Sexual Lubricant Market - Global Outlook & Forecast 2023-2028

INDUSTRY OUTLOOK

The global sexual lubricant market was valued at USD 1.34 billion in 2022 and is expected to reach USD 2.22 billion by 2028, growing at a CAGR of 8.74%. The ease of access to the internet and the convenience and comfort of shopping for sexual wellness products through online channels would enable the growth of a wide consumer base in developing countries. One of the major reasons for the growing demand for sexual lubricants can be associated with the rising demand for sex toys worldwide. End-users apply sexual lubricants to such toys to ease penetration. Further, factors such as increased openness; desire for quirky products and accessories; excitement, passion, and adventure; and heightened desire for experimentation drive the growth of the global sexual lubricant market. A trend observed in the market is the spike in the sale of sexual lubricants and other products during holidays based around romance, such as in February, as couples invest in gifts involving erotic lingerie, sex toys, sexual lubricants, and bondage gear.

Personal Lubricants, also known as “lubes” or “ sexual lubricants,” are a kind of gel, cream, fluid, or liquid used to reduce friction between the vagina & penis during sexual intercourse and reduce pain as well. Lubes are used to enhance the sexual experience and get more pleasure. Use of sexual lubricants while sexual intercourse may be helpful for women experiencing vaginal dryness, & men who have erectile dysfunction. These are used widely for men, women, transgender, and LGBTQ+ community across the globe. One of the major reasons for the growth of the sexual lubricant market can be associated with the rising demand for sex toys worldwide. End-users apply sexual lubricants to such toys to ease penetration. Further, end-users prefer to cover sex toys such as vagina massagers and masturbators with sexual lubricants.

North America is the largest contributor to the global sexual lubricant market. Sexual lubricants are increasingly marking their presence among end-users worldwide. The penetration of these products is increasing rapidly in the overall sexual wellness products market worldwide. As the global sexual lubricants market presents a lucrative revenue growth potential, many vendors are expected to enter the market during the forecast period, likely to make it highly consolidated. Manufacturers in China will expand their presence in Europe and North America, likely leading to a price war among vendors. Moreover, increased commoditization can also lead to low-quality products being manufactured.

BRANDING STRATEGIES

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."

MARKET TRENDS & DRIVERS

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.

Another factor contributing to the growth of dating apps in the APAC region is the cultural shift towards a more individualistic approach to relationships and marriage. Such reasons have led to a greater acceptance of online dating, and many young people turn to date apps to find romantic partners. The increasing acceptance of online dating and the growing popularity of dating apps in the region has led to a greater openness to sexual relationships and experimentation. This, in turn, has led to an increase in demand for personal lubricants as individuals seek to enhance their sexual experiences.

INDUSTRY RESTRAINTS

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.

SEGMENTATION INSIGHTS

INSIGHTS BY PRODUCT
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.

INSIGHTS BY GENDER
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, and 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.

INSIGHTS BY DISTRIBUTION CHANNEL
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.

GEOGRAPHICAL ANALYSIS

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.

However, North America will likely lose some of its sexual lubricant market shares to APAC during the forecast period. While China is the major market for sexual lubricants, countries such as India are expected to witness high demand due to the improving quality of life and increasing per capita disposable income among people. Although high levels of conservatism characterize APAC countries, there is an increasing awareness and acceptance of the concept of sexual pleasure, courtesy of global exposure and changes in attitude. The growth of the sexual lubricant market in Europe can be attributed to several factors, including the increasing popularity of sexual wellness products in general and changing attitudes towards sex and sexuality in Europe society. There is also greater access to sexual health and wellness products, with many lubricants now widely available in retail stores and online.

COMPETITIVE LANDSCAPE

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. The market is moderately fragmented, with many international players providing sexual lubricants with high functionality and designs. The major vendors in the global sexual lubricant market are Reckitt Benckiser, BioFilm, Church & Dwight, Lifestyles, and Karex Berhad.

The adoption rate of sexual lubricants among end-users worldwide has been increasing moderately. Further, the industry has witnessed the entry of many vendors due to the rising demand for sexual lubricants in recent years. Intensifying competition among market players has led to the introduction of innovative and advanced solutions. These players compete on various factors such as price, availability, brand, and variety. However, the price is set to become a major base for competition among players to gain an edge over other vendors in the industry.