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Suncare - UK - November 2015

OVERVIEW
What you need to know
Products covered in this report
Excluded
EXECUTIVE SUMMARY
Flat sales projected
Figure 1: Best- and worst-case forecast for retail value sales of mass market suncare products, 2010-20
Consumers take sun protection more seriously
Figure 2: Usage of sun protection products in the past 12 months and interest in future usage, August 2015
Just 13% of consumers wear suncare on a daily basis
Figure 3: Frequency of usage of sun protection, August 2015
Expanding educational campaigns
Figure 4: Barriers to using suncare on a daily basis, August 2015
Making aftersun essential
Figure 5: Attitudes towards aftersun, August 2015
Falling usage of self-tanning products
Figure 6: Usage of self-tan and other non-SPF suncare products in the past 12 months, August 2014 and August 2015
What we think
ISSUES AND INSIGHTS
Engaging with older consumers
The facts
The implications
Countering the UK’s lack of sunshine
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Lower sunshine levels cause fall in value sales
Consumer emphasis on value drives down unit price of sun protection
Premiumisation boosts value sales in the self-tan category
Lidl and Aldi help bolster sales through grocery multiples
UK demographic profile continues to age
Sunscreen lotions fail protection tests
Rise in concerns about UK’s vitamin D levels
MARKET SIZE AND FORECAST
Value sales to fall in 2015
Figure 7: Value sales of mass market suncare products, 2010-20
Flat sales predicted
Figure 8: Best- and worst-case forecast for retail value sales of mass market suncare products, 2010-20
SEGMENT PERFORMANCE
Weather impacts sales of sun protection and aftersun
Figure 9: UK retail value sales of mass market suncare products, by segment, 2014-15
Premiumisation boosts value sales in the self-tan category
CHANNELS TO MARKET
Boots loses market share
Figure 10: UK retail value sales of mass market suncare products, by outlet type, 2014-15
Simplifying the shopper experience
Discounters continue to steal share
MARKET DRIVERS
Child population remains buoyant
Figure 11: Trends in the age structure of the UK population, 2010-20
Boom in skin cancer rates further highlights importance of suncare
Figure 12: Malignant melanoma, average number of new cases per year and age-specific incidence rates per 100,000 population, UK, 2009-11
Sunshine hours down in 2015
Figure 13: Hours of sunshine, by season, 2010-14
Rise in concern about UK’s vitamin D levels
Foreign beaches prove a popular holiday destination
Figure 14: Types of holiday taken in the past 12 months, by destinations visited, October 2014
Sunscreen lotions fail protection tests
KEY PLAYERS – WHAT YOU NEED TO KNOW
Own-label overtakes independent brands
Other brands steal share
Established sun protection brands deemed trustworthy…
…whilst self-tan brands prove less trusted
Advertising expenditure falls in suncare market
NIVEA takes global educational stance
Rise in high SPF launches
Sun protection claims align with facial skincare category
MARKET SHARE
Own-label overtakes independent brands
Figure 15: UK retail value sales of suncare products, by brand, years ending July 2014 and 2015
Other brands steal share
BRAND RESEARCH
Brand map
Figure 16: Attitudes towards and usage of selected suncare brands, September 2015
Key brand metrics
Figure 17: Key metrics for selected suncare brands, September 2015
Brand attitudes: Boots Soltan noted for value, self-tanning brands for innovation
Figure 18: Attitudes, by suncare brand, September 2015
Brand personality: Most brands seen as accessible; Vita Liberata most exclusive brand
Figure 19: Brand personality – Macro image, September 2015
NIVEA Sun and Garnier Ambre Solaire share perception of efficacy, caring and expertise
Figure 20: Brand personality – Micro image, September 2015
Brand analysis
NIVEA Sun leads the way across many different metrics
Figure 21: User profile of NIVEA Sun, September 2015
Garnier Ambre Solaire has additional element of glamour but lacks same perception of caring as NIVEA Sun
Figure 22: User profile of Garnier Ambre Solaire, September 2015
Boots Soltan noted for value, but struggles to create enthusiastic reviews
Figure 23: User profile of Boots Soltan, September 2015
Hawaiian Tropic has a more rounded image
Figure 24: User profile of Hawaiian Tropic, September 2015
Vita Liberata’s inclusion in salons and spas reflects exclusive brand image
Figure 25: User profile of Vita Liberata, September 2015
Fake Bake has youthful image, but suffers from being seen as tacky by some
Figure 26: User profile of Fake Bake, September 2015
BRAND COMMUNICATION AND PROMOTION
Advertising expenditure falls in suncare market
Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products, by quarter, January 2012- September 2015
Encouraging year-round sun protection usage
Figure 28: Project Black Dot, September 2015
Mixed marketing channels
Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products, % share by media type, January 2012-September 2015
Beiersdorf leads adspend in 2015
Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products^, % share by advertiser, January 2012-September 2015
Figure 31: La Roche-Posay ‘Skin Checker’ campaign, April 2015
Superdrug launches self-tan campaign
Figure 32: Smart Girls Fake It Campaign, June 2015
Coverage/methodology clarification
LAUNCH ACTIVITY AND INNOVATION
Increase in suncare launches
Figure 33: New product development in the suncare category, by sub-category, January 2012-September 2015
Rise in high SPF launches
Figure 34: New product development in the sun/sunbed exposure sub-category, by SPF rating, January 2012-September 2015
Figure 35: Examples of new product launches with high SPF in sun/sunbed exposure sub-category, January 2015-September 2015
Notable self-tan launches
Figure 36: Examples of self-tan product launches, January-September 2015
Never Miss A Spot aims to improve the application experience
Figure 37: Never Miss A Spot range, PHD Skincare, 2015
Launch activity driven by repackaging and relaunches
Figure 38: New product development in the suncare category, by launch type, January 2012-August 2015
Figure 39: The NIVEA Sun range repackaging, 2014
Suncare claims align with skincare market
Figure 40: Fastest growing product positioning claims in the sun/sunbed exposure sub-category, 2013-14
Figure 41: Fastest growing product positioning claims in the aftersun sub-category, 2013-14
Growth in free-from claims on self-tan products
Figure 42: Fastest growing product positioning claims in the self-tan sub-category, 2013-14
Figure 43: Examples of aftersun products carrying paraben-free and alcohol-free claims, 2014
THE CONSUMER – WHAT YOU NEED TO KNOW
Parents take sun protection most seriously
Usage of sun protection falls significantly alongside age
Sun protection usage largely driven by the weather
Bridging the gender gap
Updating educational campaigns
Two in five consumers use aftersun
Falling usage of self-tan products
USAGE OF SUN PROTECTION PRODUCTS
Consumers take sun more seriously
Figure 44: Usage of sun protection products in the past 12 months and interest in future usage, August 2015
Parents prove most conscientious sun protection users
Figure 45: Usage of sun protection products in the past 12 months and interest in future usage, by age of children present in home, August 2015
Usage of suncare falls significantly with age
Figure 46: Any use of sun protection products (excluding cosmetics with SPF) in the past 12 months, August 2015
Closing the gender gap
Figure 47: Usage of sun protection products in the past 12 months, by gender, August 2015
BARRIERS TO DAILY USAGE OF SUN PROTECTION
Just 13% of consumers wear suncare on a daily basis
Figure 48: Frequency of usage of sun protection, August 2015
Men prove significantly more likely to only use sun protection on holiday
Figure 49: Frequency of usage of sun protection, by gender, August 2015
Expanding educational campaigns
Figure 50: Barriers to using suncare on a daily basis, August 2015
Skincare concerns
Figure 51: Barriers to using suncare on a daily basis, by age, August 2015
Concerns over vitamin D deficiency
PERCEPTIONS OF SUN PROTECTION FORMATS
Lotions/creams deemed the most moisturising
Figure 52: Correspondence analysis – Perceptions of sun protection formats, August 2015
Figure 53: Perceptions of suncare formats, August 2015
Changing perceptions of sun protection oils
Sun protection sprays could drive usage amongst men
ATTITUDES TOWARDS AFTERSUN
Two in five consumers use aftersun
Figure 54: Usage of aftersun in the past 12 months and interest in future usage, August 2015
Aftersun usage rises amongst users of low SPF sun protection
Figure 55: Usage of aftersun in last 12 months, by usage of all suncare products in last 12 months, August 2015
Making aftersun essential
Figure 56: Attitudes towards aftersun, August 2015
Aftersun vs regular body moisturiser
Opportunity for different aftersun formats
Figure 57: ORS Shealicious Hair Conditioning Cocktails
USAGE OF SELF-TAN AND OTHER NON-SPF SUNCARE PRODUCTS
Falling usage of self-tan products
Figure 58: Usage of self-tan and other non-SPF suncare products in the past 12 months, August 2014 and August 2015
Young adults more engaged with sun-free tanning
Figure 59: Usage of self-tan and other non-SPF suncare products in the past 12 months, by age, August 2015
Future interest is highest in gradual tanners
Figure 60: Usage of self-tan and other non-SPF suncare products in the past 12 months and interest in future usage, August 2015
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations
Fan chart forecast
Brand research
Brand map
Correspondence analysis
APPENDIX – KEY PLAYERS
Figure 61: New product development in the suncare category, by top five ultimate companies and other, 2014

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