The contagious coronavirus is having a potential economic impact and implications on most of the sectors including the personal lubricants market. Governments all over the world are now responding to the threat of COVID-19 with all the essential measures such as social distancing, nationwide lockdown, travel restrictions, and large-scale quarantines that are anticipated to negatively impact businesses and consumer spending.


However, COVID-19 Might Lead to Erectile Dysfunction in Some People which will increase its demand and positively influence the market studied. The study conducted by Cleveland Clinic in December 2020, reported that surviving COVID-19 may be associated with erectile dysfunction (ED). COVID-19 may cause hyper inflammation throughout the body, especially in the heart and surrounding muscles. Blood supply to the penis can become narrowed or blocked as a result of a worsened or new vascular condition caused by the virus. Thus, in such patient, there will be high demand of the personal lubricants enhance the sexual experience.

Moroever, 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 the women age ranging from 42-53 years to 34.0% at the age ranging from 57-69 years. Thus, 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 sexual health is expected to propel the lube market.

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Key Market Trends

The Water-based Lubricants Segment is Expected to Hold the Major Market Share in the Personal Lubricants Market And it is Expected to do the Same in the Forecast Period

The water-based lubricant segment is expected to dominate the industry over the forecast period. The significant growth of the segment can be attributed to the increase in the adoption of these products due to proven efficiency in the lubrication, which is attributed to its higher compatibility with latex condoms that are used commonly and sex toys, gel-like consistency, like that of a natural vaginal lubricant which is easy to clean 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. For instance, in April 2019, under the SKYN product portfolio-SKYN Aqua Feel, the company LifeStyles Healthcare launched a new personal lubricant that simulates natural lubrication.

Furthermore, the rising demand for preservative-free and natural products has led to the launch of new lubricants with herbal ingredients such as aloe vera. For instance, in January 2017, Toaster Labs, Inc., under its Pulse brand, launched a high-tech dispensing system for its natural water-based lubricant “H2Oh!” with chia extract. Owing to the product's gel-like consistency, which is similar to natural vaginal lubricant, and availability at a lower cost the segment is likely to show healthy growth over the forecast period.

The pandemic impacted essential manufacturers, which are supplying most of the market volume, due to supply chain issues. This is expected to decrease production rates; however, this can also drive up the prices of products in the short-term. Furthermore, the domestic manufacturers are likely to be able to fill the supply gap leading to a relatively lower impact on the market as a whole.​

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 largest share is attributed to the increasing prevalence of erectile dysfunction and vaginal dryness due to sedentary life and increased stress in the United States. Moreover, in past few years, lubricants are increasingly being used by Men Who Have Sex with Men (MSM) and also by sex workers 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.

The US witnessed the highest number of coronavirus positive cases and witnessed a significant impact on lubricant demand. However, the impact of COVID-19 is not much significant in other countries of North America, i.e., Canada and Mexico due to the comparatively fewer positive cases and functioning of end-use industries. The lubricant market in the United States is expected to witness a negative growth in 2020 as the country is completely locked down, and very few industries for essential services are functioning. End-use industries such as transportation and chemical are the most affected industries of the lubricants industry in the region

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 market of personal lubricants.

Lubricant manufacturers are focused on creating awareness regarding the management of vaginal dryness that can lead to abrasions and chafing of the skin, rising susceptibility to sexually transmitted diseases. For instance, in August 2017, a France-based consumer health company SASMAR launched a global campaign by distributing free samples of its long-lasting formulation of personal lubricants in the United Kingdom, United States, and Australia.

Furthermore, product innovation by manufacturers to meet the increasing customer demand is expected to propel the market growth. For instance, in February 2017, a sexual health and wellness company, Foria Wellness designed and marketed a cannabis-infused lubricant for females in Canada. This is likely to drive the regional market growth.

Competitive Landscape

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 February 2019, No Borders Naturals, Inc. was granted exclusive distribution rights for SYLK USA products by Toro Management LLC DBA SYLK. The company will exclusively distribute SYLK water-based moisturizing lubricant containing natural kiwi vine extracts. 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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