Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Hot summer temps result in strong sun protection and sunless tanner sales
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- Figure 1: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2011-21
- Ingredient concerns weigh on consumers
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- Figure 2: Attitudes toward safety of sunscreen, by age, August 2016
- Consumers are price-driven due to functional nature of category
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- Figure 3: Sunscreen purchase influencers, August 2016
- The opportunities
- Natural offerings ease consumer concerns
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- Figure 4: Attitudes toward natural sunscreen, by age, August 2016
- Added skincare benefits encourage regular usage among women
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- Figure 5: Interest in skincare related sunscreen claims, by gender and age, August 2016
- Highlight health benefits; position brands as suncare experts
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- Figure 6: Select suncare routines, by all, male 55+, and Black adults, August 2016
- What it means
The Market – What You Need To Know
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- Hot summer temps result in strong sun protection and sunless tanner sales
- Personal care with SPF increases competition, ingredient concerns top-of-mind
- Temperature-driven sales, population growth trends challenge market
Market Size and Forecast
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- Historic and projected sales for sun protection and sunless tanners
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- Figure 7: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2011-21
- Figure 8: Total US sales and forecast of sun protection and sunless tanners, at current prices, 2011-21
Market Perspective
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- Suncare competes with, and benefits from, other seasonal categories
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- Figure 9: Share of seasonal spending, by category, 2016 (est)
- Personal care products with SPF challenge sun protection sales
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- Figure 10: Usage of personal care products with SPF, August 2016
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- Figure 11: Usage of personal care products with SPF (net)*, any sunscreen (net)*, and any tanning product (net)*, August 2016
- US cities offer sunscreen for free
- Ingredient concerns weigh on consumers, natural brands must prove efficacy
- Product launches see an increase in natural, ethical claims
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- Figure 12: Sun protection and sunless tanner product launches, by select claims, 2012-16*
Market Factors
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- Hotter temperatures drive sun protection and sunless tanner sales
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- Figure 13: Average summer temperatures, contiguous US, Jun-Aug, 2012-16
- Households with children continue to decline, rising birth rates may help
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- Figure 14: US households, by presence of own children, 2005-15
- Aging population further stifles growth
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- Figure 15: Population by age, 2011-21
- Growing Hispanic population drives growth, Black population presents challenges
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- Figure 16: Population by race and Hispanic origin, percent change, 2016-21
Key Players – What You Need to Know
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- Leading brands maintain share, niche brands steal from middle players
- Campaigns highlight health concerns, sheer and sport claims resonate
- Male-specific sunscreen, self-tanners on the decline
- Natural claims, skincare benefits rise, technology improves user experience
Manufacturer Sales of Sun Protection and Sunless Tanners
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- Leading brands maintain share, niche brands steal from middle players
- Manufacturer sales of sun protection and sunless tanners
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- Figure 17: MULO sales of suntan lotion and oil, by leading companies and brands, rolling 52 weeks 2015 and 2016
What’s Working?
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- Campaigns highlight health concerns, encourage year-round usage
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- Figure 18: Kristen Bell Provides Parenting Advice for “The Talk” With Your Kids | NEUTROGENA
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- Figure 19: Check for signs of skin cancer | SkinChecker Campaign
- Figure 20: MULO sales of select Neutrogena and La Roche-Posay sunscreens, 52-weeks ending August 7, 2016
- Sheer, sport claims reach sunscreen shoppers
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- Figure 21: MULO sales of select sheer and sport sunscreens, 52-weeks ending August 7, 2016
- Niche brands, private label continue to grow
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- Figure 22: MULO sales of select niche brand’s natural and child-specific sunscreens, 52-weeks ending August 7, 2016
What’s Struggling?
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- Leaders lose share of kids and natural products to niche brands
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- Figure 23: MULO sales of select leading brand’s baby, kid, and natural products. 2013-15
- Male-specific sunscreen fails to reach men
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- Figure 24: MULO sales of Banana Boat men’s sunscreens, 2013-15
- Self-tanners struggle as consumers seek more natural-looking tans
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- Figure 25: MULO sales of select self-tanners, 2013-15
What’s Next?
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- Natural, environmental offerings continue to rise
- Skincare claims, unique benefits help suncare products stand out
- Technology improves user experience, boosts suncare routines
The Consumer – What You Need to Know
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- Adults not following sun protection recommendations
- Occasional usage challenges sunscreen sales
- Tanning products used by niche set of consumers
- Protection level, price drive purchases, added benefits set products apart
- Natural products evoke interest and skepticism, confusion over SPF
- Lightweight, natural sunscreens hold appeal, women seek skincare benefits
- New self-tanner formats present opportunity
- Parents invested in, but challenged by, children’s suncare routines
Sun Routines
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- Adults not following sun protection recommendations
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- Figure 26: Suncare routines, August 2016
- Women more invested in sun protection techniques
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- Figure 27: Select suncare routines, by gender, August 2016
- Young adults rely on products to make up for risky sun behaviors
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- Figure 28: Select suncare routines, by age, August 2016
- Less-affluent adults less likely to practice sun safety
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- Figure 29: Select suncare routines, by all and household incomes of >$25K and $100K+, August 2016
- Black adults sun protection routines are a cause for concern
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- Figure 30: Select suncare routines, by race and Hispanic origin, August 2016
Sunscreen Usage
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- Occasional usage challenges sunscreen sales growth
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- Figure 31: Sunscreen usage, August 2016
- Consumers turn to moderate SPF levels
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- Figure 32: SPF levels used, February 2015-March 2016
- Younger adults most invested in suncare
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- Figure 33: Sunscreen usage – Any use (net)*, by age and gender, August 2016
- Older adults more likely to use sunscreen sparingly
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- Figure 34: Sunscreen usage – Any sunscreen (net)*, by age and gender, August 2016
- Income is a barrier to usage, despite availability of low-price offerings
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- Figure 35: Sunscreen usage – any sunscreen (net), by income, August 2016
- Hispanics invested in sun protection, usage low among Black adults
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- Figure 36: Sunscreen usage – Any sunscreen (net), by race/Hispanic origin, August 2016
Tanning Product and Sunless Tanner Usage
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- Tanning products used by niche set of consumers
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- Figure 37: Tanning product and sunless tanner usage, August 2016
- Adults 25-34 drive product usage
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- Figure 38: Tanning product usage – Any use (net)*, by age, August 2016
- Hispanics over index on usage across tanning formats
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- Figure 39: Tanning product usage – Any use (net)*, by race/Hispanic origin, August 2016
Sunscreen Purchase Influencers
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- Protection levels, price drive purchases, added benefits set products apart
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- Figure 40: Sunscreen purchase influencers, August 2016
- Younger adults seek added benefits
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- Figure 41: Select sunscreen purchase influencers – Any rank (net)*, by age, August 2016
- Natural ingredients appeal to multicultural shoppers
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- Figure 42: Select sunscreen purchase influencers – Any rank (net)*, by race and Hispanic origin, August 2016
Attitudes toward Sunscreen
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- Consumers confused over SPF level meanings, trust store brands
- Natural products evoke interest – and skepticism
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- Figure 43: Attitudes toward sunscreen, August 2016
- Younger adults see benefits in natural products
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- Figure 44: Select attitudes toward sunscreen, by age, August 2016
- Natural offerings reach parents of younger children
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- Figure 45: Select attitudes toward sunscreen, by parental status/age of child(ren), August 2016
- Multicutural consumers skeptical of store brands
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- Figure 46: Select attitudes toward sunscreen, by all, Hispanic, and Black, August 2016
Sunscreen Claims
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- Lightweight, natural sunscreens appeal to consumers
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- Figure 47: Interest in sunscreen claims, August 2016
- Added skincare benefits resonate with women
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- Figure 48: Interest in body care related sunscreen claims, by gender and age, August 2016
- Moisturizing claims, natural offerings appeal to Black consumers
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- Figure 49: Interest in select sunscreen claims, by all, Hispanic, and Black, August 2016
Self-tanner Claims
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- Natural claims, skincare benefits of interest in self-tanners
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- Figure 50: Interest in self-tanner claims, August 2016
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- Figure 51: Interest in select self-tanner claims, by Hispanic origin, August 2016
- Added benefits sought in sunscreens, format claims in tanning products
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- Figure 52: Interest in sunscreen and sunless-tanner claims, August 2016
Children’s Suncare
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- Parents invested in their children’s suncare routines
- But children’s suncare can be a challenge
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- Figure 53: Children's suncare, August 2016
- Moms more invested than dads in children’s suncare
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- Figure 54: Select children's suncare responses, by gender of parent, August 2016
- Parents become more laid-back about suncare as children get older
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- Figure 55: Select children's suncare responses, by age of child(ren), August 2016
- Hispanic parents skeptical of children’s specific products
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- Figure 56: Select children's suncare responses, by Hispanic origin, August 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 57: Total US retail sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2011-21
- Figure 58: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2011-16
- Figure 59: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2014 and 2016
- Figure 60: Annual births and fertility rate, 2003-14
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Appendix – Consumer
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- Figure 61: Any use of sun protection and tanning product brands, January 2011-March 2016
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- Figure 62: SPF levels used, by select demographics, February 2015-March 2016
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