Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2013-23
- The issues
- Seasonal or “as needed” usage tendencies limits market
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- Figure 2: Frequency of sunscreen usage, August 2018
- Competition from adjacent categories offering skin protection
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- Figure 3: Frequency of usage for personal care products with skin protection, August 2018
- Confusion on safety and efficacy of skin protection
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- Figure 4: Select attitudes toward skin protection, August 2018
- Market leaders struggle
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- Figure 5: Multi-outlet sales of sun protection and sunless tanners, by leading companies, rolling 52 weeks 2017 and 2018
- The opportunities
- Position skin protection for everyday use
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- Figure 6: Usage and interest in skin protection products, August 2018
- Take a cue from smaller brands by embracing natural
- What it means
The Market – What You Need to Know
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- Seasonality impacts market performance
- Personal care products with SPF provide alternative to sunscreen
- Warm temps drive use of sunscreen
- Shifts in population can favorably impact market
Market Size and Forecast
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- Seasonality impacts growth of 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, 2013-23
- Figure 8: Total US sales and forecast of sun protection and sunless tanners, at current prices, 2013-23
Market Perspective
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- Personal care products with SPF compete with skin protection sales
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- Figure 9: Usage of personal care products with skin protection, August 2018
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- Figure 10: Frequency of usage for personal care products with skin protection, August 2018
Market Factors
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- Seasonal usage drives market volatility
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- Figure 11: Average summer temperatures, contiguous US, June-August 2013-18
- Shifts in population impact market
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- Figure 12: Population aged 18 or older, by age, 2013-23
Key Players – What You Need to Know
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- Small brands yield strong performance
- Interest in natural sun care continues to grow
- Demand for multi-benefit skin protection
- Declines in sports brand sunscreens
- Kids’ sunscreens decline
- The progression of natural skin protection
Company and Brand Sales of Sun Protection and Sunless Tanners
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- Leading players struggle while smaller brands realize growth
- Sales of sun protection and sunless tanners, by company
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- Figure 13: Multi-outlet sales of sun protection and sunless tanners, by leading companies, rolling 52 weeks 2017 and 2018
- Hawaiian Tropic and Neutrogena buck downward trend in leading brands
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- Figure 14: MULO sales of sun protection and sunless tanners, by companies and brands, rolling 52 weeks 2017 and 2018
What’s Working?
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- Natural brands convey trust and health
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- Figure 15: MULO sales of Sun Bum and Pacific sun protection products, rolling 52 weeks 2017 and 2018
- Skincare benefits drive usage
What’s Struggling?
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- Sports brands highlight mixed bag results
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- Figure 16: MULO sales of identifiable sports brands, rolling 52 weeks 2017 and 2018
- Kids’ sunscreens decline as sales of baby sunscreens grow
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- Figure 17: MULO sales of identifiable kids and baby brands, rolling 52 weeks 2017 and 2018
What’s Next?
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- Natural skin protection takes the next step
- Food-based ingredients
- Functional health claims
- Plant-based positioning
- Protecting skin from more than just sun
The Consumer – What You Need to Know
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- Sun exposure is topmost factor negatively impacting skin appearance
- Sunscreen usage limited by seasonal and occasion-based perceptions
- SPF protection, water resistant, and skincare benefits drive purchase
- Tanning products/sunless tanners serve niche consumer
- Sunscreen provides good defense against signs of aging
- Consumers show interest in value-added skin protection
Factors Negatively Impacting Skin Appearance
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- Majority feel that sun exposure negatively impacts skin appearance
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- Figure 18: Factors negatively impacting skin appearance, August 2018
- Young adults place value on skincare routine
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- Figure 19: Select factors negatively impacting skin appearance, by age, August 2018
- Environmental and lifestyle factors take toll on women’s skin appearance
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- Figure 20: Select factors negatively impacting skin appearance, by gender, August 2018
- Asian adults cite outdoor pollution as negative factor
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- Figure 21: Select factors negatively impacting skin appearance, by race and Hispanic origin, August 2018
Usage of Sunscreen
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- Lotion/cream sunscreen has broadest acceptance, regular use continues to challenge market
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- Figure 22: Sunscreen usage, August 2018
- Alignment with specific purpose/occasion improves regular use
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- Figure 23: Frequency of sunscreen usage, August 2018
- Spray sunscreen appeals to younger adults
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- Figure 24: Sunscreen usage, by age, August 2018
- Less-affluent seek out economical sunscreen formats
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- Figure 25: Sunscreen usage, by income, August 2018
- Black adults under index in use of all sunscreen formats
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- Figure 26: Sunscreen usage, by race/Hispanic origin, August 2018
Sunscreen Purchase Influencers
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- Functional benefits drive purchase, while secondary benefits differentiate
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- Figure 27: Sunscreen purchase influencers, August 2018
- Younger consumers influenced by secondary benefits
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- Figure 28: Sunscreen purchase influencers, by age, August 2018
- White adults need SPF; multicultural consumers seek added benefits
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- Figure 29: Sunscreen purchase influencers, by race/Hispanic origin, August 2018
- Sunscreens need to offer more than just SPF to maximize reach
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- Figure 30: TURF analysis – Purchase influencers, August 2018
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- Figure 31: Table – TURF analysis – Purchase influencers, August 2018
- Methodology
Usage of Tanning Products and Sunless Tanner
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- Body care products challenge need for tanning products/sunless tanners
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- Figure 32: Tanning product and sunless tanner usage, August 2018
- Nearly one third use self-tanners/sunless tanner year-round
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- Figure 33: Frequency of sunless tanner and tanning oil usage, August 2018
- 18-34s most likely to use tanning products and sunless tanners
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- Figure 34: Tanning product and sunless tanner usage, by age, August 2018
Sunless Tanner Usage: Motivations and Barriers
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- Safety and improved appearance drive use of sunless tanners
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- Figure 35: Reasons for using sunless tanner, August 2018
- Appearance plus safety and efficacy will attract sunless tanner users
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- Figure 36: TURF analysis – Reasons for using sunless tanner, August 2018
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- Figure 37: Table – TURF analysis – Reasons for using sunless tanner, August 2018
- Methodology
- Lack of need is barrier to sunless tanner use
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- Figure 38: Reasons for not using sunless tanner, August 2018
- Justify “need” to non-users of sunless tanners
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- Figure 39: TURF analysis – Reasons for not using sunless tanner, August 2018
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- Figure 40: Table – TURF analysis – Reasons for not using sunless tanner, August 2018
- Methodology
Attitudes toward Skin Protection
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- Sunscreen combats signs of aging
- Sunscreen ingredients cause confusion
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- Figure 41: Attitudes toward skin protection, August 2018
- Younger adults prefer sunscreen from skincare brands
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- Figure 42: Select attitudes toward skin protection, by age, August 2018
Usage and Interest in Skin Protection Products
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- Single-use sunscreen caters to on-the-go consumers
- Multi-benefit products maximize value with one-step solution
- High interest in trial of supplements that protect skin
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- Figure 43: Usage and interest in skin protection products, August 2018
- Young adults more likely to experiment with new products
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- Figure 44: Usage and interest in select skin protection products – NET any use or interest, by age, August 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 45: Total US sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2013-23
- Figure 46: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 47: Multi-outlet sales of sun protection and sunless tanners, by leading companies and brands, rolling 52 weeks 2017 and 2018
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