Skin Protection: Incl Impact of COVID-19 - US - November 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
EXECUTIVE SUMMARY 
Top takeaways
Market overview
Figure 1: Total US sales and fan chart forecast of skin protection market, at current prices, 2015-25
Impact of COVID-19 on skin protection
Figure 2: Short, medium and long term impact of COVID-19 on skin protection market, November 2020
Opportunities and challenges
Grow sales with expanded skin protection benefits
Figure 3: Trial and interest in select innovations, any interest (net), July 2020
Combat consumers’ seasonal and occasional use of sunscreen
Figure 4: Select attitudes and behaviors toward sunscreen, July 2020
Address the continued threat from multifunctional skincare
Figure 5: Usage frequency of any sunscreen (net) and any personal care product with SPF (net), July 2020
Develop inclusive formulas for Black consumers
Figure 6: Black adults’ usage of any sunscreen (net) and select benefits sought in sunscreen (any rank), July 2020
Redefined masculinity presents opportunities for self-tanner brands
Figure 7: Usage of tanning products and sunless tanners, by age and gender, July 2020
Reach younger consumers through social media and “skinfluencers”
Figure 8: Usage of select skin protection products, by age, November 2020
THE MARKET – KEY TAKEAWAYS
Skin protection market takes a hit in 2020, effect will be short-lived 
COVID-19 impacts category engagement; inclusive suncare works for all
Offer more protection and trendy ingredients and utilize social media
MARKET SIZE AND FORECAST
Skin protection market takes a hit in 2020, effects are short-term
Figure 9: Total US sales and fan chart forecast of skin protection market, at current prices, 2015-25
Figure 10: Total US sales and forecast of skin protection market, at current prices, 2015-25
Impact of COVID-19 on skin protection
Figure 11: Short, medium and long term impact of COVID-19 on skin protection, July 2020
Lockdown
Re-emergence
Recovery
COVID-19: US context
Learnings from the last recession
Figure 12: Mintel Trend Driver – Value
MARKET FACTORS 
COVID-19 disrupts usage of sunscreen 
Diversity themes are important
Figure 13: Distribution of generations by race and Hispanic origin, 2019
MARKET OPPORTUNITIES 
Multifunctional skin protection products are set to flourish 
Expect more skincare and suncare launches with blue light protection 
Figure 14: Unilever’s Instagram post about blue light, August 2020
Figure 15: Unilever’s Instagram post about protecting skin from blue light, August 2020
Figure 16: COOLA Full Spectrum 360° Sun Silk Drops Organic Sunscreen SPF 30 and KOA Anti-Pollution SPF45+
Including popular skincare ingredients can increase suncare engagement 
Figure 17: Sunscreens with niacinamide
Help prolong future generations’ engagement in skin protection
Reach younger consumers through social media and “skinfluencers” 
Figure 18: Hyram’s How To Use A Face Sunscreen | Skin Care 101 video, October 2019
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Leading companies lose share to value brands and private label 
Be inclusive and eco-conscious; how to stand out in the mineral space 
MARKET SHARE
Leading companies lose share to value brands and private label 
Sales of sun protection and sunless tanners by company 
Figure 19: US multi-outlet sales of sun protection and sunless tanners, by leading companies, rolling 52 weeks 2019 and 2020
COMPETITIVE STRATEGIES
Develop inclusive formulas for a wider range of skintones
Figure 20: Instagram post from Supergoop!, September 2020
Black-owned/led brands are filling the gap in the market
Figure 21: Instagram posts from Black Girl Sunscreen
Figure 22: EleVen’s On-The-Defense Sunscreen SPF 30 and Unrivaled Sun Serum SPF 30
Eco-conscious claims are on the rise
Figure 23: Eco-ethical claims in new suncare launches, Sept 2016-Aug 2020
Figure 24: Instagram post from BASF Care Creations, July 2020
Brands are finding ways to stand out in the busy mineral suncare space
Figure 25: Instagram post from Canisun, June 2020
THE CONSUMER – KEY TAKEAWAYS 
Sunscreen has stronger penetration; BPC products used more frequently
Sunscreen is used for both health and anti-aging reasons
Level of sun protection is the driving purchase factor
Usage of tanning products is low but growing
Focusing on skincare and ease-of-use is key for self-tanner brands
Skin protection shopping is positioned to take a hit
Usage of innovations is low but interest is strong
USAGE AND USAGE FREQUENCY OF SUNSCREEN AND SKIN PROTECTION PRODUCTS
Sunscreen is used by most, but…
Figure 26: Instagram post from Supergoop!
Figure 27: Usage of skin protection, July 2020
…BPC products with SPF are used more frequently
Figure 28: Usage frequency of skin protection products, July 2020
Sunscreen usage is driven by adults aged 25-54
Figure 29: Unicorn Snot sunscreen, July 2020 and June 2019
Figure 30: Usage of select sunscreen and skin protection products, by age, July 2020
There are opportunities to boost engagement among men
Figure 31: Usage of select sunscreen and skin protection products, by gender, July 2020
Black adults’ engagement is tempered due to a gap in the market
Figure 32: Usage of select sunscreen and skin protection products, by race and Hispanic origin, July 2020
ATTITUDES AND BEHAVIORS TOWARD SUNSCREEN
Sunscreen is used for both health and anti-aging reasons 
Figure 33: Attitudes and behaviors toward sunscreen, July 2020
Adults aged 18-44 see benefits in mineral-based sunscreen
Figure 34: Select attitudes and behaviors toward sunscreen, by age, July 2020
Some Black adults don’t see a perceived need for sunscreen
Figure 35: Select attitudes and behaviors toward sunscreen, by race and Hispanic origin, July 2020
SUNSCREEN BENEFITS SOUGHT
Level of sun protection is the driving purchase factor 
Figure 36: Benefits sought in sunscreen, July 2020
USAGE AND USAGE FREQUENCY OF TANNING PRODUCTS AND SUNLESS TANNERS
Usage of tanning products is low but growing 
Figure 37: Usage of tanning products and sunless tanners, July 2020
Figure 38: Usage frequency of self-tanning products, July 2020
Link self-tanning to self-care
Figure 39: Swedish Beauty’s CALMING Tanning Tonic, January 2020
Young Millennials drive usage of self-tanning products
Figure 40: Usage of tanning products and sunless tanners, by age, July 2020
Younger men are highly engaged in the self-tanning market 
Figure 41: Usage of tanning products and sunless tanners, by age and gender, July 2020
ATTITUDES AND BEHAVIORS TOWARD SELF-TANNING PRODUCTS
Focusing on skincare and ease-of-use is key for self-tanner brands
Figure 42: James Read Tan’s Click & Glow pen
Figure 43: Attitudes and behaviors toward self-tanning products, July 2020
SHOPPING BEHAVIORS 
Skin protection shopping is positioned to take a hit
Figure 44: Shopping behaviors, July 2020
Adults aged 25-34 are looking for ways to streamline their BPC routines
Figure 45: Supergoop’s Shimmershade and Glow Stick 50, November 2020
Figure 46: Select shopping behaviors, by age, July 2020
Asian adults won’t settle for less but are interested in multipurpose
Figure 47: Select shopping behaviors, by race and Hispanic origin, July 2020
TRIAL AND INTEREST IN INNOVATIONS
Interest in innovation outweighs trial; consumers need a push to try
Figure 48: Trial and interest in select skin protection innovations, July 2020
Multifunctional products garner strong interest
Figure 49: Trial and interest in select skin protection innovations, July 2020
Figure 50: Mentions of blue light within skincare on social media, Instagram, Pinterest and Twitter, November 2019-September 2020
Interest in innovations is driven by adults aged 18-54
Figure 51: Interest in select product innovations, any interest (net), by gender and age, November 2020
UVB and UVA Trackers can help combat adults’ occasional usage of sunscreen
Figure 52: Instagram post about La Roche-Posay’s My Skin Track UV, April 2019
Figure 53: Samsung Ultra V
Figure 54: Instagram post from lumasol, May 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 55: Total US retail sales and forecast of skin protection, at inflation-adjusted prices, 2015-25
APPENDIX – COMPANIES AND BRANDS
Figure 56: US multi-outlet sales of sun protection and sunless tanners, by leading companies and brands, rolling 52 weeks 2019 and 2020