(MENAFN- GlobeNewsWire - Nasdaq) SNS Insider Highlights U.S. Personal Lubricants Market Growth, Valued at USD 0.45 Billion in 2023 and Expected to Reach USD 1.01 Billion by 2032 as American Consumers Embrace Intimacy Wellness Products Across Online and Retail Channels.Austin, Aug. 25, 2025 (GLOBE NEWSWIRE) -- Personal Lubricants Market Size & Growth Analysis
According to SNS Insider, the global Personal Lubricants Market was valued at USD 1.48 billion in 2023 and is projected to reach USD 3.41 billion by 2032, growing at a CAGR of 9.66% during 2024-2032. The U.S. Personal Lubricants Market, a leading revenue contributor, stood at USD 0.45 billion in 2023 and is expected to grow to USD 1.01 billion by 2032 at a CAGR of 9.41%.
Growth is fueled by increasing awareness around sexual wellness, rising acceptance of personal lubricants as lifestyle products, the growing LGBTQ+ community, and e-commerce expansion, making products more accessible to consumers across demographics. Additionally, demand for natural, organic, and water-based lubricants is rising as consumers prioritize health-conscious options.
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Market Overview
Personal lubricants are intimate wellness products designed to reduce friction, enhance comfort, and improve intimacy experiences. Once considered taboo, lubricants are now embraced widely across age groups due to shifting cultural perspectives, sex education programs, and advocacy for sexual health.
In the U.S., growing conversations around women's health, menopause management, and sexual wellness inclusivity have encouraged broader adoption. The rise of direct-to-consumer brands and strategic collaborations with pharmacies and online retailers have also accelerated mainstream acceptance.
Segment Analysis
By Type
In 2023, the water-based segment dominated the Personal Lubricants Market with a 54.12% share, driven by its wide acceptance and user-friendly properties. Lubricants that are safe to use with latex condoms and most sex toys. They also clean up easily with water, and they are skin-friendly, which has further enhanced consumer preference. This trend towards natural, mild, and body-safe products has fueled this growth.
By Distribution Channel
E-commerce emerged as the dominant distribution channel in the Personal Lubricants Market in 2023, holding a 76.41% share. Consumers increasingly prefer online platforms due to the privacy and discretion they provide in purchasing intimate products. These subscription models and delivery/ doorstep delivery service make the purchase process less tedious, resulting in high repeat purchases. Furthermore, it has been facilitated by the increasing digital literacy and penetration of smartphones.
By End Use
The male segment led the Personal Lubricants Market in 2023, capturing 58.23% of the total share. The high share due to the increasing cases of erectile dysfunction as well as sexual performance issues in males. With over 30 million men in the USA alone experiencing EP, demand for supporting products such as lubricants is high. Also, men are much more inclined to utilize lubricants for different sexual comfort and satisfaction, especially in the event of dryness or friction.
Regional Trends
North America Leads the Personal Lubricants Market with Strong Awareness and Innovation, While Asia Pacific Emerges as the Fastest-Growing Region
North America dominated the Personal Lubricants Market with a 44.10 % market share in 2023. This dominant position stems from multiple synergistic factors. Firstly, considerable consumer awareness about sexual health and wellness, coupled with a forward-looking approach to intimacy products, has created a robust and overt market atmosphere. As stigma diminishes, consumers are educated and empowered in hunting down resolutions regarding ailments like vaginal dryness or erectile dysfunction. Then, a mature sexual wellness industry with brands that have been in business for decades and new product formulations, delivery systems, and branding continually released, solidifies the market.
Asia Pacific is the fastest-growing region in the Personal Lubricants Market, recording a remarkable 10.26 % CAGR throughout the forecast period. Multiple cultural, demographic, and infrastructural changes are driving this rapid expansion. Changes in cultural attitudes around intimacy, willingness among urban folks to talk about sexual wellbeing, and the need for comfort and health in that area are on the rise. The third major driver is increased awareness bolstered by health education, social media influence, and more accessible marketing campaigns focused on intimate wellness.
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Key Personal Lubricants Companies Profiled in the Report
Reckitt Benckiser Group plc (Durex Play Feel, Durex Naturals) Church & Dwight Co., Inc. (Astroglide Liquid, Astroglide X Silicone) Johnson & Johnson (K-Y Jelly, K-Y UltraGel) Lovehoney Group Ltd. (Lovehoney Enjoy, Lovehoney Discover) BioFilm Inc. (Aqua Lube, Wet Original Gel) Trigg Laboratories, Inc. (Wet Platinum, Wet Flavored Gel Lubricant) Sliquid, LLC (Sliquid H2O, Sliquid Organics Gel) Uberlube, LLC (Uberlube Silicone Lubricant, Uberlube Good-to-Go) Lifestyles Healthcare Pte Ltd. (SKYN Natural Feel, SKYN Aqua) Doc Johnson Enterprises (Doc Johnson Mood Lube, Doc Johnson Anal Lube) The Yes Yes Company Ltd. (YES WB, YES OB) Sustain Natural (a Grove Collaborative brand) (Sustain Natural Lubricant, Sustain Aloe-Based Lube) Good Clean Love, Inc. (Almost Naked, BioNude) Exsens USA (Exsens Coconut Water, Exsens Warming Lubricant) Fleur de Femme (Organic Aloe Vera Lube, Water-Based Lubricant) PJUR Group Luxembourg S.A. (PJUR Original, PJUR Woman Nude) Intimate Earth (Defense Protection Glide, Soothe Anal Anti-Bacterial Glide) Shibari Lubricants (Shibari Personal Lubricant, Shibari Intimate Lubricant Gel) Aloe Cadabra (Lavender Vanilla, Natural Aloe) Elbow Grease (B. Cumming Company, Inc.) (Elbow Grease Original Cream, Elbow Grease H2O)
Recent Developments in the Personal Lubricants Market
Leading U.S. e-commerce retailers have launched private-label lubricants to tap into growing demand. Premium lubricant brands are incorporating CBD-infused formulations for enhanced relaxation and intimacy. Partnerships between pharmaceutical companies and sexual wellness startups are increasing product innovation. The FDA has expanded approvals for personal lubricants classified as Class II medical devices.
Statistical Insights & Trends
42% of U.S. consumers aged 25–44 reported using personal lubricants regularly in 2023. E-commerce sales of lubricants grew 18% YoY in 2023, with subscription models rising. Demand for organic lubricants increased by 29% between 2020–2023. By 2032, Asia-Pacific sales are expected to double, accounting for nearly 25% of global revenue.
Personal Lubricants Market Segmentation
By Type
Water-based Silicone-based Oil-based
By Distribution Channel
E-commerce Drug Stores Others
By End Use
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Personal Lubricants Market Report Scope
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