Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- Sales growth remains strong, for now
- Sun protection a common theme across skincare categories
- New product development follows similar themes across brands
- Questions of efficacy and safety cloud the view of sunscreen’s growth potential
- Regulatory changes may help… eventually
- All channels benefit from category sales growth
- Acquisitions and share gains level the corporate playing field
- Improvements to product application key to market share moves
- Advertising stays on the beach, but the message gets more serious
- A majority of adults still don’t use suncare
Insights and Opportunities
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- All-around effort to promote year-round sunscreen use
Fast Forward Trends
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- Deseasonalization
- What’s it all about?
- Ignoring the expected holiday noise
Market Size and Forecast
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- Key points
- Awareness of the dangers of sun has made suncare more top-of-mind…
- …creating a healthy market for new suncare products
- Future growth prospects more uncertain
- Sales and forecast of suncare products
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- Figure 1: U.S. FDMx sales and forecast of suncare products at current prices, 2003-13
- Figure 2: U.S. FDMx sales and forecast of suncare products at inflation adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Sun protection a common theme across skincare categories
- New product development follows similar themes across brands
- Questions of efficacy and safety cloud the view of sunscreen’s growth potential
Segment Performance
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- Key points
- Adult sun protection sets the pace for the category
- Segment sales and forecast
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- Figure 3: U.S. FDMx sales and forecast of suncare at current prices, by segment, 2003-13
- Figure 4: U.S. FDMx sales of suncare products, share by segment, 2007 and 2008
Segment Performance—Adult In-Sun Products
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- Key points
- Sun protection defines the segment
- Adult in-sun products sales and forecast
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- Figure 5: U.S. FDMx sales and forecast of adult in-sun products, 2003-13
Segment Performance—Kid/Baby Suncare
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- Key points
- Kid/baby market follows trends in the adult market
- Kid/baby suncare sales and forecast
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- Figure 6: U.S. FDMx sales and forecast of kid/baby suncare products, 2003-13
Segment Performance—Sunless Tanners
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- Figure 7: U.S. FDMx sales and forecast of sunless tanners, 2003-13
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Retail Channels
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- Key points
- All channels benefit from category sales growth
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- Figure 8: U.S. FDMx sales of suncare products, by retail channel, 2006 and 2008
Retail Channels—Drug Stores
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- Key points
- Convenience and healthcare combine to drive suncare sales in drug stores
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- Figure 9: U.S. sales of suncare products at drug stores, 2003-08
Retail Channels—Other IRI Channels
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- Key points
- Mass channel well suited to suncare
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- Figure 10: U.S. sales of suncare products at other IRI channels, 2003-08
Market Drivers
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- Subtle shifts in population composition may point to opportunities
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- Figure 11: U.S. population and projections and usage of suncare products, by age, 2003-13
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- Figure 12: U.S. population and projections and usage of suncare products, by race/Hispanic origin, 2003-13
Leading Companies
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- Key points
- Acquisitions and share gains level the playing field
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- Figure 13: FDMx suncare sales of leading suncare product companies, 2007 and 2008
Brand Trends—Adult In-Sun Products
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- Key points
- Improvements to product application key to market share moves
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- Figure 14: Selected FDMx brand sales of in-sun products in the U.S., 2007 and 2008
Brand Trends—Kids/Baby Sunscreens
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- Key points
- Leading suncare brands dominate kids/baby segment
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- Figure 15: Selected FDMx brand sales of kids/baby products in the U.S., 2007 and 2008
Brand Trends—Sunless Tanners
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- Key points
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- Figure 16: Selected FDMx brand sales of sunless tanners in the U.S., 2007 and 2008
Brand Qualities
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- Sun is out. Protection is in.
Innovation and Innovators
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- Innovations in efficacy face regulatory hurdles
- L’Oréal’s Mexoryl SX makes the cut
- Continuous sprays change the shape of suncare
- A sunscreen for all seasons
- Everything under the sun
- Colorescience Sunforgettable – SPF 30 Orb
- Nature's Gate – Mineral Sportblock SPF 20
- L'Occitane do Brasil – High Protection Sunscreen Veil
- Belli Pregnancy – Anti-Chloasma Facial Sunscreen
- Burt's Bees Natural Suncare – SPF 30 Chemical-Free Sunscreen with Hemp Seed Oil
- Alba Botanica Sun – Facial Sunscreen SPF 20
- Mustela – Sun Cream for Sensitive Areas
- Dr. Susan Taylor's Rx for Brown Skin – Moisturizing Sunscreen with SPF 15
- Weleda – Children's Sunscreen SPF 18
- Lancaster Sunslim Body Programme – Anti-Cellulite Range
- Shady Day – Daily Sun Protection Wipes
Advertising and Promotion
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- Making ads while the sun shines
- The Coppertone DermaPhoto Booth
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- Figure 17: Coppertone base brand DermaPhoto television ad, 2008
- Figure 18: Coppertone sport DermaPhoto television ad, 2008
- Banana Boat “At Your Service”
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- Figure 19: Banana Boat television ad, 2008
- Aveeno Active Naturals
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- Figure 20: Aveeno Continuous Protection television ad, 2008
- Neutrogena Ultra Dry
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- Figure 21: Neutrogena television ad, 2008
Usage
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- A majority of adults still don’t use suncare
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- Figure 22: Incidence of using suncare products, by gender, January-November 2007
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- Figure 23: Incidence of using suncare products, by age, January-November 2007
- Figure 24: Incidence of using suncare products, by household income, January-November 2007
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- Figure 25: Incidence of using suncare products, by education, January-November 2007
- Protection from the sun is the top need by product type
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- Figure 26: types of suncare products used, by gender, January-November 2007
- Average volume of use is low
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- Figure 27: Quantity of suncare products used, gender, January-November 2007
Brands
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- Popularity of brands
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- Figure 28: brands of suncare products prefered, by gender, January-November 2007
Attitudes and Motivations
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- A majority of adults likely to tan at least occasionally
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- Figure 29: Occasions or frequency for tanning, by gender, June 2007
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- Figure 30: Occasions or frequency for tanning, by age, June 2007
- Levels of sun exposure concerns
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- Figure 31: Concern about sun exposure issues, by gender, June 2007
- UVA/UVB combination tops product preferences
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- Figure 32: Characteristics sought in suncare products, by gender, June 2007
- Level of SPF used
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- Figure 33: SPF level of sunscreen/sunblock used, by gender, June 2007
- SPF level(s) kept in household
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- Figure 34: Household has repertoire of suncare products, by age, June 2007
- Claimed suncare use on the rise
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- Figure 35: Change in amounts of suncare products used, by gender, June 2007
- Cream/lotion still most commonly used form, sprays on the rise
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- Figure 36: Sunblock/sunscreen product formats used, by age, June 2007
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- Figure 37: Sunblock/sunscreen product format used, by age, June 2007
- Suncare users display little brand loyalty
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- Figure 38: Suncare brand purchasing habits, by gender, June 2007
Teens
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- Usage particularly high among younger teens and teen girls
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- Figure 39: Teen incidence of using suncare products, by age and gender, January-November 2007
- Protection is key, but older teen girls also gravitate to tan enhancement
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- Figure 40: Types of suncare products used by teens, by age and gender, January-November 2007
- Teen brand choice consistent with adults
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- Figure 41: Brands of suncare products used by teens, by age and gender, January-November 2007
Race/Hispanic Origin
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- Usage
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- Figure 42: Incidence of using suncare products, by race/Hispanic origin, January-November 2007
- Product type
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- Figure 43: Types of suncare products used, by race/Hispanic origin, January-November 2007
- Replenishment rates
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- Figure 44: Quantity of suncare products used, by race/Hispanic origin, January-November 2007
- Concern about sun exposure issues
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- Figure 45: Concern about sun exposure issues, by race/Hispanic origin, June 2007
- Reported changes in product usage
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- Figure 46: Change in amounts of products used, by race/Hispanic origin, June 2007
Cluster Analysis
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- SPF maximizers
- Sun worriers
- Unconcerned ostriches
- Cluster characteristics
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- Figure 47: Sunscreen user clusters, June 2008
- Figure 48: Occasions or frequency for tanning by cluster, June 2008
- Figure 49: Concern about sun exposure issues by cluster, June 2008
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- Figure 50: Characteristics sought in suncare products by cluster, June 2008
- Figure 51: SPF level of sunscreen/sunblock used by cluster, June 2008
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- Figure 52: Household has repertoire of suncare products by cluster, June 2008
- Figure 53: Change in amounts of suncare products used by cluster, June 2008
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- Figure 54: Suncare brand purchasing habits by cluster, June 2008
- Figure 55: Suncare product format used by cluster, June 2008
- Cluster demographics
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- Figure 56: Sunscreen user clusters by gender, June 2008
- Figure 57: Sunscreen user clusters by age group, June 2008
- Figure 58: Sunscreen user clusters by household income group, June 2008
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- Figure 59: Sunscreen user clusters by race, June 2008
- Methodology
Custom Consumer Groups
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- Gender and age
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- Figure 60: Occasions or frequency for tanning, by gender and age, June 2008
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- Figure 61: Concern about sun exposure issues, by gender and age, June 2008
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- Figure 62: Change in amounts of suncare products used, by gender and age, June 2008
- Race/Hispanic origin and household income
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- Figure 63: Occasions or frequency for tanning, by race/Hispanic origin and household income, June 2008
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- Figure 64: Concern about sun exposure issues, by race/Hispanic origin and household income, June 2008
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- Figure 65: Change in amounts of products used, by race/Hispanic origin and household income, June 2008
Key Purchase Measures
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- Consumer insights—suntan lotion and oil
- Summary and overview
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- Figure 66: Key purchase measures for suntan lotion and oil, by brand, by household penetration, 2007*
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- Figure 67: Key purchase measures for suntan lotion and oil manufacturers, by household penetration, 2007*
Appendix: Other Useful Consumer Tables
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- Figure 68: Types of suncare products used, by age, January-November 2007
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- Figure 69: Types of suncare products used, by household income, January-November 2007
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- Figure 70: Quantity of suncare products used, by age, January-November 2007
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- Figure 71: Quantity of suncare products used, by household income, January-November 2007
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- Figure 72: Change in amounts of products used, by age, June 2007
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- Figure 73: Household has repertoire of suncare products, by race/Hispanic origin, June 2007
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Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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