lubricant market by product is segmented into water-based, silicone-based, oil-based, and hybrid. The water-based sexual lubricant segment held the leading position in 2022. Water-based sexual lubricants are highly popular among end-users and have a wide customer base. Water-based sexual lubricants are a type of lubricant formulated with water as their main ingredient. They are widely used because they are safe with latex condoms and other sex toys, and they do not stain clothing or bedding. Additionally, they are easy to clean up and do not leave a greasy or oily residue. Water-based sexual lubricants have a long legacy in the market, and they are the most commonly used sexual lubricants with a wide base of consumers worldwide. One of the major factors driving the demand for water-based sexual lubricants is their compatibility with condoms, which has contributed to their acceptance among users across the globe.

Segmentation by Product

  • Water-Based
  • Silicone-Based
  • Oil-Based
  • Hybrid


The global sexual lubricant market is mostly male-centric; products catering to males held more than 80% of the global market in revenue in 2022. However, over the past few years, the industry has witnessed a rise in demand for female-centric products. Developed markets such as Europe and North America have seen a noticeable demand growth for female-centric products. It is an accepted fact that both men and women have their individual specific needs & desires. Thus the need for appropriate marketing for a range of sexual lubricants catering to such gender requirements is of high priority in the sexual wellness industry.

Segmentation by Gender

  • Male
  • Female


The offline distribution segment accounted for the highest revenue in the global sexual lubricant market in 2022. The entry of condom manufacturers such as Reckitt Benckiser, Karex, and Church & Dwight into the market has increased the sale of sexual lubricants through retail stores such as sex specialty stores and supermarkets worldwide. However, the offline segment will face strong competition from the online segment in the future due to rising internet penetration worldwide. Sexual lubricants are available to end-users through online OEMs' e-commerce portals and direct-to-consumer stores such as Amazon, eBay, Best Buy, Alibaba, and JD. Instant price comparison and a wide range of varieties are the major reasons behind the spurt in online sales.

Segmentation by Distribution Channel

  • Offline
  • Online


North America holds the largest global sexual lubricant market, accounting for over 37% in 2022. The region represents some of the most advanced economies in the world. It is a major market for contraceptives and sexual wellness products because of a well-formulated sex education program and an efficient distribution network. Moreover, the region represents one of the most sexually active populations in terms of using condoms and sexual lubricants. Furthermore, the growing popularity of adult stores and a relaxed attitude towards sexuality among U.S. nationals have fueled the market growth in the region.

Segmentation by Geography

North America

  • US
  • Canada


  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Singapore
  • New Zealand
  • Indonesia
  • Malaysia
  • Thailand


  • Germany
  • UK
  • France
  • Italy
  • Russia
  • Spain
  • Poland
  • Sweden
  • Denmark
  • Norway

Latin America

  • Mexico
  • Brazil
  • Argentina
  • Peru
  • Chile

Middle East and Africa

  • Saudi Arabia
  • UAE
  • South Africa


The global sexual lubricant market's competitive scenario has intensified over the past few years. The rapidly changing technological environment could adversely affect vendors as customers expect continual innovations and upgrades. The present scenario forces vendors to refine their unique value proposition to achieve a strong market presence. As a result, vendors have to reduce the prices for their products to remain in the competitive environment and gain market share.

Key Company Profiles

  • LifeStyles
  • Church & Dwight
  • Karex Berhad
  • Reckitt Benckiser Group
  • BioFilm

Other Prominent Vendors

  • Aytu BioPharma
  • Bodywise
  • CalExotics
  • CC Wellness
  • Cupid Limited
  • Elbow Grease
  • Empowered Products
  • Good Clean Love
  • Guy & O’Neill
  • Hathor Professional Skincare
  • HLL Lifecare Ltd
  • ID Lubricants
  • Japan Long-Tie (China)
  • Kaamastra
  • Live Well Brands
  • Lovehoney Group
  • M.D. Science Lab
  • Mayor Laboratories
  • Nulatex
  • PHE
  • PJUR Group
  • Ritex
  • Sensuous Beauty
  • Sliquid
  • The Yes Yes Company
  • Tenga
  • Trigg Laboratories
  • Thai Nippon Rubber Industry (TNR)
  • Topco Sales
  • Taiwan Fuji Latex
  • XR Brands


  • How big is the sexual lubricant market?
  • What is the growth rate of the global sexual lubricant market?
  • Which region dominates the global sexual lubricant market share?
  • What are the significant trends in the sexual lubricant market?
  • Who are the key players in the global sexual lubricant market?
Frequently Asked Questions about the Sexual Lubricant Market

What is the estimated value of the Sexual Lubricant Market?

The Sexual Lubricant Market was estimated to be valued at $1347.12 Million in 2022.

What is the growth rate of the Sexual Lubricant Market?

The growth rate of the Sexual Lubricant Market is 8.7%, with an estimated value of $2227.68 Million by 2028.

What is the forecasted size of the Sexual Lubricant Market?

The Sexual Lubricant Market is estimated to be worth $2227.68 Million by 2028.

Who are the key companies in the Sexual Lubricant Market?

Key companies in the Sexual Lubricant Market include LifeStyles, Church & Dwight, Karex Berhad, Reckitt Benckiser Group, BioFilm, Aytu BioPharma, BILLY BOY (MAPA), Bodywise, CalExotics and CC Wellness.

Table of Contents

1 Research Methodology2 Research Objectives3 Research Process
4 Scope & Coverage
4.1 Market Definition
4.1.1 Inclusions
4.1.2 Exclusions
4.1.3 Market Estimation Caveats
4.2 Base Year
4.3 Scope of the Study
4.3.1 Market Segmentation by Product
4.3.2 Market Segmentation by Gender
4.3.3 Market Segmentation by Distribution Channel
4.3.4 Market Segmentation by Geography
5 Report Assumptions & Caveats
5.1 Key Caveats
5.2 Currency Conversion
5.3 Market Derivation
6 Premium Insights
6.1 Market Definition
6.2 Report Overview
6.3 Raw Material Procurement
6.4 Branding Strategies
6.5 Opportunities & Challenge Analysis
6.6 Segment Analysis
6.7 Competitive Landscape
7 Market at a Glance
8 Introduction
8.1 Overview
8.1.1 Government Policies & Regulations
8.1.2 Raw Material Procurement
8.1.3 Manufacturers
8.1.4 Distribution Landscape
8.2 Global Economic Outlook
8.3 Micro & Macro Economic Factors
8.4 Key Observations
8.5 SWOT Analysis
8.6 Branding Strategies
8.7 Advertising & Marketing Strategies
8.8 Promotional Strategies
8.9 Pricing Analysis
8.10 Value Chain Analysis
8.10.1 Raw Material Suppliers
8.10.2 Manufacturers
8.10.3 Distributors / Dealers
8.10.4 Retailers
8.10.5 End-Users
9 Market Opportunities & Trends
9.1 Increasing Influence of Internet in Driving Purchases
9.2 Growing Popularity of Private-Label Brands
9.3 Rising Focus on Promotional & Marketing Activities
9.4 Increasing Use of Dating Apps in Apac
9.5 Increase in Festivals, Expos, and Tradeshows
9.6 Shift Toward Female-Centric Sexual Wellness Products
10 Market Growth Enablers
10.1 Increasing Prevalence of Erectile Dysfunction
10.2 Surge in Demand from Baby Boomers
10.3 Easier Accessibility to Sexual Lubricants
10.4 Evolving Gender-Neutral Tone
11 Market Restraints
11.1 Stringent Regulatory Environment
11.2 Increasing Concerns Over Side-Effects
11.3 Lack of Awareness Among Consumers in Developing Regions
11.4 Low Confidence of Investors in Potential Startups
12 Market Landscape
12.1 Market Overview
12.1.1 Key Insights
12.1.2 Demand Insights
12.1.3 Supply Insights
12.2 Market Size & Forecast
12.3 Vendor Analysis
12.4 Demographical Analysis
12.5 Consumer Behaviour & Awareness
12.6 Five Forces Analysis
12.6.1 Threat of New Entrants
12.6.2 Bargaining Power of Suppliers
12.6.3 Bargaining Power of Buyers
12.6.4 Competitive Rivalry
12.6.5 Threat of Substitutes
13 Product
13.1 Market Snapshot & Growth Engine
13.2 Market Overview
13.3 Water-Based
13.3.1 Market Size & Forecast
13.3.2 Market by Geography
13.4 Silicone-Based
13.4.1 Market Size & Forecast
13.4.2 Market by Geography
13.5 Oil-Based
13.5.1 Market Size & Forecast
13.5.2 Market by Geography
13.6 Hybrid
13.6.1 Market Size & Forecast
13.6.2 Market by Geography
14 Gender
14.1 Market Snapshot & Growth Engine
14.2 Market Overview
14.3 Male
14.3.1 Market Size & Forecast
14.3.2 Market by Geography
14.4 Female
14.4.1 Market Size & Forecast
14.4.2 Market by Geography
15 Distribution Channel
15.1 Market Snapshot & Growth Engine
15.2 Market Overview
15.2.1 Manufacturer, Production & Distribution
15.2.2 Distribution Through Retail Stores
15.2.3 Distribution Through Online Websites
16 Geography
16.1 Market Snapshot & Growth Engine
16.2 Geographic Overview
17 North America
17.1 Market Overview
17.2 Pest Analysis
17.2.1 Political Factors
17.2.2 Economic Factors
17.2.3 Social Factors
17.2.4 Technological Factors
17.3 Leading Trend Enabler & Restraint
17.4 Market Size & Forecast
17.5 Product
17.5.1 Market Size & Forecast
17.6 Gender
17.6.1 Market Size & Forecast
17.7 Distribution Channel
17.7.1 Market Size & Forecast
17.8 Key Countries
17.8.1 Us: Market Size & Forecast
17.8.2 Canada: Market Size & Forecast
18 Apac
18.1 Market Overview
18.2 Pest Analysis
18.2.1 Political Factors
18.2.2 Economic Factors
18.2.3 Social Factors
18.2.4 Technological Factors
18.3 Leading Trend Enabler & Restraint
18.4 Market Size & Forecast
18.5 Product
18.5.1 Market Size & Forecast
18.6 Gender
18.6.1 Market Size & Forecast
18.7 Distribution Channel
18.7.1 Market Size & Forecast
18.8 Key Countries
18.8.1 China: Market Size & Forecast
18.8.2 Japan: Market Size & Forecast
18.8.3 India: Market Size & Forecast
18.8.4 South Korea: Market Size & Forecast
18.8.5 Australia: Market Size & Forecast
18.8.6 Singapore: Market Size & Forecast
18.8.7 New Zealand: Market Size & Forecast
18.8.8 Indonesia: Market Size & Forecast
18.8.9 Malaysia: Market Size & Forecast
18.8.10 Thailand: Market Size & Forecast
19 Europe
19.1 Market Overview
19.2 Pest Analysis
19.2.1 Political Factors
19.2.2 Economic Factors
19.2.3 Social Factors
19.2.4 Technological Factors
19.3 Leading Trend Enabler & Restraint
19.4 Market Size & Forecast
19.5 Product
19.5.1 Market Size & Forecast
19.6 Gender
19.6.1 Market Size & Forecast
19.7 Distribution Channel
19.7.1 Market Size & Forecast
19.8 Key Countries
19.8.1 Uk: Market Size & Forecast
19.8.2 Germany: Market Size & Forecast
19.8.3 France: Market Size & Forecast
19.8.4 Italy: Market Size & Forecast
19.8.5 Russia: Market Size & Forecast
19.8.6 Spain: Market Size & Forecast
19.8.7 Poland: Market Size & Forecast
19.8.8 Sweden: Market Size & Forecast
19.8.9 Denmark: Market Size & Forecast
19.8.10 Norway: Market Size & Forecast
20 Latin America
20.1 Market Overview
20.2 Pest Analysis
20.2.1 Political Factors
20.2.2 Economic Factors
20.2.3 Social Factors
20.2.4 Technological Factors
20.3 Leading Trend Enabler & Restraint
20.4 Market Size & Forecast
20.5 Product
20.5.1 Market Size & Forecast
20.6 Gender
20.6.1 Market Size & Forecast
20.7 Distribution Channel
20.7.1 Market Size & Forecast
20.8 Key Countries
20.8.1 Brazil: Market Size & Forecast
20.8.2 Mexico: Market Size & Forecast
20.8.3 Argentina: Market Size & Forecast
20.8.4 Peru: Market Size & Forecast
20.8.5 Chile: Market Size & Forecast
21 Middle East & Africa
21.1 Market Overview
21.2 Pest Analysis
21.2.1 Political Factors
21.2.2 Economic Factors
21.2.3 Social Factors
21.2.4 Technological Factors
21.3 Leading Trend Enabler & Restraint
21.4 Market Size & Forecast
21.5 Product
21.5.1 Market Size & Forecast
21.6 Gender
21.6.1 Market Size & Forecast
21.7 Distribution Channel
21.7.1 Market Size & Forecast
21.8 Key Countries
21.8.1 Saudi Arabia: Market Size & Forecast
21.8.2 Uae: Market Size & Forecast
21.8.3 South Africa: Market Size & Forecast
22 Competitive Landscape
22.1 Competition Overview
22.2 Vendors Ranking
23 Key Company Profiles
23.1 Biofilm
23.1.1 Business Overview
23.1.2 Biofilm in Global Sexual Lubricants Market
23.1.3 Product Offerings
23.1.4 Key Strategies
23.1.5 Key Strengths
23.1.6 Key Opportunities
23.2 Church & Dwight
23.2.1 Business Overview
23.2.2 Business Segments
23.2.3 Church & Dwight in Global Sexual Lubricants Market
23.2.4 Product Offerings
23.2.5 Key Strategies
23.2.6 Key Strengths
23.2.7 Key Opportunities
23.3 Karex Berhad
23.3.1 Business Overview
23.3.2 Business Segments
23.3.3 Karex Berhad in Global Sexual Lubricants Market
23.3.4 Product Offerings
23.3.5 Key Strategies
23.3.6 Key Strengths
23.3.7 Key Opportunities
23.4 Lifestyles
23.4.1 Business Overview
23.4.2 Business Segments
23.4.3 Lifestyles in the Global Sexual Lubricants Market
23.4.4 Product Offerings
23.4.5 Key Strategies
23.4.6 Key Strengths
23.4.7 Key Opportunities
23.5 Reckitt Benckiser Group
23.5.1 Business Overview
23.5.2 Business Segments
23.5.3 Reckitt Benckiser Group in Global Sexual Lubricants Market
23.5.4 Product Offerings
23.5.5 Key Strategies
23.5.6 Key Strengths
23.5.7 Key Opportunities
24 Other Prominent Vendors
24.1 Aytu Biopharma
24.1.1 Business Overview
24.2 Billy Boy (Mapa)
24.2.1 Business Overview
24.3 Bodywise
24.3.1 Business Overview
24.4 Calexotics
24.4.1 Business Overview
24.5 Cc Wellness
24.5.1 Business Overview
24.6 Cupid Limited
24.6.1 Business Overview
24.7 Elbow Grease
24.7.1 Business Overview
24.8 Empowered Products
24.8.1 Business Overview
24.9 Good Clean Love
24.9.1 Business Overview
24.10 Guy & O'neill
24.10.1 Business Overview
24.11 Hathor Professional Skincare
24.11.1 Business Overview
24.12 Hll Lifecare Limited
24.12.1 Business Overview
24.13 Id Lubricants
24.13.1 Business Overview
24.14 Japan Long-Tie (China)
24.14.1 Business Overview
24.15 Kaamastra
24.15.1 Business Overview
24.16 Live Well Brands
24.16.1 Business Overview
24.17 Lovehoney Group
24.17.1 Business Overview
24.18 Mayer Laboratories
24.18.1 Business Overview
24.19 M. D. Science Lab
24.19.1 Business Overview
24.2 Nulatex
24.20.1 Business Overview
24.21 Phe
24.21.1 Business Overview
24.22 Pjur Group
24.22.1 Business Overview
24.23 Ritex
24.23.1 Business Overview
24.24 Sasmar Pharmaceuticals
24.24.1 Business Overview
24.25 Sensuous Beauty
24.25.1 Business Overview
24.26 Shunga
24.26.1 Business Overview
24.27 Sliquid
24.27.1 Business Overview
24.28 Taiwan Fuji Latex
24.28.1 Business Overview
24.29 the Yes Yes Company
24.29.1 Business Overview
24.3 Tenga
24.30.1 Business Overview
24.31 Trigg Laboratories
24.31.1 Business Overview
24.32 Thai Nippon Rubber Industry
24.32.1 Business Overview
24.33 Topco Sales
24.33.1 Business Overview
24.34 Xr Brands
24.34.1 Business Overview
25 Report Summary
25.1 Key Takeaways
25.2 Strategic Recommendations
26 Quantitative Summary
26.1 Market by Geography
26.2 Market by Product
26.3 Market by Gender
26.4 Market by Distribution Channel
26.5 North America
26.5.1 Product: Market Size & Forecast
26.5.2 Gender: Market Size & Forecast
26.5.3 Distribution Channel: Market Size & Forecast
26.6 Apac
26.6.1 Product: Market Size & Forecast
26.6.2 Gender: Market Size & Forecast
26.6.3 Distribution Channel: Market Size & Forecast
26.7 Europe
26.7.1 Product: Market Size & Forecast
26.7.2 Gender: Market Size & Forecast
26.7.3 Distribution Channel: Market Size & Forecast
26.8 Latin America
26.8.1 Product: Market Size & Forecast
26.8.2 Gender: Market Size & Forecast
26.8.3 Distribution Channel: Market Size & Forecast
26.9 Middle East & Africa
26.9.1 Product: Market Size & Forecast
26.9.2 Gender: Market Size & Forecast
26.9.3 Distribution Channel: Market Size & Forecast
27 Appendix
27.1 Abbreviations

Companies Mentioned

  • LifeStyles
  • Church & Dwight
  • Karex Berhad
  • Reckitt Benckiser Group
  • BioFilm
  • Aytu BioPharma
  • Bodywise
  • CalExotics
  • CC Wellness
  • Cupid Limited
  • Elbow Grease
  • Empowered Products
  • Good Clean Love
  • Guy & O’Neill
  • Hathor Professional Skincare
  • HLL Lifecare Ltd
  • ID Lubricants
  • Japan Long-Tie (China)
  • Kaamastra
  • Live Well Brands
  • Lovehoney Group
  • M.D. Science Lab
  • Mayor Laboratories
  • Nulatex
  • PHE
  • PJUR Group
  • Ritex
  • Sensuous Beauty
  • Sliquid
  • The Yes Yes Company
  • Tenga
  • Trigg Laboratories
  • Thai Nippon Rubber Industry (TNR)
  • Topco Sales
  • Taiwan Fuji Latex
  • XR Brands


Our research comprises a mix of primary and secondary research. The secondary research sources that are typically referred to include, but are not limited to, company websites, annual reports, financial reports, company pipeline charts, broker reports, investor presentations and SEC filings, journals and conferences, internal proprietary databases, news articles, press releases, and webcasts specific to the companies operating in any given market.

Primary research involves email interactions with the industry participants across major geographies. The participants who typically take part in such a process include, but are not limited to, CEOs, VPs, business development managers, market intelligence managers, and national sales managers. We primarily rely on internal research work and internal databases that we have populated over the years. We cross-verify our secondary research findings with the primary respondents participating in the study.