Suntan Products - UK - December 2012

INTRODUCTION
Definition
Methodology
Consumer research
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case scenario for retail value sales of suntan products, 2007-17
Market factors
Figure 2: Trends in the socio-demographic structure of the UK population, 2012-17
Companies, brands and innovation
Figure 3: UK estimated value sales of suncare products, by brand, year ending 8 Sep 2012
The consumer
Figure 4: Usage and intention towards using self-tanning products, October 2012
Figure 5: Attitudes towards sun protection products, October 2012
Figure 6: Attitudes towards self-tanning products amongst users, October 2012
Figure 7: Attitudes towards self-tanning products amongst non-users, October 2012
What we think
ISSUES IN THE MARKET
When it comes to sun protection do good intentions translate into action?
Does segmentation by age group and gender incentivise purchasing?
Is suncare NPD hitting the mark?
TREND APPLICATION
Trend: Access All Areas
Trend: The Real Thing
2015 Trend: Old Gold
MARKET DRIVERS
Key points
Less sun, more self-tan
Figure 8: Mean annual temperatures and sunshine hours, 2007-12
25-34-year-olds – an opportunity for growth
Figure 9: Trends in the age structure of the UK population, 2012-17
Reaching out to parents
Connecting with 55-64-year-olds
Opportunities for engaging men
Trends in socio-economic structure
Figure 10: Trends in the socio-demographic structure of the UK population, 2012-17
Changed perspective in looking younger
Figure 11: Agreement with selected lifestyle statements, 2008-12
Holidays
Figure 12: Agreement with the travel/holidays lifestyle statements, 2008-12
‘Staycations’ gather momentum
All-inclusive holidays with organised activities grow in popularity
Overseas travel market loses market share
Figure 13: Number of domestic and overseas holidays, 2006-16
Domestic tourism – holiday timings shifting
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
 LAUNCH ACTIVITY BY SECTOR
Figure 14: New launch activity in the suncare market, by sector, January 2008-October 2012
Sun protection – key focus
Rapid evolution in self-tanning NPD
Aftersun NPD fades
Branded products still dominate NPD
Figure 15: New launch activity in suncare market, branded vs. own-label, January 2008-October 2012
 TOP INNOVATORS
Figure 16: NPD in suncare, % share by leading manufacturers, January 2011-October 2012
Alliance Boots leads the pack
Own-labels to the fore
 SUN PROTECTION
Leading innovators (company)
Figure 17: New product launches in sun protection, by top ten companies, January 2011-October 2012
22% of launches generated by health and beauty retailers Boots and Superdrug
Leading innovators (brand)
Figure 18: New product launches in sun protection, by top ten brands, January 2011-October 2012
Sun protection generates largest number of brand extensions
Leading launch claims
Figure 19: New product launches in sun protection, by top ten claim, January 2011-October 2012
UV protection – number one claim
Suncare as anti-ageing skincare
Focus on sensitive skin
Vitamins and minerals
 AFTERSUN
Leading innovators (company)
Figure 20: New product launches in after-sun, by top ten companies, January 2011-October 2012
Lower level of NPD
Leading innovators (brand)
Figure 21: New product launches in aftersun, by top ten brands, January 2011-October 2012
Consolidation in the aftersun market
Moisturising – number one claim
Figure 22: New product launches in aftersun, by top ten claims, January 2011-October 2012
Echoes from the skincare market
Time and speed
 SELF-TAN
Leading innovators (company)
Figure 23: New product launches in self-tan, by top ten companies, January 2011-October 2012
Leading innovators (brand)
Figure 24: New product launches in self-tan, by top ten brands, January 2011-October 2012
Leading launch claims
Figure 25: New product launches in self-tan, by top ten claims, January 2011-October 2012
 COMPETITION FROM BEAUTY AND PERSONAL CARE PRODUCTS WITH ADDED BENEFITS
Figure 26: NPD in UV protection, % share by category, UK, January 2011-October 2012
Key sectors with added benefits – colour cosmetics and skincare
 NPD IN UV PROTECTION IN BEAUTY AND PERSONAL CARE CATEGORIES
Figure 27: NPD in UV protection, by sub-category, UK, January 2011-October 2012
UV protection in facial skincare
 OTHER KEY LAUNCHES BY SECTOR
 SUN PROTECTION
Only organic
Lightweight formulae gather pace
Focus on texture
Anti-ageing gets specific
Products for men
Segmentation within children’s sub sector
Multi-purpose products for blending
Parts of the body (and tattoos…)
Nuts about Brazil
Going darker – the influence of reality TV
Sponsorship and charity links
Different sizes and shapes
Protection from the sun (and other things ….)
 AFTERSUN
Travel size
Restore and protect not shimmer and shine
Also good for…hot flushes
Focus on sensitive skin
 SELF-TAN
Long may it last
Odour – sweeter smelling
Reality TV stars launch self-tan lines
Self-tan gets darker
Men only
Lightly does it
Sensitive skin – a focus for self-tan
Gel formats evolving
Ease of use evolves
For specific parts of the body
Multipurpose products
What next?
There could be a future for suncare products that are…
MARKET SIZE AND FORECAST
Key points
Value sales of suncare products
Figure 28: Value sales of Suncare Products, 2007-17
Light usage restricts market
The future
Figure 29: Best- and worst-case scenario for retail value sales of suntan products, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Sun protection picks up momentum in 2012
Figure 30: UK estimated retail value sales of Suncare Products, by sector, 2010-12
Self-tan – star performer
Aftersun loses its shine
MARKET SHARE
Key points
Concentrated market
Figure 31: UK estimated value sales of suncare products, by company, year ending September 2011-September 2012
Ambre Solaire steals a lead
Boots’ Soltan loses its shine
Nivea Sun – sales and market share fall
Piz Buin fares well
Niche positioning underpin Riemann and Hawaiian Tropic
Mixed fortunes for self-tan brands
Other brands raise their profile
Own-labels fare well
COMPANIES AND PRODUCTS
 L’ORÉAL
Figure 32: Selected products launched by L’Oréal in the suncare market in the UK, April 2012-September 2012
Marketing and advertising
Boots
Figure 33: Selected products launched by Boots in the suncare market in the UK, April 2012-September 2012
Beiersdorf
Figure 34: Selected products launched by Beiersdorf in the suncare market in the UK, April 2012-September 2012
Johnson & Johnson
Figure 35: Selected products launched by Johnson & Johnson in the suncare market in the UK, April 2012-September 2012
Avon
Figure 36: Selected products launched by Avon in the suncare market in the UK, April 2012-September 2012
Clarins
Figure 37: Selected products launched by Clarins in the suncare market in the UK, April 2012-September 2012
Coty
Figure 38: Selected products launched by Coty in the suncare market in the UK, April 2012-September 2012
Fake Bake
Riemann
Hawaiian Tropic
BRAND RESEARCH
Brand map
Figure 39: Attitudes towards and usage of brands in the suncare sector, September 2012
Correspondence analysis
Brand attitudes
Figure 40: Attitudes by suncare brand, September 2012
Brand personality
Figure 41: Suncare brand personality – macro image, September 2012
Figure 42: Suncare brand personality – micro image, September 2012
Brand experience
Figure 43: Suncare brand usage, September 2012
Figure 44: Satisfaction with various suncare brands, September 2012
Figure 45: Consideration of suncare brands, September 2012
Figure 46: Consumer perceptions of current suncare brand performance, September 2012
Figure 47: Suncare brand recommendation – Net Promoter Score, September 2012
Brand index
Figure 48: Suncare brand index, September 2012
Figure 49: Suncare brand index vs. recommendation, September 2012
Target group analysis
Figure 50: Target groups, September 2012
Figure 51: Suncare brand usage, by target groups, September 2012
Group One – Conformists
Group Two – Simply the best
Group Three – Shelf stalkers
Group Four – Habitual shoppers
Group Five – Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Downward trend in advertising spend
Figure 52: Suncare products, topline adspend, January 2008-October 2012
Low adspend/sales ratio
Companies shift focus to multi-product advertising
Figure 53: Trends in advertising spend on suntan products, by category, January 2008-October 2012
Advertising by sun protection factor
Figure 54: Trends in advertising spend on suntan products, by sun protection factor, January 2008-October 2012
Leading innovators
Figure 55: Top five advertisers in the UK suntan products market, January-October 2012
Beiersdorf – biggest adspend budget in 2012
Other major multinationals reign in spending
TV advertising dominates
Figure 56: Trends in above the line media spend on suncare products, by media type, January 2008-October 2012
New ideas for outdoor promotion
Online initiatives
Exploiting opportunities offered by social media
CHANNELS TO MARKET
Key points
Boots – top suncare retailer
Figure 57: UK retail sales of suntan products, by outlet type, 2011 and 2012
Superdrug and Lloyds Pharmacy
Convenience, discounting and own-label innovation drive supermarket sales
Economic squeeze boosts discounters’ profiles
Department stores – counter trends at play
Online and direct selling get smart
CONSUMER USAGE AND FREQUENCY
Key points
Trends in product usage
Figure 58: Types of suntan and sun protection products used most often, 2008-12
Sun protection
Aftersun
Men using more aftersun
Marked gender differential in self-tan
Self-tan – men’s changing attitudes
Pre-sun products
Accessories and equipment
Trends in frequency of use
Figure 59: Usage of suntan and sun protection products (including self-tanning), 2008-12
Women and men – different usage levels
Figure 60: Volume Importance Index (VII) of suntan and sun protection product usage, by gender, 2012
Increase in non-usage
Trend to heavier usage
Consumers move to higher SPFs
Figure 61: Usage and intention towards using suncare products, October 2012
Marketing aimed at increasing usage of high and medium SPFs
Most likely purchasers of medium SPF sun protection
Consumer reservations about high SPF sun protection
Low SPF – low priority
SPF skincare and cosmetics – potential for growth
Aftersun – it is a female thing
Women more careful than men
Figure 62: Sun protection factors used most often, by gender, 2012
Self-tan – high level of non-usage
Figure 63: Usage and intention towards using self-tanning products, October 2012
Gender differential
FACTORS INFLUENCING PURCHASE OF SUN PROTECTION
Key points
Attitudes towards buying sun protection products
Figure 64: Attitudes towards buying sun protection products, October 2012
Own-label – triggers to purchase
Bargain hunters
Prestige skincare brands evolve
3 in 10 look for a waterproof formula
Only 15% buy for different family members
CONSUMER ATTITUDES TOWARDS SUN PROTECTION
Key points
Avoiding risk of burning and developing skin cancer – key focus
Figure 65: Attitudes towards sun protection products, October 2012
Use as instructed (or not…)
Anti-ageing and antioxidants
Using sun protection as well as other products with SPF
Sun protection is not just for holidays…or is it?
Sun protection and Vitamin D
Need for clarity on unfinished bottles…
Wanting a tan
CONSUMER ATTITUDES TOWARDS SELF-TANNING
Key points
Main aim – to achieve a holiday glow
Figure 66: Attitudes towards self-tanning products amongst users, October 2012
Improvement in ease of use
Staining is still an issue
Safety concerns
Attitudes amongst non-users of self-tanning products
Figure 67: Attitudes towards self-tanning products amongst non-users, October 2012
Cost – an impediment to purchase
CONSUMER ATTITUDES TOWARDS AFTER-SUN PRODUCTS
Key points
Interest in added benefits of aftersun products
Figure 68: Interest in added benefits of after-sun products, October 2012
Prioritising portability
More emphasis on repairing damage than preventing it
Need to cool down
Too much emphasis on natural ingredients?
Enhancing a tan – lower priority
Vitamin D
CONSUMER TYPOLOGIES
Key points
Figure 69: Consumer typologies, October 2012
Uninvolved (30%)
Fair-weathered (23%)
Sunshine Monitors (18%)
The Protectors (15%)
Well Covered (14%)
APPENDIX – MARKET DRIVERS
Figure 70: Agreement with the selected lifestyle statements, by demographics, 2012
APPENDIX – BRAND RESEARCH
Figure 71: Brand usage, September 2012
Figure 72: Brand commitment, September 2012
Figure 73: Brand momentum, September 2012
Figure 74: Brand diversity, September 2012
Figure 75: Brand satisfaction, September 2012
Figure 76: Brand recommendation, September 2012
Figure 77: Brand attitude, September 2012
Figure 78: Brand image – Macro personality, September 2012
Figure 79: Brand image – Micro image, September 2012
Figure 80: Profile of target groups, by demographics, September 2012
Figure 81: Psychographic segmentation by target groups, September 2012
Figure 82: Brand usage, by target groups, September 2012
Brand index
Figure 83: Brand index, September 2012
APPENDIX – CONSUMER USAGE AND FREQUENCY
Figure 84: Usage of suntan and sun protection products (including self-tanning), by demographics, 2012
Figure 85: Usage of suntan and sun protection products (including self-tanning), by demographics, 2012
Sun protection
Figure 86: Usage experience of sun protection, by demographics, October 2012
Products with added SPF benefits
Figure 87: Usage experience of products with added SPF benefits, by demographics, October 2012
Sun protection with high level SPF
Figure 88: Usage experience of sun protection with a high level SPF, by demographics, October 2012
Sun protection with medium level SPF
Figure 89: Usage experience of sun protection with a medium level SPF, by demographics, October 2012
Aftersun
Figure 90: Usage experience of aftersun products, by demographics, October 2012
Facial moisturiser with SPF
Figure 91: Usage experience of facial moisturiser with SPF, by demographics, October 2012
Sun protection with low level SPF
Figure 92: Usage experience of sun protection with a low level SPF, by demographics, October 2012
Make-up with SPF
Figure 93: Usage experience of make-up with SPF, by demographics, October 2012
Body moisturiser with SPF
Figure 94: Usage experience of body moisturiser with SPF, by demographics, October 2012
Self-tan products
Figure 95: Usage experience of self-tan products by demographics, October 2012
Pre-tan accelerator
Figure 96: Usage experience of pre-tan accelerator products by demographics, October 2012
Gradual tanner products
Figure 97: Usage experience of gradual tanner products by demographics, October 2012
Tanning oil or lotion without SPF
Figure 98: Usage experience of tanning oil or lotion without SPF products by demographics, October 2012
Oral tanning supplements products
Figure 99: Usage experience of oral tanning supplements products by demographics, October 2012
Sunbed or tanning salon products
Figure 100: Usage experience of sunbed or tanning salon products by demographics, October 2012
Salon spray with tan products
Figure 101: Usage experience of salon spray with tan products by demographics, October 2012
APPENDIX – FACTORS INFLUENCING PURCHASE OF SUN PROTECTION
Figure 102: Most popular attitudes towards buying suncare products, by demographics, October 2012
Figure 103: Next most popular attitudes towards buying suncare products, by demographics, October 2012
APPENDIX – CONSUMER ATTITUDES TOWARDS SUN PROTECTION
Figure 104: Most popular attitudes towards using suncare products, by demographics, October 2012
Figure 105: Next most popular attitudes towards using suncare products, by demographics, October 2012
APPENDIX – CONSUMER ATTITUDES TOWARDS SELF-TANNING
Figure 106: Most popular attitudes towards self-tanning products amongst users, by demographics, October 2012
Figure 107: Next most popular attitudes towards self-tanning products amongst users, by demographics, October 2012
Figure 108: Most popular attitudes towards self-tanning products amongst non-users, by demographics, October 2012
Figure 109: Next most popular attitudes towards self-tanning products amongst non-users, by demographics, October 2012
APPENDIX – CONSUMER ATTITUDES TOWARDS AFTERSUN PRODUCTS
Figure 110: Number of aftersun added benefits people are interested, most popular by added benefits of interest, October 2012
Figure 111: Number of aftersun added benefits people are interested, next most popular by added benefits of interest, October 2012
Figure 112: Number of aftersun added benefits people are interested, other by added benefits of interest, October 2012
Easy to carry around
Figure 113: Interest in added benefits of aftersun products that are easy to carry around with you/take on holiday, by demographics, October 2012
Help repair skin damaged by the sun
Figure 114: Interest in added benefits of aftersun products which help repair skin damaged by the sun, by demographics, October 2012
Cooling effect
Figure 115: Interest in added benefits of aftersun products with a cooling effect, by demographics, October 2012
With insect repellent
Figure 116: Interest in added benefits of aftersun products with insect repellent, by demographics, October 2012
With natural ingredients
Figure 117: Interest in added benefits of aftersun products with natural ingredients, by demographics, October 2012
With Vitamin D
Figure 118: Interest in added benefits of aftersun products with Vitamin D, by demographics, October 2012
With anti-aging properties
Figure 119: Interest in added benefits of aftersun products with anti-aging properties, by demographics, October 2012
Tan prolonging
Figure 120: Interest in added benefits of aftersun products that prolong your tan, by demographics, October 2012
Enable you to spend more time in the sun
Figure 121: Interest in added benefits of aftersun products that enable you to spend more time in the sun, by demographics, October 2012
Deepen your tan
Figure 122: Interest in added benefits of aftersun products that deepen your tan, by demographics, October 2012
Skin glow
Figure 123: Interest in added benefits of aftersun products that make your skin glow, by demographics, October 2012
Skin shimmer
Figure 124: Interest in added benefits of aftersun products that make your skin shimmer, by demographics, October 2012
With fake tan
Figure 125: Interest in added benefits of aftersun products with fake tan, by demographics, October 2012
Number of benefits interested in
Figure 126: Number of aftersun added benefits people are interested, by demographics, October 2012
APPENDIX – CONSUMER TYPOLOGIES
Figure 127: Target groups, by demographics, October 2012
Figure 128: Attitudes towards using sun protection products, by target groups, October 2012
Figure 129: Attitudes towards buying sun protection products, by target groups, October 2012
Figure 130: Usage experience of suncare products, by target groups, October 2012