Why personal lubricants are the key to growth in a slowing intimate toy market

As the intimate wellness industry evolves, businesses are noticing a surprising trend: the market for personal lubricants is thriving, even as sales of intimate toys begin to slow down. For brands and retailers looking for sustainable growth, shifting focus to personal lubricants is proving to be a smart strategy. With a loyal, returning customer base and increasing consumer awareness of sexual health, lubricants offer a reliable avenue for long-term success. In this post, we’ll explore why personal lubricants are emerging as a major player in the intimate wellness space and how brands can capitalize on this opportunity.

The shift in the intimate wellness market

In recent years, the personal lubricants market has grown steadily. In fact, the global market for personal lubricants was valued at $1.1 billion in 2021, with projections showing growth at a CAGR of 8.1% from 2022 to 2030 (Grand View Research, 2022). This trend stands in stark contrast to the flattening sales seen in the intimate toys market, which has become more saturated and competitive.

There are a few key reasons for this divergence:

  1. Frequent repurchase rates: Unlike intimate toys, which are generally a one-time purchase, personal lubricants are consumable products, meaning customers return to buy more. Studies show that users of personal lubricants purchase new products on average every 3-6 months, contributing to higher customer retention (Statista, 2021).

  2. Broad demographic appeal: While intimate toys target a large audience, lubricants appeal to a much broader demographic. Lubricants are often marketed not only as a product for sexual pleasure but also as essential for sexual health and comfort, making them attractive to consumers across different age groups and genders. Additionally, the rise of post-menopausal and menopause-related health awareness has led to a significant increase in lubricant use among older consumers, further expanding the market.

  3. Health-conscious consumers: Today’s consumers are increasingly aware of the importance of vaginal and sexual health. Many see lubricants as essential for improving comfort, reducing irritation, and enhancing the overall sexual experience. The increased focus on wellness has translated into more frequent use, especially among consumers seeking products with natural ingredients, which are perceived to be healthier.


Capitalizing on returning consumers for steady growth

One of the most valuable aspects of the personal lubricant market is its ability to cultivate returning consumers. Unlike intimate toys, which have a longer product lifecycle, lubricants are used more regularly, creating an opportunity for brands to build loyalty and maintain consistent sales.

  • Repurchasing behavior: A significant percentage of lubricant users are returning customers. Lubricant use tends to increase over time, especially for consumers with specific needs related to sexual health, such as menopausal women or individuals dealing with sexual discomfort. This consistent repurchase behavior offers brands the chance to focus on customer retention strategies like subscription models, which can lock in recurring revenue streams.


A replacement strategy for intimate toy sales decline

For businesses that have relied heavily on intimate toys as a primary revenue stream, the decline in sales may seem alarming. However, pivoting to personal lubricants offers an opportunity to offset those losses. Lubricants are not only a staple in the intimate wellness industry but also a product with longevity in the market.

  • Product innovation: Brands can further drive growth by focusing on innovation in lubricant formulations. For example, demand for CBD-infused lubricants, eco-friendly packaging, and products catering to specific conditions such as vaginal dryness are gaining traction. Introducing new product lines can generate excitement among existing customers and attract new demographics.

  • Cross-selling potential: By positioning lubricants as a complementary product to toys, brands can cross-sell these items effectively. This strategy helps maximize the lifetime value of each customer while providing a full spectrum of intimate wellness solutions.


The bottom line: Personal lubricants as a smart growth strategy

As the intimate toy market faces slower growth, personal lubricants are emerging as a critical alternative for brands looking to maintain their momentum. By focusing on the consumable nature of lubricants, tapping into health-conscious consumer trends, and capitalizing on product innovation, companies can secure a more stable and profitable future.

Key takeaways:

  • Personal lubricants generate repeat purchases every 3-6 months, ensuring a loyal customer base.
  • Lubricants appeal to a wider demographic than intimate toys, including older adults seeking sexual health solutions.
  • The personal lubricant market is projected to grow at a rate of 8.1% CAGR through 2030, driven by rising consumer awareness and demand for natural, health-conscious products.
  • Brands should focus on product innovation, cross-selling opportunities, and consumer loyalty to maximize growth.

For businesses seeking long-term growth in the intimate wellness sector, personal lubricants offer a robust and reliable strategy for sustained success.

 

References
Grand View Research. (2022). Personal Lubricant Market Size, Share & Trends Analysis Report.
Statista. (2021). Frequency of Purchasing Personal Lubricants in the U.S.