Personal Lubricants Market Report 2025

The personal lubricants market size has grown strongly in recent years. It will grow from $1.6 billion in 2024 to $1.76 billion in 2025 at a compound annual growth rate (CAGR) of 9.7%. The growth in the historic period can be attributed to women's health and menopause concerns, the influence of mass media and marketing, retail availability and accessibility, lgbtq+ inclusivity and product diversity, increasing aging population.

The personal lubricants market size is expected to see rapid growth in the next few years. It will grow to $2.7 billion in 2029 at a compound annual growth rate (CAGR) of 11.4%. The growth in the forecast period can be attributed to e-commerce dominance, the emergence of organic and natural lubricants, consumer education and empowerment, cultural shifts towards openness, and health and wellness trends. Major trends in the forecast period include innovative formulations and ingredients, a rise in online retail channels, customization and specialty lubricants, social media and influencer marketing, and CBD-infused lubricants.

The personal lubricants market is poised for growth, driven significantly by the increasing prevalence of erectile dysfunction. Erectile dysfunction, characterized by the inability to achieve and sustain a firm erection for intercourse, propels the demand for personal lubricant gels. These gels serve to facilitate sexual contact, delay climax, and extend intimate experiences. Notably, a report from the Preferred Men's Medical Center in August 2022 revealed that over 30 million men in the US suffered from erectile dysfunction, with a projected increase to 322 million cases globally by 2025 - a 207% surge. This escalation is anticipated primarily in emerging regions across Africa, Asia, and South America, solidifying erectile dysfunction as a driving force behind the growth of the personal lubricants market.

The growing aging population is projected to drive the expansion of the personal lubricant market in the coming years. An aging population is characterized by a demographic shift in which the proportion of elderly individuals within a society increases over time. Personal lubricants are commonly utilized by older adults to alleviate discomfort caused by factors such as dryness from reduced natural lubrication, enhancing comfort during intimate activities. For example, a report released by the Congressional Budget Office, a federal agency in the United States, in January 2023, indicated that the ratio of individuals aged 65 and older to those aged 25 to 64 is expected to rise from 34% in 2023 to 46% by 2053. Consequently, the growing elderly population is fueling the demand for personal lubricants.

Product innovations stand as a prominent trend in this market segment. Leading companies are focused on innovating new lubricant formulations to maintain their competitive edge. For instance, in May 2022, Playground, a US-based sexual wellness brand, introduced a collection of pleasure-enhancing lubricants specifically designed to stimulate the senses and erogenous zones, aiming to elevate mood, cognition, and libido. Their water-based formulation includes ingredients such as Ashwagandha, Black Cohosh, and Horny Goat Weed, adaptogens supporting chemistry in the bedroom, increased libido, and enhanced blood flow. These lubricants, tested to be clean, vegan, and pH-balanced, boast a velvety finish resembling natural lubrication, enriched with vitamin E, hyaluronic acid, and bamboo extract for a soothing and long-lasting experience.

Leading companies in the personal lubricant market are concentrating on the development of water-based lubricants to improve safety, comfort, and compatibility with various products. Water-based lubricants are personal lubricants that primarily use water as their main ingredient. For example, in September 2024, Peptonic Medical, a pharmaceutical company based in Sweden, introduced VagiVital Active Glide. This innovative formulation aims to alleviate dryness and discomfort, enhancing overall well-being for women. It features a blend of active ingredients designed to promote moisture retention and maintain the balance of vaginal flora. The product is especially beneficial for women undergoing hormonal changes, such as those experienced during menopause or after childbirth.

In December 2022, CC Wellness, a prominent US-based pharmaceutical company, completed the acquisition of Shibari Wands for an undisclosed sum. This strategic acquisition marks a significant step for CC Wellness in its pursuit to cultivate innovative consumer-facing wellness and personal care brands. Shibari Wands, a manufacturer of lubricant-label products based in the US, aligns with CC Wellness's vision to expand its portfolio and reinforce its commitment to developing cutting-edge products in the realm of wellness and personal care.

Major companies operating in the personal lubricants market include Church & Dwight Co. Inc., Reckitt Benckiser Group plc, BioFilm Inc., Lifestyles Healthcare Pte. Ltd., Mayer Laboratories Inc., Lovehoney Group, Sliquid LLC, Trigg Laboratories Inc., The Yes Yes Company Ltd., Uberlube Inc., HLL Lifecare Ltd., Cupid Limited, Toaster Labs Inc., Mission Pharmacal Company, Durex Inc., Pjur GmbH, Gun Oil LLC, PinkCherry LLC, Babeland Inc., Adam & Eve LLC, Wet International Inc., Intimate Organics LLC, Good Clean Love LLC, Swiss Navy Inc., Wicked Sensual Care Inc., Aneros Inc., System JO Inc., Blossom Organics Inc., Fun Factory GmbH.

North America was the largest region in the personal lubricants market in 2024. Asia-Pacific is expected to be the fastest-growing region in the global personal lubricants market during the forecast period. The regions covered in the personal lubricants market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the personal lubricants market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

A personal lubricant serves as a liquid or gel utilized by both men and women to enhance moisture in the vulva, vagina, or anal region during sexual activity. Its primary purpose is to mitigate friction and discomfort, reducing the likelihood of injury during intercourse.

These lubricants typically fall into three main categories water-based, silicone-based, and oil-based. Water-based lubricants specifically aid in reducing friction and increasing viscosity during various intimate activities. They are available through multiple distribution channels, including online stores, drug stores, hypermarkets, supermarkets, and specialty stores, catering to a wide range of end-users encompassing both males and females.

The personal lubricants market research report is one of a series of new reports that provides personal lubricants market statistics, including personal lubricants industry global market size, regional shares, competitors with a personal lubricants market share, detailed personal lubricants market segments, market trends and opportunities, and any further data you may need to thrive in the personal lubricants industry. This personal lubricants market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The personal lubricants market consists of sales of dry lubricants, grease lubricants, and penetrating lubricants. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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