The personal lubricants (lube) market studied was anticipated to grow with a CAGR of nearly 8.6% during the forecast period. The major factors attributing to the increased demand for these products are raising incidences of vaginal dryness and erectile dysfunction, necessitating a useful alternative for enhancing 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 all women at baseline of age ranging from 42-53 years to 34.0% at the 13th visit aging 57-69 years. Furthermore, the rise in the usage of these products among both women and men to enhance the sexual experience and with increased awareness among the youth to improve the sexual health is expected to propel the lube market.
Key Market Trends
The Water-based Lubricants Segment is Expected to Hold the Major Market Share in the Personal Lubricants Market
The water-based lubricant segment is expected to dominate the industry over the forecast period. The lucrative growth of the segment can be attributed to the rise in the adoption of these products due to proven efficiency in the lubrication, which is attributed to its gel-like consistency, like that of a natural vaginal lubricant which is easy to clean, higher compatibility with latex condoms that are used commonly and sex toys, along with availability at a lower cost compared to other types. Furthermore, increased availability of a wide range of these marketed products, along with reduced side effects associated with these products due to rapid advancements in the new product development with the introduction of premium products by manufacturers, such as flavored and moisturizing lubricants in the recent years, is expected to fuel the market. On the other hand, the silicone-based lubes are expected to witness the highest growth rate during the forecast period owing to their exceptional advantages offered by these products such as hypoallergenic, inert, and long-lasting nature which drive the segment contributing to the growth of the global personal lubricants market during the forecast period.
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 lubricant market throughout the forecast period. This dominance is mainly owing to the rising prevalence of erectile dysfunction and vaginal dryness due to increased stress and sedentary life in the United States. Moreover, in recent years, lubricants are increasingly being used by sex workers as well as Men Who Have Sex with Men (MSM) 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. 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' usage in the region are the factors expected to fuel the sales of personal lubricants.
The personal lubricant 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, partnerships with e-commerce stores, and other manufacturers, are launching a new range of premium products adding flavors, nutritional values to enhance the ease and comfort of sexual activity to consolidate their market position. For instance, in April 2019, LifeStyles Healthcare added a premium water-based personal lubricant, SKYN Aqua Feel, to its existing SKYN product portfolio. The new product is blended with Aloe Vera and Vitamin E, which supplements the body's natural lubricants and also helps in the temporary relief of vaginal dryness fueling the market in the forecast period. Some of the companies which are 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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