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Market Overview

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The U.S. sexual lubricant market was valued at USD 456 million in 2022 and is projected to reach USD 722.5 million by 2028, with a compound annual growth rate (CAGR) of 7.97%. The increasing demand for sexual lubricants in the U.S. can be attributed to several factors, including the rising demand for sex toys, a growing openness towards discussing sexuality, and a desire for unique and adventurous products and experiences.

Online retailers such as Amazon, Lovehoney, and Adam & Eve have emerged as popular distribution channels in the U.S. sexual lubricant market. These platforms offer a wide range of lubricants and provide customers with the convenience of discreet and secure delivery through e-commerce. This gives them an advantage over traditional brick-and-mortar stores like drugstores, retail chains, and grocery stores. Adult stores and specialty shops also play a significant role by offering a diverse selection of products that cater to specific niches, such as BDSM or vegan-friendly lubricants. Additionally, drugstores and mass merchandisers like Walmart and CVS stock sexual lubricants in their family planning sections. As the market expands, the distribution landscape continues to evolve and accommodate the diverse needs of consumers.

Private label brands, which are products sold under a retailer’s own label, have gained prominence in the U.S. sexual lubricant market. Retailers can offer a wider variety of products at competitive prices by introducing private label brands. This has intensified competition in the market and provided consumers with more choices. Private label brands often offer comparable quality to established brands but at lower costs, making them attractive to price-sensitive consumers. In fact, private-label brands currently hold a significant market share in the U.S., accounting for over USD 50 million in retail sales (approximately 15% of the market share). Trojan, produced by Church & Dwight, is the leading condom brand in the country. While Trojan lubricants have not yet experienced significant sales growth or widespread acceptance among U.S. customers, the strong brand awareness and loyal user base of Trojan condoms are expected to drive the growth of Trojan lubricants in the future.

The U.S. sexual lubricant market has witnessed increased demand in recent years, driven by the growing number of festivals, trade shows, and expos focused on sexual wellness. Americans are embracing a more open and proactive approach to sexual wellness, integrating it into their daily lives. Brands in the industry are actively working to dispel misconceptions around sexuality and promote the importance of sexual wellness. Moreover, there is a rising trend of brands catering specifically to women’s sexual wellness needs, creating new growth opportunities. This has led to the emergence of sexual wellness festivals, adult trade shows, and expos in recent years.

One notable upcoming event is the STIMULATE sexual wellness B2B trade show in Nashville, which will take place in early 2023. The trade show aims to connect industry suppliers, retailers, online sellers, and vendors in the sexual wellness sector. Attendees will have access to complementary retail education, and numerous brands will participate in the event to showcase their innovative products and explore new ways of engaging with the audience. Institutional investors also closely monitor such occasions for potential revenue-generating opportunities.

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Market Segmentation

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The market is segmented based on various factors, including product, gender, distribution method, and geography.

Segmentation by Product
Water-Based
Silicone-Based
Oil-Based
Hybrid

Segmentation by Gender
Male
Female

Segmentation by Distribution Channel
Offline
Online

Segmentation by Geography
South
West
Midwest
Northeast

In 2022, the U.S. sexual lubricant market was dominated by water-based products, which are highly popular among consumers and have a large customer base. These lubricants typically contain water-soluble polymers to control viscosity, as well as humectants, viscosity modifiers, moisturizers, and other components to prevent moisture loss, modify texture, and ensure long-lasting lubrication. Some water-based lubricants are even marketed as vaginal moisturizers, utilizing bio-adhesive hydrophilic polymers for extended moisturizing effects.

The market is segmented by gender, with the male segment holding over 78% of the market share in 2022. There has been an increasing demand for male-specific lubricants that aim to enhance sexual experiences and offer additional benefits like increased sensitivity, reduced friction, and improved stamina. These products are formulated with various ingredients, including natural and organic materials, to cater to the specific needs of male consumers. However, there has also been a noticeable growth in demand for female-centric products in recent years.

Offline distribution channels generated the highest revenue in the U.S. sexual lubricant market in 2022. Physical storefronts such as adult stores, pharmacies, and other retailers provide customers with the opportunity to browse different types of lubricants and receive recommendations from knowledgeable staff. The entry of condom manufacturers into the market has further boosted sales through retail stores, including sex specialty stores and supermarkets. However, the online segment is expected to pose strong competition to offline channels in the future, given the increasing internet penetration in the United States. Sexual lubricants are readily available to consumers through online OEMs’ e-commerce portals and direct-to-consumer platforms like Amazon, eBay, Best Buy, Alibaba, and JD.

The Southern U.S. holds the largest market share in the country, primarily due to its significant population base. Moreover, the substantial increase in disposable income within the region has led to a high demand for sexual lubricants. The Southern U.S. has a significant population of older adults who may require lubricants to enhance their sexual experiences due to reduced natural lubrication. Additionally, college students make up a large demographic in the region, and they may seek sexual lubricants as they explore their sexuality and engage in new experiences.

In the Midwest U.S., the sexual lubricant market is driven by changing attitudes towards sex and an increased awareness of sexual health. As consumers in this region become more comfortable discussing and exploring their sexuality, there is a greater tendency to seek products that enhance their sexual experiences. This has resulted in the proliferation of sexual wellness products, including lubricants, in many parts of the Midwest. In addition to traditional brick-and-mortar retailers, numerous online platforms now offer a wide range of sexual lubricants, making them easily accessible to consumers in this region.

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Competitive Landscape

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The U.S. sexual lubricant market exhibits a moderate level of fragmentation, with numerous vendors offering sexual lubricants that boast high functionality and innovative designs. Key players in this market include Reckitt Benckiser, BioFilm, Church & Dwight, Lifestyles, and Karex Berhad. The market offers consumers a wide range of products, including water-based, silicone-based, and oil-based lubricants. In order to succeed in this industry, vendors must differentiate themselves by providing high-quality products, unique formulations, and appealing packaging. They must also invest in marketing and advertising initiatives to enhance product awareness and establish strong brand recognition.

Competition within the market is primarily driven by factors such as quality, brand reputation, value, pricing, performance, and other consumer-oriented benefits. Vendors face pricing pressures from their retail customers as well as other distribution channels. Particularly, high-volume customers like online retailers seek pricing concessions that may impact vendor profit margins. If a vendor fails to maintain favorable trade terms, online retailers may shift their purchases to other competitive vendors, consequently reducing the sales of vendors unable to meet pricing and trade term expectations.

Key companies profiled in this report include BioFilm, Church & Dwight, Karex Berhad, LifeStyles, Reckitt Benckiser Group, CalExotics, CC Wellness, Elbow Grease, Empowered Products, Good Clean Love, Guy & O’Neill, ID Lubricants, Live Well Brands, Lovehoney Group, Mayor Laboratories, M.D. Science Lab, SASMAR PHARMACEUTICALS, Sensuous Beauty, Sliquid, Tenga, The Yes Yes Company, Topco Sales, Trigg Laboratories, XR Brands.

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Key Questions Answered

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What is the current valuation of the sexual lubricant market in the United States?

The sexual lubricant market in the United States is valued at USD 456 million as of 2022.

What is the projected growth rate of the sexual lubricant market in the United States?

The sexual lubricant market in the United States is expected to grow at a compound annual growth rate (CAGR) of 7.97% from 2022 to 2028.

Which region holds the largest market share in the sexual lubricant market in the United States?

The Southern region of the United States dominated the market share in the sexual lubricant market in 2021.

What are the notable trends observed in the sexual lubricant market in the United States?

Some significant trends in the sexual lubricant market in the United States include a shift towards female-centric sexual wellness products, an increased focus on promotional and marketing activities, the growing influence of the internet in driving purchases, a rising popularity of private-label brands, and an increase in festivals, expos, and trade shows.

Who are the major players in the sexual lubricant market in the United States?

The key players in the sexual lubricant market in the United States are BioFilm, Church & Dwight, Karex Berhad, LifeStyles, and Reckitt Benckiser Group.