Table of Contents
Executive Summary
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- The market
- After a strong 2018, sales are expected to fall 6% in 2019
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- Figure 1: Best- and worst-case forecast for retail value sales of mass-market suncare products, 2014-24
- Self-tan is becoming a more important category
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- Figure 2: UK retail value sales of mass-market suncare products, by segment, 2019
- Companies and brands
- Smaller players are gaining ground in the sun protection market
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- Figure 3: UK retail value sales of mass-market sun protection and aftersun products, by brand, year ending October 2019
- St. Moriz and Skinny Tan see self-tan market share grow
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- Figure 4: UK retail value sales of mass-market self-tan products, by brand, year ending October 2019
- NPD growth subdued by a lack of self-tanning innovation
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- Figure 5: New product development in the sun protection, self-tanning and aftersun category, by launch type, January 2014-October 2019
- The consumer
- One in four don’t use suncare products
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- Figure 6: Sun protection and aftersun products used in the last 12 months, October 2019
- A lack of sunshine impacts usage
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- Figure 7: Reasons for not using sun protection and aftersun products in the last 12 months, October 2019
- Consumers want products made for sensitive skin
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- Figure 8: Factors that would encourage consumers to buy one suncare product over another, October 2019
- Consumers are confident in their suncare knowledge
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- Figure 9: Sun protection behaviours, October 2019
- Most don’t engage with sunless tanning
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- Figure 10: Sunless tanning products/services used in the last 12 months, October 2019
- Application is seen as difficult
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- Figure 11: Attitudes towards sunless tanning products, October 2019
- What we think
Issues and Insights
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- Although consumers are confident, education is still needed
- The facts
- The implications
- Reassurance needed to boost self-tan usage
- The facts
- The implications
- Sustainability is becoming a priority
- The facts
- The implications
The Market – What You Need to Know
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- Strong market growth recorded in 2018
- Sun protection category particularly vulnerable to weather changes
- Online-only retailers benefit from premiumisation
- Changing holiday habits subdue market growth
- Consumers are looking for alternatives to traditional suncare
Market Size and Forecast
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- Vulnerability of the suncare market on display in 2018/19
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- Figure 12: Retail value sales of mass-market suncare products, 2014-24
- The link between suncare and ageing could stabilise growth
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- Figure 13: Best- and worst-case forecast for retail value sales of mass-market suncare products, 2014-24
- Forecast methodology
Market Segmentation
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- Self-tan buoyed the market in 2019
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- Figure 14: UK retail value sales of mass-market suncare products, by segment, 2017-19
Channels to Market
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- Boots remains dominant
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- Figure 15: UK retail value share of consumer expenditure on sun protection, aftersun and self-tanning products, 2019
- Own-label brands are popular
- Online-only retailers are gaining ground
- Discounters also see sales rise
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- Figure 16: UK retail share of consumer expenditure on sun protection, aftersun and self-tanning products, 2017-19
Market Drivers
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- Temperatures dip in summer 2019
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- Figure 17: UK mean temperatures in °C, January 2017-October 2019
- Sunshine hours also decline
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- Figure 18: UK total sunshine hours, January 2017-October 2019
- Consumers have more spending power
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- Figure 19: Real wage growth: average weekly earnings vs inflation, January 2016-October 2019
- Staycations hit suncare sales
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- Figure 20: Holiday destinations visited in the last 2 years, July 2019
- Brexit is impacting holiday plans
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- Figure 21: Overseas holiday plans for the next 12 months, July 2019
- An ageing population could hit market growth
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- Figure 22: Trends in the age structure of the UK population, 2016-26
- Fewer women are using makeup
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- Figure 23: Purchase of base makeup, February 2018 and March 2019
- Self-tan isn’t a priority for bodycare users
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- Figure 24: Interest in additional bodycare benefits, January 2019
- Interest in haircare with SPF high
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- Figure 25: Interest in haircare ingredients, December 2019
Companies and Brands – What You Need to Know
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- Leading brands are losing out
- Sun protection innovation rising
- Vegan products dominate self-tanning NPD
- Advertising spend on suncare almost doubled in 2018
- Boots Soltan remains a strong player
Market Share
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- Major suncare brands are losing market share
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- Figure 26: UK retail value sales of mass-market sun protection and aftersun products, by brand, years ending November 2018 and 2019
- Self-tanning brands struggle in a competitive market
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- Figure 27: UK retail value sales of mass-market self-tan products, by brand, years ending October 2018 and 2019
Launch Activity and Innovation
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- Sun protection remains the focus
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- Figure 28: New product development in the sun protection and aftersun category, by sub-category, January 2016-October 2019
- Aftersun innovation focused on soothing skin
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- Figure 29: Examples of NPD in the aftersun category, 2019
- Ongoing premiumisation in the market
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- Figure 30: New product development in the sun protection and aftersun category, by price positioning, January 2016-October 2019
- Prestige launches blur the lines between skincare and suncare
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- Figure 31: Examples of NPD in the prestige sun protection category, 2019
- L’Oréal and Boots led the way in 2018
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- Figure 32: New product development in the sun protection and aftersun category, by ultimate company, 2018
- Brands are extending their ranges
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- Figure 33: New product development in the sun protection and aftersun category, by launch type, January 2016-October 2019
- Mineral sunscreens target eco-conscious consumers
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- Figure 34: Examples of NPD in the mineral/eco-friendly sun protection category, 2019
- A spotlight on skin sensitivity
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- Figure 35: Top 10 claims in the sun protection and aftersun category (based on leading claims for 2018), 2017-19
- NIVEA offers those with sensitive skin immediate protection
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- Figure 36: NIVEA immediate protection suncare, 2019
- Child-friendly claims are on the rise
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- Figure 37: Top growing and declining claims in the sun protection and aftersun category, 2015-18
- Children’s NPD focuses on sensitivity
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- Figure 38: Examples of NPD in the children’s sun protection category, 2018-19
- Prestige self-tan brands most active
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- Figure 39: New product development in the self-tanning category, by price positioning, January 2016-October 2019
- We Are Luxe drives format innovation
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- Figure 40: New product development in the self-tanning category, by ultimate company, 2018
- Launches are focused on range expansion
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- Figure 41: New product development in the self-tanning category, by launch type, January 2016-October 2019
- Australian Gold expands its JWOWW range
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- Figure 42: Australian Gold, 2019
- Isle of Paradise expands the self-tan category
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- Figure 43: Isle of Paradise, 2018-19
- Vegan trend takes hold in NPD
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- Figure 44: Top growing and declining claims in the self-tanning category, 2015-18
- Balance Me targets those looking for natural alternatives
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- Figure 45: Vegan, cruelty-free and 99% natural tanning drops, 2019
- Brands are dipping their toes in tanning waters
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- Figure 46: Top 10 formats in the self-tanning category (based on leading claims for 2018), 2017-19
- CBD comes to the tanning world
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- Figure 47: CBD Tanning Water, 2019
- Experimental mousse formats come to the forefront
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- Figure 48: NPD in the mousse self-tanning category, 2019
Advertising and Marketing Activity
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- Advertising spend on suncare fluctuates
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- Figure 49: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, January 2015-September 2019
- TV campaigns dominate
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- Figure 50: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by media type, 2018
- Unilever was the biggest spender in 2018
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- Figure 51: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by advertiser, 2018
- L’Oréal advert banned by the ASA
- Self-tan campaigns become more inclusive
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- Figure 52: Isle of Paradise Get Body Posi Campaign, 2019
- Weather-responsive campaigns
- Nielsen Ad Intel
Brand Research
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- Brand map
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- Figure 53: Attitudes towards and usage of selected brands, November 2019
- Key brand metrics
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- Figure 54: Key metrics for selected brands, November 2019
- Brand attitudes: Boots leads on trust
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- Figure 55: Attitudes, by brand, November 2019
- Brand personality: Hawaiian Tropic has a fun brand image
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- Figure 56: Brand personality – macro image, November 2019
- Brand image: Self-tanning brands seen as glamourous
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- Figure 57: Brand personality – micro image, November 2019
- Brand analysis
- Boots Soltan benefits from strong brand awareness
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- Figure 58: User profile of Boots Soltan, November 2019
- Hawaiian Tropic thought to be effective
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- Figure 59: User profile of Hawaiian Tropic, November 2019
- St. Moriz scores highly on differentiation
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- Figure 60: User profile of St. Moriz, November 2019
- Piz Buin closely associated with quality
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- Figure 61: User profile of Piz Buin, November 2019
- Bondi Sands most likely to be a favourite brand
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- Figure 62: User profile of Bondi Sands, November 2019
- Lancaster usage is low, but commitment to the brand is strong
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- Figure 63: User profile of Lancaster, November 2019
The Consumer – What You Need to Know
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- Sun lotion remains popular
- One in four are not protecting their skin
- Targeting those with sensitive should be a priority
- Interest in natural suncare products is high
- Self-tan usage is on the rise
- Expense is a barrier to entry
Usage of Sun Protection and Aftersun Products
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- Aftersun usage is in decline
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- Figure 64: Sun protection and aftersun products used in the last 12 months, September 2017 and October 2019
- Older men aren’t engaging
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- Figure 65: Sun protection and aftersun products used in the last 12 months, by age and gender, October 2019
- Most are loyal to one type of suncare
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- Figure 66: Repertoire of sun protection and aftersun products used in the last 12 months, October 2019
- Low SPFs fall out of favour
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- Figure 67: Sun protection levels used in the last 12 months, September 2017 and October 2019
Reasons for Not Using Sun Protection
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- Many don’t feel the need to protect their skin
- Women are looking for convenient solutions
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- Figure 68: Reasons for not using sun protection and aftersun products in the last 12 months, by gender, October 2019
Suncare Purchasing and Interest in Product Claims
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- Men are disengaged purchasers
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- Figure 69: Purchase of sun protection and aftersun products, by gender, October 2019
- Rise in NPD for sensitive skin will resonate
- Demand for eco-friendly suncare products could put a spotlight on packaging
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- Figure 70: Factors that would encourage consumers to buy one suncare product over another, October 2019
- Young consumers want broader protection
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- Figure 71: Factors that would encourage consumers to buy one suncare product over another, by age, October 2019
- An opportunity to boost usage amongst older consumers
Sun Protection Behaviours
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- Brands need to address a lack of diversity
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- Figure 72: Sun protection behaviours, October 2019
- Appetite for additional benefits may justify premiumisation
- Young consumers need more education
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- Figure 73: Sun protection behaviours, by age, October 2019
- CHAID analysis
- Methodology
- Affluent young are informing themselves on sun protection
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- Figure 74: Behaviours towards suncare – CHAID – Tree output, October 2019
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- Figure 75: Behaviours towards suncare – CHAID – Table output, October 2019
Usage of Sunless Tanning Products and Services
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- Less than a third self-tan
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- Figure 76: Sunless tanning products/services used in the last 12 months, September 2017 and October 2019
- Usage amongst young men is rising
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- Figure 77: Sunless tanning products/services used in the last 12 months, by age and gender, October 2019
- Self-tan users stick to what they know
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- Figure 78: Repertoire of sunless tanning products/services used in the last 12 months, October 2019
Attitudes towards Sunless Tanning Products
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- Ease-of-use claims could boost usage
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- Figure 79: Attitudes towards sunless tanning products, October 2019
- Fragranced products can appeal to women
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- Figure 80: Attitudes towards sunless tanning products, by gender, October 2019
- Removal products likely to resonate with young
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- Figure 81: Attitudes towards sunless tanning products, by age, October 2019
- Users and non-users find application difficult
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- Figure 82: Attitudes towards sunless tanning products, by sunless tanning usage, October 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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