Sun Protection and Sunless Tanners - US - October 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
A growing—but less glowing—suncare market
Women most likely to use self-tanners, but the segment is in decline
New regulations and outside products may challenge some companies
Overall growth expected into 2016
Drug channels outsell other FDMx stores based on reputation and selection
Market driven by skin cancer fears and women
Leveraging fears to help drive sales
Women are most attuned to reducing sun exposure
The importance of men should not be underestimated
Narrow margins between the top three FDMx companies
Innovations and innovators
Self-tanners go for authenticity
Applications get inventive
Brands and their marketing strategies
Product usage
Attitudes toward sunscreen
How users shop for skincare
Usage frequency
Attitudes toward sunless/self-tanning products
Reasons for not using sunless/self-tanners
Teens
INSIGHTS AND OPPORTUNITIES
Partnering with outside products
Suncare apps help keep users informed and protected
FDA approves MelaFind
New delivery systems may expand product use
INSPIRE INSIGHTS
Trend: A Simple Balance for Health
Trend: Agelessness
MARKET SIZE AND FORECAST
Key points
FDMx market grows as consumers avoid skin cancer and premature aging
Women will drive the market in the coming years
Avoiding outside competition and dealing with new guidelines
Sun protection and sunless tanners market size and forecast
Figure 1: FDMx sales and forecast of sun protection and sunless tanners, at current prices, 2006-16
Figure 2: FDMx sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2006-16
MARKET DRIVERS
Most sales driven by fear of cancer and premature skin aging
But sunscreen reapplication is falling short
Figure 3: Lifetime UV exposure in the U.S.
Figure 4: Sunscreen usage and habits by gender, July 2011
Women use sunscreen/after-sun/sunless tanners more than men
Figure 5: Use of suncare products, by gender, February 2010-March 2011
Figure 6: Female population, by age, 2006-16
Bringing more men to the market
Usage highest among 35-44s, but group population growth is slow
Figure 7: Use of suncare products, by age, February 2010-March 2011
Figure 8: Population, by age, 2006-16
Use rises with household income, but most households earn less than $50K
Figure 9: Use of suncare products, by household income, February 2010-March 2011
Figure 10: Household income distribution, 2010
COMPETITIVE CONTEXT
Personal care products with SPF and/or color threaten suncare sales
New FDA guidelines to alter packaging and labeling
Figure 11: Coppertone Sport television ad, 2011
Foundation “primers” establish a place in the SPF arena
SEGMENT PERFORMANCE
Key points
Sunscreen remains the leading segment
Sunless tanners decline as tanning oils grow
Sales of sun protection and sunless tanners by segment
Figure 12: FDMx sales of selected sun protection and sunless tanner products at current prices, by segment, 2006-16
SEGMENT PERFORMANCE—SUNSCREEN/SUNBLOCK
Key points
Sunscreen ramps up the SPF and product claims
Sales and forecast of sunscreen/sunblock
Figure 13: FDMx sales of sunscreen/sunblock, 2006-16
SEGMENT PERFORMANCE—SUNLESS TANNERS
Key points
Sunless tanners beset by color, staining, and application issues
Sales and forecast of sunless tanners
Figure 14: FDMx sales of sunless tanners, 2006-16
SEGMENT PERFORMANCE—TANNING LOTION/OIL
Key points
Tanning oils increase FDMx sales, brands incorporate SPF and other extras
Sales and forecast of tanning lotion/oils
Figure 15: FDMx sales of tanning lotion/oils, 2006-16
RETAIL CHANNELS
Key points
Drug channels maintain top FDMx spot, grow sales
Other FDMx channels also increase sales
Channel sales
Figure 16: U.S. sales of sun protection and sunless tanner products, by channel, at current prices, 2010 and 2011
RETAIL CHANNELS—DRUG STORES
Key points
Drug stores often have the most comprehensive selection and expertise
Drug store sales of sun protection and sunless tanners
Figure 17: FDMx sales of sun protection and sunless tanners at drug stores, 2006-11
RETAIL CHANNELS—OTHER FDMX
Key points
Other FDMx stores grow at the same pace as drug channels
Mass should benefit from sluggish economy
Other FDMx sales of sun protection and sunless tanners
Figure 18: FDMx sales of sun protection and sunless tanners at other FDMx stores, at current prices, 2006-11
LEADING COMPANIES
Key points
An FDMx market dominated by three competitive companies
Private label outpaces national brands
Leading companies
Figure 19: Leading FDMx sun protection and sunless tanner companies, 2010-11
SELECTED BRAND ANALYSIS—SUNSCREEN/SUNBLOCK
Key points
Playtex grows sales with Banana Boat and Hawaiian Tropic…
…while Merck improves with Coppertone…
…but J&J increases sales most with Neutrogena
Kids’ brands provide sales boost
Leading sunscreen/sunblock brands
Figure 20: Leading FDMx sunscreen/sunblock brands, 2010-11
SELECTED BRAND ANALYSIS—SUNLESS TANNERS
Key points
L'Oréal increases FDMx sales…
…and J&J slips as its Neutrogena brand declines
Leading sunless-tanner brands
Figure 21: Leading FDMx sunless-tanner brands, 2010-11
SELECTED BRAND ANALYSIS—TANNING LOTION/OIL
Key points
Hawaiian Tropic slows momentum for Playtex
European Tanning grows sales on the heels of Playtex losses
Leading tanning lotion/oil brands
Figure 22: Leading FDMx tanning lotion/oil brands, 2010-11
INNOVATIONS AND INNOVATORS
Self-tanners
Nature's Gate:Sunless Tanner Self-Tanning Lotion
Hard Candy:Glow All the Way Instant Bronze & Gradual Self-tanner
Neova DNA Damage Control:Silc Sheer SPF 45 Photo Finish Tint
Innovative applications
So Bronze: Instant Body Bronzing Mist Airbrush Self-Tanner
Temptu AIR Pod: Face Tan
glõminerals: Protecting Powder Sunscreen SPF 30
Anti-aging
Avon Anew Solar Advance:Sunscreen Body Mist SPF 28
Yves Rocher Protectyl After Sun:Anti-Wrinkle Sun Care
Yves Rocher Self-Tanner: Self-Tanning Face Lift Care
For the kids
Figure 23: Neutrogena Wet Skin Kids television ad, 2011
Ocean Potion Suncare: Kidsport SPF 50+
Solar Sense Zany Zinc: Colored Sunscreen SPF 50
MARKETING STRATEGIES
 OVERVIEW
Merck & Co.: Coppertone
Figure 24: Brand analysis of Coppertone, 2011
Figure 25: Coppertone Sport television ad, 2011
Coppertone web strategies
Johnson & Johnson: Neutrogena and Aveeno
Neutrogena
Figure 26: Brand analysis of Neutrogena, 2011
Figure 27: Neutrogena television ad, 2011
Aveeno
Figure 28: Brand analysis of Aveeno, 2011
Figure 29: Aveeno Hydrosport television ad, 2011
Neutrogena online initiatives
Aveeno web strategies
PRODUCT USAGE
Key points
Nearly two thirds of respondents use suncare
Figure 30: Suncare products used, July 2011
Women most likely to use suncare, sunscreen, self-tanners
Figure 31: Suncare products used, by gender, July 2011
18-44 most likely to use sunscreen, suncare, self-tanners
Figure 32: Suncare products used, by age, July 2011
Usage increases with household income
Figure 33: Suncare products used, by household income, July 2011
ATTITUDES TOWARD SUNSCREEN
Key points
Eight in 10 use sunscreen to avoid burning and skin cancer
Figure 34: Sunscreen usage and habits by gender, July 2011
18-34 appear most likely to risk sunburn
Figure 35: Sunscreen usage and habits by age, July 2011
HOW USERS SHOP FOR SUNCARE
Key points
Waterproof formula is important to more than half
Figure 36: Suncare product purchasing attributes, by gender, July 2011
18-24 seeking affordability; seniors buying higher SPF
Figure 37: Suncare product purchasing attributes, by age, July 2011
BRANDS USED
Key points
Banana Boat used most
Figure 38: Suncare product brands used for the face and/or body, by gender, February 2010-March 2011
Use of Coppertone, Neutrogena increases with household income
Figure 39: Suncare product brands used for the face and/or body, by household income, February 2010-March 2011
USAGE FREQUENCY
Key points
Most use one bottle/tube of suncare per year for face and body
Figure 40: Usage frequency of suncare product brands used for the face and body, by gender, February 2010-March 2011
18-24 most likely to use multiple bottles/tubes of suncare per year
Figure 41: Usage frequency of suncare product brands used for the face and body, by age, February 2010-March 2011
ATTITUDES TOWARD SUNLESS/SELF-TANNING PRODUCTS
Key points
Most use self-tanners for a quick tan
Figure 42: Reasons for sunless/self-tanner use, by gender, July 2011
18-24 least likely to use self-tanners for a quick tan
Figure 43: Reasons for sunless/self-tanner use, by age, July 2011
Three quarters take recommendations from others about sunless tanners
Figure 44: Opinions about sunless/self-tanning products, by age, July 2011
REASONS FOR NOT USING SELF-TANNERS
Key points
Many feel that self-tanning color appears too fake
Figure 45: Reasons for not using sunless tanners by gender, July 2011
Seniors are poor candidates for sunless tanners
Figure 46: Reasons for not using sunless tanners, by age, July 2011
Highest household income most likely to feel sunless tanners look too fake
Figure 47: Reasons for not using sunless tanners by household income, July 2011
IMPACT OF RACE/HISPANIC ORIGIN
Key points
White respondents most likely to use suncare
Figure 48: Use of suncare products, by race/Hispanic origin, February 2010-March 2011
Black respondents least likely to use sunscreen, suncare, sunless tanners
Figure 49: Suncare products used by race/Hispanic origin, July 2011
White respondents most likely to use sunscreen to avoid burning/skin cancer
Figure 50: Sunscreen usage and habits, by race/Hispanic origin, July 2011
White respondents most likely to view self-tanner color as too fake
Figure 51: Reasons for not using sunless tanners by race/Hispanic origin, July 2011
TEENS
Key points
Nearly half of teens use suncare; teen girls report much more usage
Figure 52: Use of suncare products among teens, by gender, February 2010-March 2011
Younger teens most likely to use suncare
Figure 53: Use of suncare products among teens, by age, February 2010-March 2011
Banana Boat is used most by teens
Figure 54: Suncare product brands used for the face and/or body among teens, by gender, February 2010-March 2011
CUSTOM CONSUMER GROUPS
Key points
Households with children more likely to use sun protection
Figure 55: Suncare products used, by presence of children in household, July 2011
Presence of children more apt to look for waterproof, higher SPF formulas
Figure 56: Suncare product purchasing attributes, by presence of children in household, July 2011
IRI/BUILDERS PANEL DATA
 SUNTAN LOTION AND OIL
Key purchase measures
Brand map
Figure 57: Brand map, selected brands of suntan lotion and oil buying rate by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 58: Key purchase measures for the top brands of suntan lotion and oil, by household penetration, 2010*
APPENDIX—OTHER USEFUL CONSUMER TABLES
Attitudes toward sunless/self-tanning products
Figure 59: Reasons for sunless/self-tanner use, by household income, July 2011
Impact of race/Hispanic origin
Figure 60: Suncare product purchasing attributes, by race/Hispanic origin, July 2011
APPENDIX—TRADE ASSOCIATIONS