Table of Contents
Executive Summary
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- Flat sales projected
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- Figure 1: Best- and worst-case forecast for retail value sales of mass market suncare products, 2010-20
- Consumers take sun protection more seriously
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- Figure 2: Usage of sun protection products in the past 12 months and interest in future usage, August 2015
- Just 13% of consumers wear suncare on a daily basis
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- Figure 3: Frequency of usage of sun protection, August 2015
- Expanding educational campaigns
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- Figure 4: Barriers to using suncare on a daily basis, August 2015
- Making aftersun essential
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- Figure 5: Attitudes towards aftersun, August 2015
- Falling usage of self-tanning products
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- Figure 6: Usage of self-tan and other non-SPF suncare products in the past 12 months, August 2014 and August 2015
- What we think
Issues and Insights
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- Engaging with older consumers
- The facts
- The implications
- Countering the UK’s lack of sunshine
- The facts
- The implications
The Market – What You Need to Know
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- Lower sunshine levels cause fall in value sales
- Consumer emphasis on value drives down unit price of sun protection
- Premiumisation boosts value sales in the self-tan category
- Lidl and Aldi help bolster sales through grocery multiples
- UK demographic profile continues to age
- Sunscreen lotions fail protection tests
- Rise in concerns about UK’s vitamin D levels
Market Size and Forecast
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- Value sales to fall in 2015
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- Figure 7: Value sales of mass market suncare products, 2010-20
- Flat sales predicted
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- Figure 8: Best- and worst-case forecast for retail value sales of mass market suncare products, 2010-20
Segment Performance
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- Weather impacts sales of sun protection and aftersun
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- Figure 9: UK retail value sales of mass market suncare products, by segment, 2014-15
- Premiumisation boosts value sales in the self-tan category
Channels to Market
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- Boots loses market share
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- Figure 10: UK retail value sales of mass market suncare products, by outlet type, 2014-15
- Simplifying the shopper experience
- Discounters continue to steal share
Market Drivers
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- Child population remains buoyant
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- Figure 11: Trends in the age structure of the UK population, 2010-20
- Boom in skin cancer rates further highlights importance of suncare
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- Figure 12: Malignant melanoma, average number of new cases per year and age-specific incidence rates per 100,000 population, UK, 2009-11
- Sunshine hours down in 2015
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- Figure 13: Hours of sunshine, by season, 2010-14
- Rise in concern about UK’s vitamin D levels
- Foreign beaches prove a popular holiday destination
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- Figure 14: Types of holiday taken in the past 12 months, by destinations visited, October 2014
- Sunscreen lotions fail protection tests
Key Players – What You Need to Know
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- Own-label overtakes independent brands
- Other brands steal share
- Established sun protection brands deemed trustworthy…
- …whilst self-tan brands prove less trusted
- Advertising expenditure falls in suncare market
- NIVEA takes global educational stance
- Rise in high SPF launches
- Sun protection claims align with facial skincare category
Market Share
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- Own-label overtakes independent brands
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- Figure 15: UK retail value sales of suncare products, by brand, years ending July 2014 and 2015
- Other brands steal share
Brand Research
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- Brand map
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- Figure 16: Attitudes towards and usage of selected suncare brands, September 2015
- Key brand metrics
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- Figure 17: Key metrics for selected suncare brands, September 2015
- Brand attitudes: Boots Soltan noted for value, self-tanning brands for innovation
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- Figure 18: Attitudes, by suncare brand, September 2015
- Brand personality: Most brands seen as accessible; Vita Liberata most exclusive brand
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- Figure 19: Brand personality – Macro image, September 2015
- NIVEA Sun and Garnier Ambre Solaire share perception of efficacy, caring and expertise
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- Figure 20: Brand personality – Micro image, September 2015
- Brand analysis
- NIVEA Sun leads the way across many different metrics
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- Figure 21: User profile of NIVEA Sun, September 2015
- Garnier Ambre Solaire has additional element of glamour but lacks same perception of caring as NIVEA Sun
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- Figure 22: User profile of Garnier Ambre Solaire, September 2015
- Boots Soltan noted for value, but struggles to create enthusiastic reviews
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- Figure 23: User profile of Boots Soltan, September 2015
- Hawaiian Tropic has a more rounded image
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- Figure 24: User profile of Hawaiian Tropic, September 2015
- Vita Liberata’s inclusion in salons and spas reflects exclusive brand image
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- Figure 25: User profile of Vita Liberata, September 2015
- Fake Bake has youthful image, but suffers from being seen as tacky by some
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- Figure 26: User profile of Fake Bake, September 2015
Brand Communication and Promotion
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- Advertising expenditure falls in suncare market
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products, by quarter, January 2012- September 2015
- Encouraging year-round sun protection usage
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- Figure 28: Project Black Dot, September 2015
- Mixed marketing channels
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- Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products, % share by media type, January 2012-September 2015
- Beiersdorf leads adspend in 2015
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- Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products^, % share by advertiser, January 2012-September 2015
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- Figure 31: La Roche-Posay ‘Skin Checker’ campaign, April 2015
- Superdrug launches self-tan campaign
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- Figure 32: Smart Girls Fake It Campaign, June 2015
- Coverage/methodology clarification
Launch Activity and Innovation
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- Increase in suncare launches
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- Figure 33: New product development in the suncare category, by sub-category, January 2012-September 2015
- Rise in high SPF launches
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- Figure 34: New product development in the sun/sunbed exposure sub-category, by SPF rating, January 2012-September 2015
- Figure 35: Examples of new product launches with high SPF in sun/sunbed exposure sub-category, January 2015-September 2015
- Notable self-tan launches
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- Figure 36: Examples of self-tan product launches, January-September 2015
- Never Miss A Spot aims to improve the application experience
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- Figure 37: Never Miss A Spot range, PHD Skincare, 2015
- Launch activity driven by repackaging and relaunches
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- Figure 38: New product development in the suncare category, by launch type, January 2012-August 2015
- Figure 39: The NIVEA Sun range repackaging, 2014
- Suncare claims align with skincare market
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- Figure 40: Fastest growing product positioning claims in the sun/sunbed exposure sub-category, 2013-14
- Figure 41: Fastest growing product positioning claims in the aftersun sub-category, 2013-14
- Growth in free-from claims on self-tan products
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- Figure 42: Fastest growing product positioning claims in the self-tan sub-category, 2013-14
- Figure 43: Examples of aftersun products carrying paraben-free and alcohol-free claims, 2014
The Consumer – What You Need to Know
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- Parents take sun protection most seriously
- Usage of sun protection falls significantly alongside age
- Sun protection usage largely driven by the weather
- Bridging the gender gap
- Updating educational campaigns
- Two in five consumers use aftersun
- Falling usage of self-tan products
Usage of Sun Protection Products
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- Consumers take sun more seriously
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- Figure 44: Usage of sun protection products in the past 12 months and interest in future usage, August 2015
- Parents prove most conscientious sun protection users
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- Figure 45: Usage of sun protection products in the past 12 months and interest in future usage, by age of children present in home, August 2015
- Usage of suncare falls significantly with age
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- Figure 46: Any use of sun protection products (excluding cosmetics with SPF) in the past 12 months, August 2015
- Closing the gender gap
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- Figure 47: Usage of sun protection products in the past 12 months, by gender, August 2015
Barriers to Daily Usage of Sun Protection
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- Just 13% of consumers wear suncare on a daily basis
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- Figure 48: Frequency of usage of sun protection, August 2015
- Men prove significantly more likely to only use sun protection on holiday
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- Figure 49: Frequency of usage of sun protection, by gender, August 2015
- Expanding educational campaigns
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- Figure 50: Barriers to using suncare on a daily basis, August 2015
- Skincare concerns
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- Figure 51: Barriers to using suncare on a daily basis, by age, August 2015
- Concerns over vitamin D deficiency
Perceptions of Sun Protection Formats
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- Lotions/creams deemed the most moisturising
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- Figure 52: Correspondence analysis – Perceptions of sun protection formats, August 2015
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- Figure 53: Perceptions of suncare formats, August 2015
- Changing perceptions of sun protection oils
- Sun protection sprays could drive usage amongst men
Attitudes towards Aftersun
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- Two in five consumers use aftersun
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- Figure 54: Usage of aftersun in the past 12 months and interest in future usage, August 2015
- Aftersun usage rises amongst users of low SPF sun protection
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- Figure 55: Usage of aftersun in last 12 months, by usage of all suncare products in last 12 months, August 2015
- Making aftersun essential
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- Figure 56: Attitudes towards aftersun, August 2015
- Aftersun vs regular body moisturiser
- Opportunity for different aftersun formats
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- Figure 57: ORS Shealicious Hair Conditioning Cocktails
Usage of Self-Tan and Other Non-SPF Suncare Products
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- Falling usage of self-tan products
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- Figure 58: Usage of self-tan and other non-SPF suncare products in the past 12 months, August 2014 and August 2015
- Young adults more engaged with sun-free tanning
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- Figure 59: Usage of self-tan and other non-SPF suncare products in the past 12 months, by age, August 2015
- Future interest is highest in gradual tanners
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- Figure 60: Usage of self-tan and other non-SPF suncare products in the past 12 months and interest in future usage, August 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
Appendix – Key Players
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- Figure 61: New product development in the suncare category, by top five ultimate companies and other, 2014
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