The global vaginal moisturizers and lubricants market was valued at USD 2.33 billion in 2023. The global market size is expected to grow at a CAGR of 8.2% from 2024 to 2032 and be worth USD 4.73 billion by 2032 from USD 2.52 billion in 2024.
The global vaginal moisturizers and lubricants market is expected to experience significant growth, owing to the increased awareness of women about sexual health. 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. 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 their body produces natural lubrication. Vaginal dryness usually affects people who use hormonal contraceptives, smoke cigarettes, breastfeed, are premenopausal or menopausal, and are receiving chemotherapy. 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 many 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.
The increase in promotion and marketing activities, the growing influence of the internet on the purchasing behavior of end-users, and the increased acceptance of women are likely to contribute to the growth of the vaginal moisturizers and lubricants market during the forecast 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.
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.
However, a large number of women with vaginal dryness do not seek medical care which slows the growth of the target market.
REPORT METRIC |
DETAILS |
Market Size Available |
2023 to 2032 |
Base Year |
2023 |
Forecast Period |
2024 to 2032 |
CAGR |
8.2% |
Segments Covered |
By Type, End-user, and Region |
Various Analyses Covered |
Global, Regional & Country Level Analysis, Segment-Level Analysis, DROC, PESTLE Analysis, Porter’s Five Forces Analysis, Competitive Landscape, Analyst Overview on Investment Opportunities |
Regions Covered |
North America, Europe, Asia Pacific, Latin America, Middle East and Africa |
Market Leaders Profiled |
Church & Dwight, Bayer AG, GlaxoSmithKline plc, Combe Incorporated, Reckitt Benckiser Group plc, Damiva, KESSEL meantime GmbH, Searchlight Pharma and Yes Yes Company Ltd. |
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.
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.
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 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 moisturizer and lubricants market in the future due to economic development and population growth, and increasing disposable income.
Companies such as Church & Dwight, Bayer AG, GlaxoSmithKline plc, Combe Incorporated, Reckitt Benckiser Group plc, Damiva, KESSEL meantime GmbH, Searchlight Pharma and The Yes Yes Company Ltd are playing a dominating role in the global vaginal moisturizers and lubricants market.
By Type
By End-user
By Region
Frequently Asked Questions
The COVID-19 pandemic initially caused disruptions in the supply chain but later led to increased demand as people spent more time at home.
The global vaginal moisturizers and lubricants market is expected to grow at a CAGR of 8.2% from 2023 to 2028.
Factors such as the growing aging population, changing lifestyles, and increasing awareness of sexual health are driving market growth.
Regulatory issues, lack of awareness, and potential side effects are some of the challenges facing this market.
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