Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Becoming multidimensional
- A growing market
- Higher SPF limits
- Focus on protection
- The retail picture
- Leading companies and brands
- Holding on to youthful skin and becoming more aware
- Other ways to apply and prevent
- Brand appeal
- Getting people to listen
- What they think
Insights and Opportunities
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- 100+ is the new 30
- What about my Vitamin D?
- Going au naturel
- Ethnicity
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- Figure 1: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by race and Hispanic origin, February 2009-March 2010
- Figure 2: Population, by race and Hispanic origin, 2005-15
- Multi-faceted benefits
- Outside and in
- It’s all in the delivery (system)
- Partnering—the whole package
Inspire Insights
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- Trend: Fauxthenticity
- Gym, Tan, Dance
Market Size and Forecast
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- Key points
- Many want to protect
- Luxury market giving a boost to sun protection
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- Figure 3: Total U.S. FDMx sales and forecast of sun protection and sunless tanners at current prices, 2005-15
- Figure 4: Total U.S. FDMx sales and forecast of sun protection and sunless tanners at inflation adjusted prices, 2005-15
- Walmart sales
Market Drivers
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- Older women don’t buy suntan/sunscreen
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- Figure 5: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by gender, February 2009-March 2010
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- Figure 6: U.S. female population, by age, 2005-15
- Figure 7: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by age, February 2009-March 2010
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- Figure 8: U.S. male population, by age, 2005-15
- The fear factor and education
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- Figure 9: Lifetime UV exposure in the U.S.
- Ban the tan
Competitive Context
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- Products outside the category stealing sales
- New labeling and regulations
- Just eat a tomato (or take a pill) instead
- Protecting against the sun but causing other cancers
Segment Performance
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- Key points
- More protection is more important
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- Figure 10: U.S. FDMx sales and forecast of sun protection and sunless tanners at current prices, by segment, 2005-15
- Figure 11: U.S. FDMx sales of sun protection and sunless tanners, by segment, 2009 and 2010
Segment Performance—Sunscreen/Sunblock
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- Key points
- A focus on specialized protection
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- Figure 12: U.S. sales and forecast of sunscreen/sunblock, 2005-15
Segment Performance—Sunless Tanners
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- Key points
- New and improved
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- Figure 13: U.S. sales and forecast of sunless tanners, 2005-15
Segment Performance—Tanning Lotion/Oil
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- Key points
- A safe tan
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- Figure 14: U.S. sales and forecast of tanning lotion/oil, 2005-15
Segment Performance—Insect Repellent plus Sunscreen
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- Key points
- Up and down
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- Figure 15: U.S. sales and forecast of insect repellent plus sunscreen, 2005-15
Segment Performance—Other Products
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- Key points
- No more need for after sun
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- Figure 16: U.S. sales of other suncare products, 2005-15
Retail Channels
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- Key points
- Share in drug stores edging up
- Bye-bye BOGOs
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- Figure 17: FDMx sales of sun protection and sunless tanners, by retail channel, 2009 and 2010
Retail Channels—Drug Stores
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- Key points
- A boost in 2010
- Partnering
- Private label
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- Figure 18: U.S. sales of sun protection and sunless tanners at drug stores, 2005-10
Retail Channels—Other FDMx
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- Key points
- Riding on the coat-tails of other personal care products
- A notch above one dollar
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- Figure 19: U.S. sales of sun protection and sunless tanners at other FDMx outlets, 2005-10
Leading Companies
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- Key points
- Spotlight on the big three
- Private label
- Campaigns and partnerships
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- Figure 20: FDMx sales of leading sun protection and sunless tanner companies, 2009 and 2010
Selected Brand Analysis—Sunscreen/Sunblock
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- Key points
- Schering-Plough—Sport, sunglasses, and a celebrity
- Playtex Products—Ultra defense and an infusion of vitamins
- Johnson & Johnson—The Road to Healthy Skin
- Others to watch
- La Roche-Posay’s Anthelios
- Mission Skincare
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- Figure 21: Selected FDMx brand sales of sunscreen/sunblock in the U.S., 2009 and 2010
Selected Brand Analysis—Self-tanners/Sunless Tanners
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- Key points
- L’Oréal the only winner
- The other brands
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- Figure 22: Selected FDMx brand sales of self-tanners/sunless tanners in the U.S., 2009 and 2010
Selected Brand Analysis—Tanning Lotion/Oil
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- Key points
- Koala gets the sales
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- Figure 23: Selected FDMx brand sales of tanning lotion/oil in the U.S., 2009 and 2010
Selected Brand Analysis—Insect Repellent plus Sunscreen
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- Key points
- Move over Bullfrog
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- Figure 24: Selected FDMx brand sales of insect repellent plus sunscreen in the U.S., 2009 and 2010
Selected Brand Analysis—Other Products
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- Key points
- After sun is afterthought
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- Figure 25: Selected FDMx brand sales of other suncare products in the U.S., 2009 and 2010
Brand Qualities
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- Sun protection
- Natural Lavera
- Mission Skincare
- Banana Boat—Playtex Products Inc. (Energizer Holdings Inc.)
- Hawaiian Tropic—Playtex Products Inc. (Energizer Holdings Inc.)
- Coppertone—Schering-Plough
- Neutrogena—Johnson & Johnson
- Aveeno—Johnson & Johnson
- Sunscreen/Insect repellent
- Sunless tanners
- Noah’s Naturals
- L’Oréal USA
- Neutrogena Corp. (Johnson & Johnson)
- Banana Boat—Playtex Products Inc. (Energizer Holdings Inc.)
- Hawaiian Tropic—Playtex Products Inc. (Energizer Holdings Inc.)
Innovators and Innovations
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- No more stings
- High tech help
- The iPhone to the rescue
- More natural, earth friendly, and green
- Topical antioxidants
- For the active
- Multiple benefits
- Just for the face
- Specialty/celebrity
- Self-tanners
- After sun
Marketing Strategies
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- General campaigns
- Brand campaigns
- Partnering with retailers
- Look like a model
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- Figure 26: Jergens Natural Glow, television ad, 2010
- Banana Boat has you covered
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- Figure 27: Banana Boat, television ad, 2010
- Catch a wave
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- Figure 28: Coppertone Sport, television ad, 2010
- A day at the lake
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- Figure 29: Aveeno, television ad, 2010
- Protection from the blazing sun
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- Figure 30: Neutrogena Spectrum Sunblock, television ad, 2010
- Staying active and protected
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- Figure 31: Neutrogena Ultimate Sport, television ad, 2010
- Sweet fun in the sun
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- Figure 32: Coppertone Sunblock, television ad, 2010
Tanning Habits and Product Usage
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- Key points
- Women avoid the sun
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- Figure 33: Occasions to suntan, by gender, July 2010
- Older and avoiding tanning
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- Figure 34: Occasions to suntan, by age, July 2010
- Affluent and buying sunscreen
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- Figure 35: Occasions to suntan, by HH income, July 2010
- Sunscreen is for women…
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- Figure 36: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by gender, February 2009-March 2010
- Usage peaks in mid-30s and 40s
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- Figure 37: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by age, February 2009-March 2010
- More money = more purchases
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- Figure 38: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by HH income, February 2009-March 2010
Types of Product Used and Protection Levels
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- Key points
- SPF 30 is a key number
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- Figure 39: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by gender, February 2009-March 2010
- SPF increases with age
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- Figure 40: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by age, February 2009-March 2010
- SPF levels of 25-45 most popular
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- Figure 41: SPF level used, by gender, July 2010
- Women want a lot from their sunscreen
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- Figure 42: Preferred suncare product ingredients and qualities, by gender, July 2010
- Older and wanting no scents
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- Figure 43: Preferred suncare product ingredients and qualities, by age, July 2010
Self-tanning Products
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- Key points
- Purchase behaviors
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- Figure 44: Purchase behaviors for sunless/self tanning products, by gender, July 2010
- Aged 18-44 and looking for advice
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- Figure 45: Purchase behaviors for sunless/self tanning products, by age, July 2010
- For health and efficiency
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- Figure 46: Reasons for using self tanning products, by gender, July 2010
- Reasons for non-use
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- Figure 47: Reasons for not using self tanning products, by gender, July 2010
Usage Compared to Last Year
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- Key points
- More than last year
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- Figure 48: Usage of suncare products more than last year, by gender, July 2010
- Younger and using more
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- Figure 49: Usage of suncare products more than last year, by age July 2010
- Most do not use bronzers, sunless tanners
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- Figure 50: Do not use suncare products, by age, July 2010
Brands Purchased
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- Key points
- For the face
- Beauty versus sweat
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- Figure 51: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the face, by gender, February 2009-March 2010
- Young support top brands for the face
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- Figure 52: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the face, by age, February 2009-March 2010
- For the body
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- Figure 53: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the body, by gender, February 2009-March 2010
- Age matters
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- Figure 54: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the body, by age, February 2009-March 2010
Lifestyle and Product Choice Cross Tabulation
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- Key points
- Health and tans
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- Figure 55: Attitudes towards health, crosstab, February 2009-March 2010
- Fashion and tans
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- Figure 56: Attitudes towards fashion, crosstab, February 2009-March 2010
The Impact of Race and Hispanic Origin
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- Key points
- Usage
- Tanning behaviors
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- Figure 57: Occasions to suntan, by race and Hispanic origin, July 2010
- Overall usage
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- Figure 58: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by race and Hispanic origin, February 2009-March 2010
- Type of product used
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- Figure 59: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by race/Hispanic origin, February 2009-March 2010
- Blacks don’t use a variety of products
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- Figure 60: Do not use product, by race and Hispanic origin, July 2010
- Reasons for non-use of sunless tanners
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- Figure 61: Reasons for not using self tanning products, by race and Hispanic origin, July 2010
- Brands for the face
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- Figure 62: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the face, by race/Hispanic origin, February 2009-March 2010
Teens
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- Key points
- Usage
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- Figure 63: Teen use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by gender and age, February 2009-March 2010
- Types used
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- Figure 64: Types of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used by teens, by gender and age, February 2009-March 2010
- Brands
- For the face
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- Figure 65: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the face by teens, by gender and age, February 2009-March 2010
- For the body
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- Figure 66: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the body by teens, by gender and age, February 2009-March 2010
Cluster Analysis
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- Grabbers
- Demographics
- Characteristics
- Opportunity
- Minimalists
- Demographics
- Characteristics
- Opportunity
- Tanners
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 67: Suncare products clusters, July 2010
- Figure 68: Occasions to suntan, by suncare products clusters, July 2010
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- Figure 69: Using the same amount as last year, by suncare products clusters, July 2010
- Figure 70: SPF level used, by suncare products clusters, July 2010
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- Figure 71: Preferred suncare product ingredients and qualities, by suncare products clusters, July 2010
- Cluster demographics
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- Figure 72: Suncare products clusters, by gender, July 2010
- Figure 73: Suncare products clusters, by age group, July 2010
- Figure 74: Suncare products clusters, by HH income, July 2010
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- Figure 75: Suncare products clusters, by race, July 2010
- Figure 76: Suncare products clusters, by Hispanic origin, July 2010
- Cluster methodology
Custom Consumer Tables
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- Key points
- Usage
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- Figure 77: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by marital status and presence of children in the HH, February 2009-March 2010
- Children mean more tanning opportunities
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- Figure 78: Occasions to suntan, by gender and presence of children in the HH, July 2010
- More products for households with children
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- Figure 79: Usage more than last year, by gender and presence of children in HH, July 2010
- Usage and living place
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- Figure 80: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by geographic Mosaic, February 2009-March 2010
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- Figure 81: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by geographic Mosaic (continued), February 2009-March 2010
- Reasons for use of self tanning products
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- Figure 82: Reasons for using self tanning products, by gender and presence of children in HH, July 2010
SymphonyIRI/Builders Panel Data
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- Suntan lotion and oil—U.S.
- Consumer insights on key purchase measures—suntan lotion and oil
- Brand map
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- Figure 83: Brand map, selected brands of suntan lotion and oil buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of suntan lotion and oil, by household penetration, 2009*
Appendix: SymphonyIRI Group/Builders Panel Data Definitions
Appendix: Trade Associations
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