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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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2007-17
- Market factors
- Income impacts use of sun protection products
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- Figure 2: Household income distribution, 2011
- Long-term effects of the sun a concern to the aging population
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- Figure 3: U.S. Population, by age, 2012-17
- Number of households with children declining
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- Figure 4: Households by presence of children, 2001-11
- Retail channels
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- Figure 5: Sales of sun protection and sunless tanners, by channel, 2012
- The consumer
- Sunscreen with SPF between 30-50 has highest usage, though mostly used occasionally
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- Figure 6: Sunscreen usage, any and daily use, July 2012
- Skincare products and makeup with SPF more likely to be used daily
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- Figure 7: Skincare products and makeup with SPF usage, any and daily use, July 2012
- More than half of consumers buy water resistant formulas, branded products
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- Figure 8: Suncare products purchased, any agree, July 2012
- Lotion has highest awareness and interest, closely followed by portable sizes
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- Figure 9: Interest in trying sun protection products—forms, any interest, July 2012
- Added benefits generate high levels of interest
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- Figure 10: Interest in trying sun protection products—benefits, July 2012
- What we think
Issues in the Market
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- What are the new product regulations impacting the sun protection category?
- How does consumer confusion about claims on sun protection products impact the category?
- How can brands offset losses to private label and increase value perception of suncare products?
Insights and Opportunities
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- Men
- Multicultural
- Haircare
Trend Applications
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- Trend: Prove It
- Trend: Cool Vending
- 2015 trend: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Sun protection and sunless tanning market expected to decline slightly in 2012
- After small decline in 2012, modest category growth predicted through 2017
- Sales and forecast of sun protection and sunless tanners
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- Figure 11: Total U.S. retail sales and forecast of sun protection and sunless tanners, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2007-17
Market Drivers
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- Key points
- Income impacts use of sun protection products
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- Figure 14: Household income distribution, 2011
- Figure 15: Disposable personal income (DPI), 2007-August 2012
- Fear of skin cancer, skin aging could drive category sales
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- Figure 16: U.S. Population, by age, 2007-17
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- Figure 17: Cancer Treatment Centers of America, TV ad, 2012
- Number of households with children declining
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- Figure 18: Households by presence of children, 2001-2011
Competitive Context
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- Multifunctionality of skincare products and color cosmetics with SPF appeals to consumers
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- Figure 19: Facial products making UV protection claims, 2007-12*
- Figure 20: Color cosmetics (facial) making UV Protection claims, 2007-12*
- Opportunities for sun protection market
Segment Performance
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- Key points
- Sun protection and sunless tanner category experiencing slowdown in sales growth
- Sales of sun protection and sunless tanners, by segment
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- Figure 21: Sales of sun protection and sunless tanners, segmented by type, 2010 and 2012
Segment Performance—Sunblock/Sunscreen
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- Key points
- Modest sales growth forecast for sunblock/sunscreen segment
- Sales and forecast of sunblock/sunscreen
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- Figure 22: Sales and forecast of sunblock/sunscreens, at current prices, 2007-17
Segment Performance—Sunless Tanners
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- Key points
- Sunless tanner segment declining
- Sales and forecast of sunless tanners
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- Figure 23: Sales and forecast of sunless tanners, at current prices, 2007-17
Segment Performance—Tanning Oil/Lotion
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- Key points
- Tanning oil/lotion segment small, but growing
- Sales and forecast of tanning oil/lotion
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- Figure 24: Sales and forecast of tanning oil/lotion, at current prices, 2007-17
Retail Channels
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- Key points
- Other retail channels represents largest share of category
- Drug stores, supermarkets losing share to other channels
- Sales of sun protection and sunless tanners, by channel
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- Figure 25: Sales of sun protection and sunless tanners, by channel, 2010 and 2012
Retail Channels—Supermarkets
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- Key points
- After steady sales growth, supermarkets experiencing declines
- Supermarket sales of sun protection and sunless tanners
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- Figure 26: Supermarket sales of sun protection and sunless tanners, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- Drug stores see sales decline for the first time in five years
- Drug store sales of sun protection and sunless tanners
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- Figure 27: Drug store sales of sun protection and sunless tanners, at current prices, 2007-12
Retail Channels—Other
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- Key points
- Growth in other retailer channels is slowing
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- Figure 28: Other channel sales of sun protection and sunless tanners, at current prices, 2007-12
Leading Companies
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- Key points
- Top three companies experiencing similar gains in sales, market share
- Private label is key player in category
- Manufacturer sales of sun protection and sunless tanners
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- Figure 29: MULO sales of sun protection and sunless tanners by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Sunblock/Sunscreen
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- Key points
- Energizer sees strongest gains in sunblock segment
- Merck & Co., Johnson & Johnson see similar sales growth, though no gains in market share
- Manufacturer sales of sunblock/sunscreen
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- Figure 30: MULO sales of sunblock/sunscreen by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Sunless Tanners
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- Key points
- L’Oreal, Johnson & Johnson seeing declines
- Manufacturer sales of sunless tanners
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- Figure 31: MULO sales of sunless tanners by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Tanning Oil/Lotion
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- Key points
- Australian Gold leads tanning oil/lotion segment
- Energizer experiencing sales declines, losing share
- Manufacturer sales of tanning oil/lotion
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- Figure 32: MULO sales of tanning oil/lotion by leading companies, rolling 52 weeks 2011 and 2012
Innovations and Innovators
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- New product launch trends
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- Figure 33: Suncare products, by sub-category, 2007-12
- Figure 34: Suncare products, top ten claims, 2007-12
- Added benefits
- Tinted products
- Sunless tanners with sunscreen
- Natural ingredients
- Innovative forms
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Coppertone (Merck & Co.)
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- Figure 35: Brand analysis of Coppertone, 2012
- Online initiatives
- TV presence
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- Figure 36: Coppertone, television ad, 2012
- Brand analysis: Banana Boat (Energizer Holdings)
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- Figure 37: Brand analysis of Banana Boat, 2012
- Online initiatives
- TV presence
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- Figure 38: Banana Boat, television ad, 2012
- Print and other
- Brand analysis: Neutrogena (Johnson & Johnson)
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- Figure 39: Brand analysis of Neutrogena, 2012
- Online initiatives
- TV presence
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- Figure 40: Neutrogena, television ad, 2012
- Print and other
Usage—Tanning Products
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- Key points
- Young women most likely to use tanning products
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- Figure 41: Tanning product usage, by gender and age, July 2012
- Older consumers, lower income less likely to use tanning products
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- Figure 42: Tanning Product usage, by household income, July 2012
Usage—Sunscreen
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- Key points
- Sunscreen SPF 30-50 has highest reported usage
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- Figure 43: Sunscreen usage, by gender and age, July 2012
- Higher income groups more likely to use sunscreen
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- Figure 44: Sunscreen usage, by household income, July 2012
- Use of sunscreen products higher among households with children
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- Figure 45: Sunscreen usage, by presence of children in household, July 2012
Usage—Products with SPF
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- Key points
- Facial moisturizers and makeup with SPF more likely to be used daily
- Men less likely to use products with SPF
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- Figure 46: Skincare products with SPF usage, by gender and age, July 2012
Usage—Sunless Tanners
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- Key points
- Young women drive use of sunless and gradual tanners
- Sunless tanners have low penetration among men, older consumers
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- Figure 47: Sunless Tanner usage, by gender and age, July 2012
- Use of sunless tanner products higher among households with children
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- Figure 48: Sunless tanner usage, by presence of children in household, July 2012
Product Information
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- Key points
- Friends/family most relied on source for sun product information
- Younger consumers more likely to rely on TV, internet, and magazines
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- Figure 49: Information about suncare products, by gender and age, July 2012
- Households with children more likely to rely on friends/family for suncare product information
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- Figure 50: Information about suncare products, by presence of children in household, July 2012
Purchase Behavior
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- Key points
- More than half of consumers purchase water resistant formulas
- Most consumers buying brand name suncare products, followed by private label
- Purchasing of broad spectrum products varies by age, gender
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- Figure 51: Suncare products purchased, by gender and age, July 2012
- Households with children motivated by functional benefits, price
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- Figure 52: Suncare products purchased, by presence of children in household, July 2012
Brands Used
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- Key points
- Coppertone, Banana Boat most used suncare brands
- Neutrogena more likely to be used by women
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- Figure 53: Use of suntan, sunscreen, after sun and sunless tanning products, by gender, April 2011-June 2012
- Figure 54: Use of suntan, sunscreen, after sun and sunless tanning products, by age, April 2011-June 2012
- Product use differs by brand
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- Figure 55: Use of suntan, sunscreen, after sun and sunless tanning products, by suntan/screen & sunless prods-types, April 2011-June 2012
Usage Behavior
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- Key points
- Sun protection product usage driven by occasion
- Most consumers not following application instructions on packaging
- Women more likely to use different SPF on their face
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- Figure 56: Sun protection usage behavior, by gender and age, July 2012
- Figure 57: Sun protection usage behavior on vacation, by gender and age, July 2012
- Households with children more likely to purchase different products for the family
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- Figure 58: Sun protection usage behavior, by presence of children in household, July 2012
Interest in Product Forms
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- Key points
- Lotion is the product form that generates highest level of interest
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- Figure 59: Interest in trying sun protection products-forms, by gender and age, July 2012
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- Figure 60: Sun protection products, by top three package types, 2007-12*
- Opportunities for towelettes and portable/travel sizes
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- Figure 61: Interest in trying sun protection products-forms, July 2012
Interest in Product Benefits
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- Key points
- Sun protection with natural ingredients broadly appealing
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- Figure 62: Interest in trying sun protection products-benefits, July 2012
- Added benefits generate high consumer interest, particularly among women
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- Figure 63: Interest in trying sun protection products-benefits, by gender and age, July 2012
Attitudes Toward Suncare
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- Key points
- Majority of consumers think sunscreen is an important part of a healthy lifestyle
- More than half of consumers think private label works as well as branded products
- Half of women who use suncare, 35-54, concerned about lack of vitamin D
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- Figure 64: Attitudes toward suncare products, by gender and age, any agree, July 2012
- Figure 65: Attitudes toward suncare products, by presence of children in household, July 2012
Attitudes Toward Sunless Tanners
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- Key points
- Majority of users think that sunless tanners are a safe way to tan
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- Figure 66: Attitudes toward sunless tanners, by gender, July 2012
- Opportunities exist to improve sunless tanning products
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- Figure 67: Attitudes toward sunless tanners, by age, July 2012
Race and Hispanic Origin
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- Key points
- Hispanics more likely to use tanning products
- Asians highly engaged in the category
- Black consumers have low participation in category
- Suncare usage and information seeking, by race/Hispanic origin
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- Figure 68: Suncare product usage, by race/Hispanic origin, July 2012
- Figure 69: Information about suncare products, by race/Hispanic origin, July 2012
Cluster Analysis
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- Figure 70: Target clusters, July 2012
- Cluster 1: Confident
- Characteristics
- Opportunities
- Cluster 2: Basics
- Characteristics
- Opportunities
- Cluster 3: Involved
- Characteristics
- Opportunities
- Cluster characteristic tables
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- Figure 71: Suncare product usage, by target clusters, July 2012
- Figure 72: Sun protection usage behavior, by target clusters, July 2012
- Figure 73: Interest in trying sun protection products, by target clusters, July 2012
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- Figure 74: Suncare products purchased, by target clusters, July 2012
- Figure 75: Attitudes toward suncare products, by target clusters, July 2012
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- Figure 76: Information about suncare products, by target clusters, July 2012
- Cluster demographics
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- Figure 77: Target clusters, by demographic, July 2012
- Cluster methodology
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Key Household Purchase Measures—SymphonyIRI Group Builders Panel Data
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- Overview of sunscreen lotion/oil
- Consumer insights on key purchase measures
- Brand map
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- Figure 78: Brand map, selected brands of sunscreen lotion and oil, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 79: Key purchase measures for the top brands of suntan lotion and oil, by household penetration, 52 weeks ending June 24, 2012
Appendix—Other Useful Consumer Tables
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- Figure 80: Suncare product usage, by gender, July 2012
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- Figure 81: Product usage, by product usage, July 2012
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- Figure 82: Products with SPF usage, by household income, July 2012
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- Figure 83: Sunless Tanner usage, by household income, July 2012
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- Figure 84: Product usage, by product usage, July 2012
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- Figure 85: Product usage, by product usage, July 2012
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- Figure 86: Sun protection usage behavior on vacation, by presence of children in household, July 2012
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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