Vaginal Moisturizers and Lubricants Market is foreseen to grow from USD 2.15 billion in 2020 and reach USD 3.14 billion by 2057, developing with a CAGR of 7.4% during the outlook period 2020-2025.

Women use these vaginal moisturizers and lubricants to overcome vaginal dryness and resolve difficulties in intercourse. Vaginal moisturizers often contain polymers that bind water to the vaginal lining. Personal lubricants are designed to be used for a shorter period of time. These products are a good option for people who suffer from severe vaginal dryness, even when they are not having sex. Anyone can use lubricants whether or not their body produces natural lubrication. Vaginal dryness usually affects people who use hormonal contraceptives, smoke cigarettes, and breastfeed, are premenopausal or menopausal, and are receiving chemotherapy. The global vaginal moisturizers and lubricants market is expected to experience significant growth, owing to the increased awareness of women about sexual health. The ongoing movement involving the LGBT community and growing acceptance will increase the demand for various sexual wellness products. The factor holding back the growth of the market is that a large number of women with vaginal dryness do not see a doctor. The development of natural moisturizers containing ingredients such as coconut oil and olive oil rich in vitamin E will provide growth opportunities in the market.

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Recent Developments

In June 2020, wellness brand Cake announced the launch of its first product offerings, which include a line of premium lubricants and cleansing wipes before and after sex. In addition, the company has raised US $ 1,435 million in seed funds to provide the highest quality products tailored to sexual and body preferences.

In February 2017, Vagisil announced the launch of Vagisil Prohydrate® Natural Feel, an internal personal lubricant and moisturizing gel designed to relieve vaginal dryness and make intimacy more comfortable.

In November 2019, P&G introduced a new brand for women going through menopause. Kindra brand estrogen-free products have been formulated to relieve hot flashes, mood swings, vaginal dryness, and other symptoms of menopause. The direct-to-consumer brand is the first to emerge from the partnership formed by studio P&G Ventures and M13, a Los Angeles-based brand development and investment company.

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Market Growth

The increase in promotion and marketing activities, the significant influence of the internet on the purchasing behaviour of end-users, and the increased acceptance of women are likely to contribute to the growth of the lubricants market during the outlook period. The market is witnessing the emergence of several local manufacturers of sexual lubricants, which compete with established manufacturers. Private labels account for a significant portion of the market share with a surge in retail sales. In addition, several other private brands such as Tesco, Boots, Asda and Superdrug are gaining prominence in the UK personal lubricants market. Besides, the increase in advertising and branding also stimulates the sale of lubricants. Suppliers use online platforms and aggressive pricing strategies to attract more consumers. The United States, China, Japan and India are supposed to experience strong traction for vaginal moisturizers and lubricants.

Drivers

One of the major drivers of the global vaginal moisturizers and lubricants market is the high incidence of atrophic vaginitis, commonly referred to as vaginal dryness, which affects a significant number of women. The problem is common in premenopausal women, such as nursing mothers, who have received chemotherapy and those who have had a hysterectomy. In recent years, a number of safe and effective treatments have been introduced to the market for vaginal dryness and painful intercourse. A healthy lifestyle supplemented with herbs and natural, fragrance-free products attracts consumers, helping to avoid vaginal dryness without side effects.

Restraints

However, a large number of women with vaginal dryness do not seek medical care that slows the growth of the target market.

COVID–19 Impact on Vaginal Moisturizers and Lubricants Market

Since the coronavirus virus outburst in December 2019, the disease has spread to nearly 120 countries around the globe and the WHO has declared it a public health emergency. The worldwide impacts of the 2019 coronavirus disease are already beginning to be felt and will remarkably influence the vaginal moisturizers and lubricants market in 2020. COVID-19 can affect the global economy by directly affecting production and demand, creating disruption in the supply chain, and through the financial impact on businesses.

Market Segmentation

By Type

Water-Based Lubrication
Silicone-Based Lubrication
Oil-Based Lubrication
Among all, water-based lubricants are supposed to register the strongest growth during the foreseen period. Water-based lubricants are highly preferred during sexual activity and facilitate comfortable penetration without causing dryness and stains.

By End-user

Retail Stores
Hypermarkets/Supermarkets
Pharmacies/Drugs Stores
Specialty Stores
Online Channels
The e-commerce segment dominated and held the largest market share of 40.28% in 2019. This growth is attributed to a wide range of options, and consumers can select their products comfortably compared to retail stores. The specialty stores segment is supposed to experience significant growth. Specialty stores carry a variety of sexual wellness products such as lubricants, sex toys, moisturizers, and condoms. The online channel is also expected to represent the largest share during the outlook period, due to a wide range of shopping options and proximity to retail stores. For example, e-commerce sites like Amazon offer a variety of products to their consumers. In addition, the imposed blockade created a massive increase in sales of sexual wellness products. Emerging sexual wellness brands are offering products on e-commerce platforms because of their lower cost and easy access to a wider customer base. E-commerce sites also provide greater privacy for customers who are uncomfortable purchasing sexual wellness products from retail and independent stores. This is expected to boost sales of sexual wellness products from e-commerce sites. Independent specialty stores with various products, such as lubricants, sex toys, costumes and moisturizers, are also on the rise. Additionally, the FDA has recommended the use of lubricants in conjunction with condoms to help increase comfort.

Regional Analysis

North America is determined to dominate the global vaginal moisturizers and lubricants market, followed by Europe and Asia-Pacific. In North America, the United States is foreseen to retain the largest share and act as the largest contributor to revenue due to the increasing frequency of atrophic vaginitis and the easy availability of these products through the channels online. Several retail stores, such as Walgreens and Target, sell vaginal lubricants, which provide easy access to customers. Brands often take advantage of occasions such as Women's Day and Valentine's Day to promote women's sexual well-being. Millennials often prefer to buy wellness products online because they offer more privacy.

However, the Asia Pacific is predicted to become a rapidly growing vaginal moisturizers and lubricants market in the future due to economic development and population growth, and increasing disposable income.

Key Players

Key players operating in the global vaginal moisturizers and lubricants market include Church & Dwight, Bayer AG, GlaxoSmithKline plc, Combe Incorporated, Reckitt Benckiser Group plc, Damiva, KESSEL medintim GmbH, Searchlight Pharma, and The Yes Yes Company Ltd.