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Suncare - UK - December 2016

OVERVIEW
What you need to know
Products covered in this report
Excluded
EXECUTIVE SUMMARY
Slow and steady growth
Figure 1: Best- and worst-case forecast for retail value sales of mass market suncare products, 2011-21
Higher temperatures but fewer sunshine hours
Added benefits driving self-tanning sector
Figure 2: UK retail value sales of mass market artificial sun tan preparation products by brand, year ending October 2016
NPD drives suncare sales
Figure 3: UK retail value sales of mass market sun protection and after sun products by brand, year ending October 2016
NPD in new usage occasions
Figure 4: New product development in the suncare category, by launch type, January 2013-September 2016
Greater focus on advertising
Figure 5: Recorded above-the-line, online display and direct mail total advertising expenditure in the suncare category, January 2013-September 2016
SPF usage sees a rise
Figure 6: Usage of suncare products, October 2016
Beliefs in myths is high
Figure 7: Beliefs on sun protection, October 2016
Sunny weather impacts purchase decisions
Figure 8: Reasons for not purchasing sun protection products, October 2016
Young men are using self-tanning products
Figure 9: Usage of self-tanning products, October 2016
Easy-to-use self-tanning products have appeal
Figure 10: Usage motivations for self-tanning products, October 2016
What we think
ISSUES AND INSIGHTS
Reassessing the ratings system
The facts
The implications
Suncare products are saved for reuse
The facts
The implications
Making sampling in self-tanning easier
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Slow and steady growth
Sun protection and self-tanning see little change in value
Higher temperatures but lower sunshine hours in 2016
In-shower occasion sees NPD
Increased spending on skincare
MARKET SIZE AND FORECAST
A market with little change
Figure 11: Value sales of mass market suncare products, 2011-21
Slow and steady growth predicted
Figure 12: Best- and worst-case forecast for retail value sales of mass market suncare products, 2011-21
Forecast methodology
The impact of the EU referendum vote
Suncare performed well in the past
Figure 13: Alternative market scenarios for the post-Brexit mass market suncare market, at current prices, 2016-21
Figure 14: Detailed Post-Brexit scenarios for the mass market suncare market, at current prices, 2016-21
Little immediate reaction among suncare shoppers
A sector reliant on weather
MARKET SEGMENTATION
Sun protection and self-tanning impacted by savvy shopping behaviours
Figure 15: UK retail value sales of mass market suncare products, by segment, 2015-16 (est)
CHANNELS TO MARKET
Savvy shopping behaviours drive discounters
Figure 16: UK retail value sales of mass market suncare products, by outlet type, 2015-16 (est)
MARKET DRIVERS
Educating young people
Figure 17: Trends in the age structure of the UK population, 2011-21
Higher temperatures but fewer sunshine hours
Figure 18: Total number of sunshine hours per season, 2015-16
In-shower occasion sees NPD
Figure 19: Activities performed whilst bathing or showering, by gender, October 2015
UV protecting haircare
Figure 20: Changes in haircare habits in the past 12 months, January 2016
Spending more on skincare
Figure 21: Changes in usage of bodycare products in the last 12 months, April 2016
KEY PLAYERS – WHAT YOU NEED TO KNOW
NPD drives market value in 2016
Usage occasions provide NPD opportunities
Environmentally friendly claims rise in focus
Own-label shows innovation in 2015
Advertising spend increases
NIVEA increases its advertising spend
Usage translates to trust
MARKET SHARE
Added benefits driving self-tanning sector
Figure 22: UK retail value sales of mass market artificial sun tan preparation products by brand, years ending October, 2015 and 2016
NPD drives suncare sales
Figure 23: UK retail value sales of mass market sun protection and after sun products by brand, years ending October 2015 and 2016
LAUNCH ACTIVITY AND INNOVATION
Creating new usage occasions
Figure 24: New product development in the suncare category, by launch type, January 2013-September 2016
Figure 25: Examples of overnight self-tanning products, 2015 and 2016
Water as a theme
Figure 26: Examples of launches in the sun-tanning segment with a water format, 2016
Sun protection goes broader
Figure 27: New product development in the suncare category, by sub-category, January 2013-September 2016
Figure 28: Examples of sun protection launches offering broader protection, 2015 and 2016
Environmentally friendly claims see a rise
Figure 29: Top three fastest growing and fastest declining claims in the UK sun/sunbed exposure sub-category, percentage point change as a share of total NPD, 2014-15
Social media in self-tanning
Figure 30: Top three fastest growing and fastest declining claims in the UK self-tanning sub-category, percentage point change as a share of total NPD, 2014-15
Aftersun sees rise in appearance benefits
Figure 31: Top three fastest growing and fastest declining claims in the UK after sun sub-category, percentage point change as a share of total NPD, 2014-15
Own-label brands see activity in 2015
Figure 32: New product launches in the UK suncare category, by top five ultimate companies and others, 2015
Diagnostics see innovation
Figure 33: June Netatmo and La Roche-Posay (L’Oréal) My UV Patch, 2015 and 2016
ADVERTISING AND MARKETING ACTIVITY
Advertising sees a rise in 2016
Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure in the suncare category, January 2013-September 2016
Outdoor inspiration
NIVEA saw sharp rise in spend
Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure in the suncare category, % share by top five advertisers in 2015 and others, January 2014-September 2016
Boots targets education at children
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 36: Attitudes towards and usage of selected brands, September 2016
Key brand metrics
Figure 37: Key metrics for selected brands, September 2016
Brand attitudes: P20 has a good reputation
Figure 38: Attitudes, by brand, September 2016
Brand personality: Fake Bake is fun and vibrant
Figure 39: Brand personality – macro image, September 2016
St Tropez has a glamorous image
Figure 40: Brand personality – micro image, September 2016
Brand analysis
St Tropez appeals to high earners
Figure 41: User profile of St Tropez, September 2016
Piz Buin risks being old-fashioned
Figure 42: User profile of Piz Buin, September 2016
P20 is considered ethical
Figure 43: User profile of P20, September 2016
Boots Soltan appeals to all ages
Figure 44: User profile of Boots Soltan, September 2016
Sally Hansen is expert
Figure 45: User profile of Sally Hansen, September 2016
Fake Bake appeals to men
Figure 46: User profile of Fake Bake, September 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Sun protection sees a rise in usage
Education opportunities for brands
Saving products for later use
Young men show rise in usage of self-tanning products
Ease-of-use drives self-tanning sector
USAGE OF SUNCARE PRODUCTS
Rise in usage of sun protection products
Figure 47: Trends in usage of suncare products, August 2015 and October 2016
High SPF has the highest usage
Figure 48: Usage of suncare products, October 2016
Make-up use amongst men
Figure 49: Usage of make-up with SPF in the last 12 months amongst men, October 2016
BELIEFS ON SUN PROTECTION
Consumers think they know it all
Figure 50: Beliefs on sun protection, October 2016
What’s UVA/UVB got to do with it?
Once-a-day suncare amongst young people
Figure 51: Selected Beliefs on sun protection by age, October 2016
PURCHASE OF SUNCARE PRODUCTS
Saving products for later use
Figure 52: Purchase of suncare and aftersun products, October 2016
Sunny weather impacts purchase decisions
Figure 53: Reasons for not purchasing sun protection products, October 2016
Smart clothing opportunities
Benefitting from sun exposure
Figure 54: Not purchasing sun protection product to benefit from sun exposure, by age, October 2016
USAGE OF SELF-TANNING PRODUCTS
Rise in use of self-tanning amongst men
Figure 55: Usage of self-tanning products, by gender, August 2015 and October 2016
Oral-tanning supplements see a rise
Figure 56: Usage of oral tanning supplements, August 2015 and October 2016
Gradual tanning opportunities in older people
Figure 57: Usage of self-tanning products, October 2016
Ease-of-use drives usage
Figure 58: Usage motivations for self-tanning products, October 2016
Sampling works
Special occasion tanning
Men are influenced by advertising
Figure 59: Influence of seeing new brands/products in-store or advertising in using self-tanning products, by gender, October 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

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