Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2008-18
- Market factors
- Older consumers in need of education and outreach
- Tanning still a common practice
- Segment performance
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- Figure 2: Total US retail sales and forecast of sun protection and sunless tanners, by segment, at current prices, 2008-13
- Market players
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- Figure 3: Share of MULO sales of sun protection and sunless tanner products, by leading companies, 2013
- The consumer
- Not many consumers are using sunscreen products regularly
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- Figure 4: Regular (once a week or more) usage of suncare products, by gender and age, August 2013
- Sun protection usage dictated by activity
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- Figure 5: Sun protection behaviors, August 2013
- Nearly half of consumers buying sun protection during summer months
- Skin-type-specific sun protection holds most consumer interest
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- Figure 6: Any interest in new sun protection products and benefits, August 2013
- What we think
Issues and Insights
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- Men need more education and outreach
- Issues
- Insights: Specifically target men in marketing and outreach campaigns
- Increase regular sunscreen usage among consumers
- Issues
- Insights: Add skincare benefits that influence consumers to use products more regularly
- Break seasonal perceptions
- Issues
- Insights: Put a stronger focus on promoting products during the winter months
Trend Applications
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- Trend: Make it Mine
- Trend: Sense of the Intense
- Mintel Futures: Generation Next
Market Size and Forecast
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- Key points
- Sun protection and sunless tanning market starting to struggle
- Sales and forecast of sun protection and sunless tanners
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- Figure 7: Total US retail sales and forecast of sun protection and sunless tanners, at current prices, 2008-18
- Figure 8: Total US retail sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US retail sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2008-18
Market Drivers
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- Key points
- Older consumers in need of education and outreach
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- Figure 10: Population, by age, 2008-18
- Income plays a role in usage of sun protection products
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- Figure 11: Household income distribution, 2012
- Tanning continues to be a popular practice
- Number of households with children declining
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- Figure 12: Households, by presence of own children, 2002-12
Competitive Context
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- Cosmetics and personal care products with SPF biggest source of competition
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- Figure 13: Share of UV Protection claims in new facial skincare and color cosmetic product launches, 2008-13
- Opportunity for sun protection and sunless tanners market:
Segment Performance
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- Key points
- Sunscreen dominates market
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- Figure 14: Segment share of total US retail sales of sun protection and sunless tanners, 2013
- Sunscreen segment showing signs of struggle
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- Figure 15: Total US retail sales and forecast of sunscreen, at current prices, 2008-13
- Sunless tanners see big declines
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- Figure 16: Total US retail sales and forecast of sunless tanners, at current prices, 2008-13
- Tanning oil/lotion segment sees strong sales growth
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- Figure 17: Total US retail sales and forecast of tanning oil/lotion, at current prices, 2008-13
Retail Channels
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- Key points
- Most purchases take place through “other retail channels”
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- Figure 18: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2008-13
- Drug stores and supermarkets struggling
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- Figure 19: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2011-13
Leading Companies
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- Key points
- Three companies drive the MULO market
- Combined, other smaller companies see growth
- MULO manufacturer sales of sun protection and sunless tanners
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- Figure 20: MULO sales of sun protection and sunless tanners, by leading companies, 2012 and 2013
Brand Share – Sunscreen
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- Key points
- Merck & Co. leads segment but struggling
- Energizer Holdings experiencing declines across product portfolio
- Product benefits may be keeping Johnson & Johnson afloat
- MULO sales of sunscreen
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- Figure 21: MULO sales of sunscreen, by leading companies, 2012 and 2013
Brand Share – Sunless Tanners
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- Key points
- L’Oréal top manufacturer in MULO sunless tanner segment
- Johnson & Johnson struggles
- Combined, smaller companies doing well in this segment
- MULO sales of sunless tanners
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- Figure 22: MULO sales of sunless tanners, by leading companies, 2012 and 2013
Brand Share – Tanning Oil/Lotion
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- Key points
- Australian Gold top manufacturer
- Energizer Holdings struggles with Hawaiian tropic
- “Other” companies see big jump in sales and gain segment share
- MULO sales of tanning oil/lotion
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- Figure 23: MULO sales of tanning oil/lotion, by leading companies, 2012 and 2013
Innovations and Innovators
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- Suncare product launches slowing down
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- Figure 24: Suncare product launches, by subcategory, 2008-13
- Private label starting to regain momentum
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- Figure 25: Share of private label and branded suncare product launches, 2008-13
- Water-resistant and moisturizing/hydrating claims gaining ground
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- Figure 26: Top claims associated with new suncare product launches, 2008-13
- Greater variety of private label options available
- Lightweight formulas
- Moisturization/hydration benefits
- Sun protection for children and babies
Marketing Strategies
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- Overview
- Theme: Emphasizing skin and summer
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- Figure 27: Aveeno protect + hydrate print advertisement
- Figure 28: CeraVe print advertisement
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- Figure 29: L’Oréal Sublime Sun Sunscreen print advertisement
- Theme: Focusing on added product benefits
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- Figure 30: Banana Boat Protect & Hydrate sunscreen lotion print advertisement
- Figure 31: Neutrogena Beach Defense print advertisement
Social Media
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- Key points
- Key social media metrics
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- Figure 32: Key performance indicators, October 2013
- Market overview
- Brand usage and awareness
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- Figure 33: Brand usage and awareness of sun protection and sunless tanners, August 2013
- Interaction with brands
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- Figure 34: Interaction with sun protection and sunless tanner brands, August 2013
- Online conversations
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- Figure 35: Online mentions, selected sun protection and sunless tanner brands, Oct. 7, 2012-Oct. 6, 2013
- Where are people talking about sun protection and sunless tanner brands?
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- Figure 36: Mentions by page type, selected sun protection and sunless tanner brands, Oct. 7, 2013-Oct. 6, 2013
- What are people talking about online?
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- Figure 37: Mentions by type of conversation, selected sun protection and sunless tanner brands, Oct. 7, 2013-Oct. 6, 2013
- Brand analysis
- Banana Boat
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- Figure 38: Banana Boat key social media indicators, October 2013
- Neutrogena
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- Figure 39: Neutrogena key social media indicators, October 2013
- Hawaiian Tropic
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- Figure 40: Hawaiian Tropic key social media indicators, October 2013
- L'Oréal
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- Figure 41: L'Oréal key social media indicators, October 2013
- Coppertone
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- Figure 42: Coppertone key social media indicators, October 2013
- Australian Gold
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- Figure 43: Australian Gold key social media indicators, October 2013
Product Usage – Sunscreen
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- Key points
- Not many consumers using sunscreen on a regular basis
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- Figure 44: any usage of sunscreen products, August 2013
- Figure 45: Usage of sunscreen products, August 2013
- Younger women most likely to use sunscreen
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- Figure 46: any usage of sunscreen products, by gender and age, August 2013
- Figure 47: Regular (once a week or more) usage of sunscreen products, by gender and age, August 2013
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- Figure 48: Types of suncare products used, by gender and age, May 2012-June 2013
- Less affluent consumers are less likely to use sun protection products
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- Figure 49: Any usage of sunscreen products, by household income, August 2013
- Figure 50: Regular (once a week or more) usage of sunscreen products, by household income, August 2013
- Households with children aged 11 and younger most likely to use sunscreen regularly
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- Figure 51: Any usage of sunscreen products, by parents with children and age, August 2013
- Figure 52: Regular (once a week or more) usage of sunscreen products, by parents with children and age, August 2013
Product Usage – Personal Care Products with SPF
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- Key points
- Women are using facial moisturizer and make-up with SPF regularly
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- Figure 53: Any usage of cosmetics/personal care products with SPF, August 2013
- Figure 54: Usage of personal care products with SPF, August 2013
- Men less likely to use personal care products with SPF
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- Figure 55: Any usage of cosmetics/personal care products with SPF, by gender and age, August 2013
- Figure 56: Regular (once a week or more) usage of cosmetics/personal care products with SPF, by gender and age, August 2013
Product Usage – Tanning Products
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- Key points
- Usage of tanning products lower compared to other suncare products
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- Figure 57: Any usage of tanning products, August 2013
- Figure 58: Usage of tanning products, August 2013
- Younger consumers drive the use of tanning oil and gradual tanners
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- Figure 59: Any usage of tanning products, by gender and age, August 2013
- Figure 60: Regular (once a week or more) usage of tanning products, by gender and age, August 2013
Sun Protection Usage Behaviors
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- Key points
- Sun protection usage dictated by activity
- Women use sun protection to avoid the risk of skin aging
- Consumers are not following recommended reapplication instructions
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- Figure 61: Sun protection behaviors, by gender and age, August 2013
Sun Protection Knowledge
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- Key points
- Half of consumers confident they use enough sun protection
- Only one third have a good understanding of broad spectrum
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- Figure 62: Understanding of sun protection terms and usage recommendations, by gender and age, August 2013
Purchasing Sun Protection Products
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- Key points
- Nearly half of consumers buying sun protection during summer months
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- Figure 63: Purchase behaviors for sun protection products, by gender and age, August 2013
- Parents with children more likely to buy different products
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- Figure 64: Purchase behaviors for sun protection products, by parents with children and age, August 2013
Interest in New Products and Benefits
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- Key points
- Skin-specific sun protection garners the most interest
- Younger men interested in cooling properties
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- Figure 65: Any interest in new sun protection products and benefits, by gender and age, August 2013
- Parents interested in reapplication products
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- Figure 66: Any interest in new sun protection products and benefits, by parents with children and age, August 2013
Attitudes Concerning Tanning and Sun Protection
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- Key points
- Consumers think natural tans look better
- Men aged 18-34 in need of increased education and awareness
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- Figure 67: Attitudes concerning sun protection and tanning, by gender and age (any agree), August 2013
Race and Hispanic Origin
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- Key points
- Asian consumers most engaged in sun protection category
- Hispanics most likely to use tanning products
- Black consumers least engaged segment
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- Figure 68: Any usage of suncare products, by race/Hispanic origin, August 2013
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- Figure 69: Regular (once a week or more) usage of suncare products, by race/Hispanic origin, August 2013
- Figure 70: Usage of suncare products, by race/Hispanic origin, May 2012-June 2013
- Shopping behaviors consistent across segments
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- Figure 71: Purchase behaviors for sun protection products, by race/Hispanic origin, August 2013
- New product benefits resonate strongly with racial/ethnic segments
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- Figure 72: Any interest in new sun protection products and benefits, by race/Hispanic origin, August 2013
- Focusing on aging may be key in getting Hispanics to use more sunscreen
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- Figure 73: Attitudes concerning tanning, by race/Hispanic origin (any agree), August 2013
- Figure 74: Attitudes concerning sun protection, by race/Hispanic origin (any agree), August 2013
IRI/Builders – Key Household Purchase Measures
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- Consumer insights on key purchase measures
- Brand map
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- Figure 75: Brand map, selected brands of suntan products buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 76: Key purchase measures for the top brands of suntan products, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Market drivers
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- Figure 77: Male population aged 18 or older, by age, 2008-18
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- Figure 78: Female population aged 18 or older, by age, 2008-18
- Segment performance
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- Figure 79: Total US retail sales of sun protection and sunless tanners, by segment, at current prices, 2011 and 2013
- Sun protection brand usage
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- Figure 80: Brands of suncare products used, by gender, May 2012-June 2013
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- Figure 81: Brands of suncare products used, by gender and age, May 2012-June 2013
- Suncare product usage
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- Figure 82: Usage of suncare products, August 2013
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- Figure 83: Usage of suncare products (regular use), by gender, August 2013
- Sunscreen usage
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- Figure 84: Any usage of sunscreen products, by gender, August 2013
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- Figure 85: Regular (once a week or more) usage of sunscreen products, by gender, August 2013
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- Figure 86: Any usage of sunscreen products, by age, August 2013
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- Figure 87: Regular (once a week or more) usage of sunscreen products, by age, August 2013
- Products with SPF usage
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- Figure 88: Any usage of cosmetics/personal care products with SPF, by household income, August 2013
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- Figure 89: Regular (once a week or more) usage of cosmetics/personal care products with SPF, by household income, August 2013
- Tanning product usage
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- Figure 90: Any usage of tanning products, by household income, August 2013
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- Figure 91: Regular (once a week or more) usage of tanning products, by household income, August 2013
- Sun protection usage behaviors
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- Figure 92: Sun protection behaviors, by parents with children and age, August 2013
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- Figure 93: Sun protection behaviors, by region, August 2013
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- Figure 94: Sun protection behaviors, by race/Hispanic origin, August 2013
- Purchase behaviors
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- Figure 95: Purchase behaviors for sun protection products, by household income, August 2013
- Interest in new products and benefits
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- Figure 96: Any interest in new sun protection products and benefits, by household income, August 2013
- Attitudes concerning tanning and sun protection
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- Figure 97: Attitudes concerning sun protection and tanning, August 2013
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- Figure 98: Attitudes concerning sun protection and tanning, by gender (any agree), August 2013
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- Figure 99: Attitudes concerning sun protection and tanning, by age (any agree), August 2013
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- Figure 100: Attitudes concerning sun protection and tanning, by household income (any agree), August 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 101: Brand usage or awareness, August 2013
- Figure 102: Neutrogena usage or awareness, by demographics, August 2013
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- Figure 103: Banana Boat usage or awareness, by demographics, August 2013
- Figure 104: Coppertone usage or awareness, by demographics, August 2013
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- Figure 105: Hawaiian Tropic usage or awareness, by demographics, August 2013
- Figure 106: L’Oréal usage or awareness, by demographics, August 2013
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- Figure 107: Australian Gold usage or awareness, by demographics, August 2013
- Activities done
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- Figure 108: Activities done, August 2013
- Figure 109: Neutrogena – Activities done, by demographics, August 2013
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- Figure 110: Banana Boat – Activities done, by demographics, August 2013
- Figure 111: Coppertone – Activities done, by demographics, August 2013
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- Figure 112: Hawaiian Tropic—Activities done, by demographics, August 2013
- Figure 113: L’Oreal – Activities done, by demographics, August 2013
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- Figure 114: Australian Gold – Activities done, by demographics, August 2013
- Online conversations
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- Figure 115: Online mentions, selected sun protection and sunless tanner brands, Oct. 7, 2012-Oct. 6, 2013
- Figure 116: Mentions by page type, selected sun protection and sunless tanner brands, Oct. 7, 2013-Oct. 6, 2013
- Figure 117: Mentions by type of conversation, selected sun protection and sunless tanner brands, Oct. 7, 2013-Oct. 6, 2013
Appendix – Trade Associations
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