Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A growing—but less glowing—suncare market
- Women most likely to use self-tanners, but the segment is in decline
- New regulations and outside products may challenge some companies
- Overall growth expected into 2016
- Drug channels outsell other FDMx stores based on reputation and selection
- Market driven by skin cancer fears and women
- Leveraging fears to help drive sales
- Women are most attuned to reducing sun exposure
- The importance of men should not be underestimated
- Narrow margins between the top three FDMx companies
- Innovations and innovators
- Self-tanners go for authenticity
- Applications get inventive
- Brands and their marketing strategies
- Product usage
- Attitudes toward sunscreen
- How users shop for skincare
- Usage frequency
- Attitudes toward sunless/self-tanning products
- Reasons for not using sunless/self-tanners
- Teens
Insights and Opportunities
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- Partnering with outside products
- Suncare apps help keep users informed and protected
- FDA approves MelaFind
- New delivery systems may expand product use
Inspire Insights
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- Trend: A Simple Balance for Health
- Trend: Agelessness
Market Size and Forecast
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- Key points
- FDMx market grows as consumers avoid skin cancer and premature aging
- Women will drive the market in the coming years
- Avoiding outside competition and dealing with new guidelines
- Sun protection and sunless tanners market size and forecast
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- Figure 1: FDMx sales and forecast of sun protection and sunless tanners, at current prices, 2006-16
- Figure 2: FDMx sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2006-16
Market Drivers
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- Most sales driven by fear of cancer and premature skin aging
- But sunscreen reapplication is falling short
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- Figure 3: Lifetime UV exposure in the U.S.
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- Figure 4: Sunscreen usage and habits by gender, July 2011
- Women use sunscreen/after-sun/sunless tanners more than men
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- Figure 5: Use of suncare products, by gender, February 2010-March 2011
- Figure 6: Female population, by age, 2006-16
- Bringing more men to the market
- Usage highest among 35-44s, but group population growth is slow
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- Figure 7: Use of suncare products, by age, February 2010-March 2011
- Figure 8: Population, by age, 2006-16
- Use rises with household income, but most households earn less than $50K
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- Figure 9: Use of suncare products, by household income, February 2010-March 2011
- Figure 10: Household income distribution, 2010
Competitive Context
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- Personal care products with SPF and/or color threaten suncare sales
- New FDA guidelines to alter packaging and labeling
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- Figure 11: Coppertone Sport television ad, 2011
- Foundation “primers” establish a place in the SPF arena
Segment Performance
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- Key points
- Sunscreen remains the leading segment
- Sunless tanners decline as tanning oils grow
- Sales of sun protection and sunless tanners by segment
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- Figure 12: FDMx sales of selected sun protection and sunless tanner products at current prices, by segment, 2006-16
Segment Performance—Sunscreen/Sunblock
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- Key points
- Sunscreen ramps up the SPF and product claims
- Sales and forecast of sunscreen/sunblock
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- Figure 13: FDMx sales of sunscreen/sunblock, 2006-16
Segment Performance—Sunless Tanners
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- Key points
- Sunless tanners beset by color, staining, and application issues
- Sales and forecast of sunless tanners
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- Figure 14: FDMx sales of sunless tanners, 2006-16
Segment Performance—Tanning Lotion/Oil
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- Key points
- Tanning oils increase FDMx sales, brands incorporate SPF and other extras
- Sales and forecast of tanning lotion/oils
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- Figure 15: FDMx sales of tanning lotion/oils, 2006-16
Retail Channels
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- Key points
- Drug channels maintain top FDMx spot, grow sales
- Other FDMx channels also increase sales
- Channel sales
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- Figure 16: U.S. sales of sun protection and sunless tanner products, by channel, at current prices, 2010 and 2011
Retail Channels—Drug Stores
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- Key points
- Drug stores often have the most comprehensive selection and expertise
- Drug store sales of sun protection and sunless tanners
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- Figure 17: FDMx sales of sun protection and sunless tanners at drug stores, 2006-11
Retail Channels—Other FDMx
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- Key points
- Other FDMx stores grow at the same pace as drug channels
- Mass should benefit from sluggish economy
- Other FDMx sales of sun protection and sunless tanners
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- Figure 18: FDMx sales of sun protection and sunless tanners at other FDMx stores, at current prices, 2006-11
Leading Companies
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- Key points
- An FDMx market dominated by three competitive companies
- Private label outpaces national brands
- Leading companies
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- Figure 19: Leading FDMx sun protection and sunless tanner companies, 2010-11
Selected Brand Analysis—Sunscreen/Sunblock
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- Key points
- Playtex grows sales with Banana Boat and Hawaiian Tropic…
- …while Merck improves with Coppertone…
- …but J&J increases sales most with Neutrogena
- Kids’ brands provide sales boost
- Leading sunscreen/sunblock brands
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- Figure 20: Leading FDMx sunscreen/sunblock brands, 2010-11
Selected Brand Analysis—Sunless Tanners
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- Key points
- L'Oréal increases FDMx sales…
- …and J&J slips as its Neutrogena brand declines
- Leading sunless-tanner brands
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- Figure 21: Leading FDMx sunless-tanner brands, 2010-11
Selected Brand Analysis—Tanning Lotion/Oil
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- Key points
- Hawaiian Tropic slows momentum for Playtex
- European Tanning grows sales on the heels of Playtex losses
- Leading tanning lotion/oil brands
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- Figure 22: Leading FDMx tanning lotion/oil brands, 2010-11
Innovations and Innovators
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- Self-tanners
- Nature's Gate:Sunless Tanner Self-Tanning Lotion
- Hard Candy:Glow All the Way Instant Bronze & Gradual Self-tanner
- Neova DNA Damage Control:Silc Sheer SPF 45 Photo Finish Tint
- Innovative applications
- So Bronze: Instant Body Bronzing Mist Airbrush Self-Tanner
- Temptu AIR Pod: Face Tan
- glõminerals: Protecting Powder Sunscreen SPF 30
- Anti-aging
- Avon Anew Solar Advance:Sunscreen Body Mist SPF 28
- Yves Rocher Protectyl After Sun:Anti-Wrinkle Sun Care
- Yves Rocher Self-Tanner: Self-Tanning Face Lift Care
- For the kids
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- Figure 23: Neutrogena Wet Skin Kids television ad, 2011
- Ocean Potion Suncare: Kidsport SPF 50+
- Solar Sense Zany Zinc: Colored Sunscreen SPF 50
Marketing Strategies
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- Overview
- Merck & Co.: Coppertone
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- Figure 24: Brand analysis of Coppertone, 2011
- Figure 25: Coppertone Sport television ad, 2011
- Coppertone web strategies
- Johnson & Johnson: Neutrogena and Aveeno
- Neutrogena
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- Figure 26: Brand analysis of Neutrogena, 2011
- Figure 27: Neutrogena television ad, 2011
- Aveeno
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- Figure 28: Brand analysis of Aveeno, 2011
- Figure 29: Aveeno Hydrosport television ad, 2011
- Neutrogena online initiatives
- Aveeno web strategies
Product Usage
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- Key points
- Nearly two thirds of respondents use suncare
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- Figure 30: Suncare products used, July 2011
- Women most likely to use suncare, sunscreen, self-tanners
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- Figure 31: Suncare products used, by gender, July 2011
- 18-44 most likely to use sunscreen, suncare, self-tanners
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- Figure 32: Suncare products used, by age, July 2011
- Usage increases with household income
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- Figure 33: Suncare products used, by household income, July 2011
Attitudes toward Sunscreen
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- Key points
- Eight in 10 use sunscreen to avoid burning and skin cancer
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- Figure 34: Sunscreen usage and habits by gender, July 2011
- 18-34 appear most likely to risk sunburn
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- Figure 35: Sunscreen usage and habits by age, July 2011
How Users Shop for Suncare
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- Key points
- Waterproof formula is important to more than half
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- Figure 36: Suncare product purchasing attributes, by gender, July 2011
- 18-24 seeking affordability; seniors buying higher SPF
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- Figure 37: Suncare product purchasing attributes, by age, July 2011
Brands Used
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- Key points
- Banana Boat used most
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- Figure 38: Suncare product brands used for the face and/or body, by gender, February 2010-March 2011
- Use of Coppertone, Neutrogena increases with household income
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- Figure 39: Suncare product brands used for the face and/or body, by household income, February 2010-March 2011
Usage Frequency
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- Key points
- Most use one bottle/tube of suncare per year for face and body
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- Figure 40: Usage frequency of suncare product brands used for the face and body, by gender, February 2010-March 2011
- 18-24 most likely to use multiple bottles/tubes of suncare per year
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- Figure 41: Usage frequency of suncare product brands used for the face and body, by age, February 2010-March 2011
Attitudes toward Sunless/Self-tanning Products
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- Key points
- Most use self-tanners for a quick tan
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- Figure 42: Reasons for sunless/self-tanner use, by gender, July 2011
- 18-24 least likely to use self-tanners for a quick tan
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- Figure 43: Reasons for sunless/self-tanner use, by age, July 2011
- Three quarters take recommendations from others about sunless tanners
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- Figure 44: Opinions about sunless/self-tanning products, by age, July 2011
Reasons for Not Using Self-tanners
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- Key points
- Many feel that self-tanning color appears too fake
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- Figure 45: Reasons for not using sunless tanners by gender, July 2011
- Seniors are poor candidates for sunless tanners
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- Figure 46: Reasons for not using sunless tanners, by age, July 2011
- Highest household income most likely to feel sunless tanners look too fake
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- Figure 47: Reasons for not using sunless tanners by household income, July 2011
Impact of Race/Hispanic Origin
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- Key points
- White respondents most likely to use suncare
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- Figure 48: Use of suncare products, by race/Hispanic origin, February 2010-March 2011
- Black respondents least likely to use sunscreen, suncare, sunless tanners
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- Figure 49: Suncare products used by race/Hispanic origin, July 2011
- White respondents most likely to use sunscreen to avoid burning/skin cancer
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- Figure 50: Sunscreen usage and habits, by race/Hispanic origin, July 2011
- White respondents most likely to view self-tanner color as too fake
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- Figure 51: Reasons for not using sunless tanners by race/Hispanic origin, July 2011
Teens
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- Key points
- Nearly half of teens use suncare; teen girls report much more usage
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- Figure 52: Use of suncare products among teens, by gender, February 2010-March 2011
- Younger teens most likely to use suncare
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- Figure 53: Use of suncare products among teens, by age, February 2010-March 2011
- Banana Boat is used most by teens
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- Figure 54: Suncare product brands used for the face and/or body among teens, by gender, February 2010-March 2011
Custom Consumer Groups
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- Key points
- Households with children more likely to use sun protection
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- Figure 55: Suncare products used, by presence of children in household, July 2011
- Presence of children more apt to look for waterproof, higher SPF formulas
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- Figure 56: Suncare product purchasing attributes, by presence of children in household, July 2011
IRI/Builders Panel Data
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- Suntan lotion and oil
- Key purchase measures
- Brand map
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- Figure 57: Brand map, selected brands of suntan lotion and oil buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 58: Key purchase measures for the top brands of suntan lotion and oil, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Attitudes toward sunless/self-tanning products
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- Figure 59: Reasons for sunless/self-tanner use, by household income, July 2011
- Impact of race/Hispanic origin
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- Figure 60: Suncare product purchasing attributes, by race/Hispanic origin, July 2011
Appendix—Trade Associations
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