Table of Contents
Executive Summary
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- Impact of COVID-19 on suncare
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- Figure 1: Short, medium and long-term impact of COVID-19 on suncare, November 2020
- The market
- COVID-19 accelerated a value decline in suncare
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- Figure 2: Retail value sales forecast for mass-market suncare products, 2015-25
- Online retailers expand their share in 2020
- Companies and brands
- Distribution impacts repeat purchase of small suncare brands
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- Figure 3: Retail value sales of mass-market sun protection and aftersun products, by brand, year ending September 2020
- Self-tan brands communicate self-care to drive engagement in 2020
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- Figure 4: Retail value sales of mass-market self-tan products, by brand, year ending September 2020
- Renovate existing products to drive newness
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- Figure 5: New product development in the sun protection, aftersun and self-tan category, by sub-category, January 2017-October 2020
- The consumer
- Relatable communication can be used to educate consumers
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- Figure 6: Sun protection and aftersun products used in the last 12 months, September 2020
- Explore cross-category innovation to boost self-tan usage
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- Figure 7: Sunless tanning products and services used in the last 12 months, September 2020
- Beauty positioning can drive engagement in suncare
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- Figure 8: Frequency of sun protection, aftersun and sunless tanning product usage, September 2020
- Conscious consumerism is a lower driver in suncare
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- Figure 9: Purchase drivers for sun protection, aftersun and sunless tanning products, September 2020
- Men can be targeted in-store
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- Figure 10: Reasons for using sun protection in the last 12 months, by gender, September 2020
- Expand protective claims to encourage repeat purchase
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- Figure 11: Reasons for not using sun protection in the last 12 months, September 2020
- Innovate for a more diverse consumer base
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- Figure 12: Interest in sun protection innovations, September 2020
- Own-label is a hard sell in the self-tan category
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- Figure 13: Sunless tanning behaviours, September 2020
Issues and Insights
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- COVID-19 will expand the definition of protection
- Future-proof with renewed value propositions
- Learn from beauty brands to boost engagement
The Market – Key Takeaways
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- Value sales are impacted by COVID-19
- Price-sensitivity will encourage trading down behaviours
- Opportunities to engage new consumers
Market Size and Forecast
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- The impact of COVID-19 on suncare
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- Figure 14: Short, medium and long-term impact of COVID-19 on suncare, November 2020
- Mass-market innovation could boost growth
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- Figure 15: Retail value sales of mass-market suncare products, 2015-25
- Reduce suncare’s reliance on travel and the weather
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- Figure 16: Retail value sales forecast for mass-market suncare products, 2015-25
- Suncare was resilient during the last recession
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- Figure 17: Retail value sales of mass-market suncare products, 2007-17
- UK’s exit from the EU will impact consumer confidence
- Market drivers and assumptions
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- Figure 18: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 4 December 2020)
- Forecast methodology
Market Segmentation
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- Value fluctuation will encourage brand expansion
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- Figure 19: Retail value sales of mass-market suncare products, by segment, 2018-20
Channels to Market
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- Convenience drives choice of retailer in 2020
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- Figure 20: Retail value share of consumer expenditure on mass-market suncare products, 2018-20
Market Drivers
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- New tactics are needed to engage over-55s
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- Figure 21: Projected trends in the age structure of the UK population, 2018-28
- Financial confidence takes a hit in 2020
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- Figure 22: Mintel’s financial confidence index, January 2015-October 2020
- Brexit impacted holidaying in 2019
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- Figure 23: Holiday destinations visited in the last 12 months, November 2019
- UK’s exit from the EU will have a smaller impact on suncare than the pandemic
- Warm temperatures buoyed demand in 2020
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- Figure 24: UK mean temperatures in °C, January 2018-September 2020
- Sunshine hours buoyed demand in the spring
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- Figure 25: UK total sunshine hours, January 2018-September 2020
- Leisure shifts impact usage occasions in BPC
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- Figure 26: Leisure expectations post-COVID-19, August 2020
- Packaging and formulas are of equal importance in green BPC
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- Figure 27: Important factors for an eco-friendly BPC brand or product, November 2019
- Young consumers drive shift towards natural
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- Figure 28: Types of sun protection products typically purchased, by age, April 2020
- Ageing concerns present opportunities
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- Figure 29: Facial skin concerns amongst women, May 2020
- Brands can cater to a more diverse customer base
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- Figure 30: Definition of a diverse beauty brand, August 2019
Companies and Brands – Key Takeaways
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- COVID-19 sees most brands struggle
- Sustainability drives NPD
- Room for growth in own-label supermarket segment
Market Share
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- Suncare challenges were felt by most
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- Figure 31: Retail value sales of mass-market sun protection and aftersun products, by brand, years ending September 2018-20
- Mixed results from the leading self-tan brands
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- Figure 32: Retail value sales of mass-market self-tan products, by brand, years ending September 2018-20
Launch Activity and Innovation
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- Sun protection and aftersun
- Reduced NPD contributes to market decline in 2020
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- Figure 33: New product development in the sun protection and aftersun category, by sub-category, January 2017-October 2020
- Natural, eco and ethical claims increase share of NPD
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- Figure 34: Top 10 claims in the sun protection and aftersun category (based on leading claims in 2020), January 2018-October 2020
- Lines blur between suncare and beauty
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- Figure 35: Examples of sun protection and aftersun NPD, 2020
- Packaging innovation focuses on sustainability
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- Figure 36: New product development in the sun protection and aftersun category, by launch type, January 2017-October 2020
- L'Oréal ramps up suncare launch activity
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- Figure 37: New product development in the sun protection and aftersun category, by ultimate company, January-October 2020
- Beauty brands compete for suncare spend
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- Figure 38: Examples of sun protection NPD, 2020
- Stick formats provide added convenience
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- Figure 39: Examples of sun protection NPD, 2020
- Sunless tanning
- Self-tan also sees a reduction in launch activity
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- Figure 40: New product development in the self-tanning category, by launch type, January 2017-October 2020
- Long-lasting claims gain prominence
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- Figure 41: Top 10 claims in the self-tanning category (based on leading claims in 2020), January 2018-October 2020
- Hyaluronic acid gives hydration claims credibility
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- Figure 42: Examples of self-tan NPD with hyaluronic acid, 2020
- Traditional formats fall out of favour
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- Figure 43: Examples of self-tan NPD in serum/drop format, 2020
- Consistent innovation from We Are Luxe
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- Figure 44: New product development in the self-tanning category, by ultimate company, January-October 2020
- Natural products come to the forefront
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- Figure 45: Examples of self-tan NPD with a natural positioning, 2020
Advertising and Marketing Activity
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- A difficult year for suncare advertising
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- Figure 46: Total above-the-line, online display and direct mail advertising expenditure on suncare, January 2018-September 2020
- Channel shifts will present challenges
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- Figure 47: Total above-the-line, online display and direct mail advertising expenditure on suncare, by media type, January 2018-September 2020
- Engage young consumers with new strategies
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- Figure 48: Isle of Paradise Instagram Post, September 2020
- Figure 49: Cult Beauty Instagram Stories Content, June 2020
- Leading players dominate suncare adspend
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- Figure 50: Total above-the-line, online display and direct mail advertising expenditure on suncare, by advertiser, 2019
- Wellbeing messages gain prominence
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- Figure 51: Dove Instagram Post, October 2020
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 52: Attitudes towards and usage of selected brands, November 2020
- Key brand metrics
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- Figure 53: Key metrics for selected brands, November 2020
- Brand attitudes: Own-label suncare brands lead on value
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- Figure 54: Attitudes, by brand, November 2020
- Brand personality: Fake Bake and Isle of Paradise are seen as fun
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- Figure 55: Brand personality – macro image, November 2020
- NIVEA and Garnier are associated with expertise
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- Figure 56: Brand personality – micro image, November 2020
- Brand analysis
- NIVEA Sun benefits from exceptional brand awareness
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- Figure 57: User profile of NIVEA Sun, November 2020
- Garnier Ambre Solaire falls behind on value
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- Figure 58: User profile of Garnier Ambre Solaire, November 2020
- Asda Protect lacks differentiation against own-label competition
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- Figure 59: User profile of Asda Protect, November 2020
- Tesco Soleil also struggles to stand out in competitive market
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- Figure 60: User profile of Tesco Soleil, November 2020
- Isle of Paradise’s body positivity messages resonate
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- Figure 61: User profile of Isle of Paradise, November 2020
- Fake Bake more trusted than Isle of Paradise
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- Figure 62: User profile of Fake Bake, November 2020
The Consumer – Key Takeaways
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- COVID-19 significantly impacts usage occasions
- Skincare and makeup with SPF challenge suncare
- Reposition self-tan to boost engagement
COVID-19’s Impact on BPC Consumers
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- Initial lockdown encouraged cautious spend on BPC
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- Figure 63: BPC spending intentions since the start of the COVID-19/coronavirus outbreak, 26 March-19 November 2020
- Travel disruptions impacted “holiday” beauty
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- Figure 64: When consumers would consider holiday activities, June 2020
- Brands respond to the pandemic in NPD
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- Figure 65: HABIT N° 41 Mister, 2020
- Online growth could see brand preferences shift
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- Figure 66: Changes in online beauty/grooming purchases since the start of the COVID-19/coronavirus outbreak, June 2020
- Online improvements will have greater resonance post-COVID-19
- Economic downturn will drive discounting activity
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- Figure 67: Ways in which BPC spending habits will change in the face of an income squeeze, 18-30 June 2020
Sun Protection and Aftersun Usage
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- Skincare and makeup with SPF are gaining popularity
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- Figure 68: Sun protection and aftersun products used in the last 12 months, September 2020
- Added skincare benefits could drive demand for aftersun
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- Figure 69: Select sun protection and aftersun products used in the last 12 months, 2019 and 2020
- Women’s media influences usage
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- Figure 70: Sun protection and aftersun products used in the last 12 months, by age and gender, September 2020
- Format innovation could boost usage amongst men
- Preference for high SPFs remains resilient
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- Figure 71: SPF levels used in the last 12 months, September 2020
Sunless Tanning Usage
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- Self-tan use remains limited
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- Figure 72: Sunless tanning products and services used in the last 12 months, September 2020
- Address the stigma to drive usage
- New usage occasions can buoy demand
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- Figure 73: Select sunless tanning products and services used in the last 12 months, 2019 and 2020
- Target older consumers more proactively
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- Figure 74: Sunless tanning products and services used in the last 12 months, by age and gender, September 2020
Sun Protection, Aftersun and Sunless Tanning Usage Frequency
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- Collaborations could boost frequency
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- Figure 75: Frequency of sun protection, aftersun and sunless tanning product usage, September 2020
- Usage frequency impacted by COVID-19
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- Figure 76: Change in sun protection, aftersun and sunless tanning product usage in the last 12 months, September 2020
Sun Protection, Aftersun and Sunless Tanning Purchase Drivers
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- Format is the biggest influence on purchase
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- Figure 77: Purchase drivers for sun protection, aftersun and sunless tanning products, by products used in the last 12 months, September 2020
- Brand preferences influence purchase habits
- Online behaviours drive young consumers
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- Figure 78: Purchase drivers for sun protection, aftersun and sunless tanning products, by age, September 2020
- Sustainability is low on the agenda
Reasons for Using and Not Using Sun Protection
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- Educate men in physical retail spaces
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- Figure 79: Reasons for using sun protection in the last 12 months, by gender, September 2020
- Anti-ageing benefits are overlooked
- Cancer risk messages are failing to reach young consumers
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- Figure 80: Reasons for using sun protection in the last 12 months, by age, September 2020
- Desire for Vitamin D impacts usage
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- Figure 81: Reasons for not using sun protection in the last 12 months, by age, September 2020
Interest in Sun Protection Innovations
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- Suncare users want additional protection claims
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- Figure 82: Interest in sun protection innovations, by gender, September 2020
- Strong demand for reapplication prompts
- An opportunity to fill the diversity gap in sun protection
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- Figure 83: Interest in sun protection innovations, by age, September 2020
Sunless Tanning Behaviours
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- Vitamin-enriched claims could boost self-tan appeal
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- Figure 84: Sunless tanning behaviours, September 2020
- Range expansion could broaden the category’s appeal
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- Figure 85: Agreement with sunless tanning behaviours, by age, September 2020
- New strategies needed to increase own-label engagement
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- Figure 86: Agreement with sunless tanning behaviours, by gender, September 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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