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Sun Protection and Sunless Tanners - US - November 2012

“As skin cancer and sun protection awareness campaigns continue to warn consumers about the dangers of UV exposure and the FDA continue to propose tightened product regulations, manufacturers will need to stay ahead of the curve in order to maintain consumer confidence in the category.”

– Shannon Romanowski, Beauty and Personal Care Analyst

Some questions answered in this report include:

  • What are the new product regulations impacting the sun protection category?
  • How does consumer confusion about claims on sun protection products impact the category?
  • How can brands offset losses to private label and increase value perception of suncare products?

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Table of contents

  1. 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

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2007-17
                        • Market factors
                          • Income impacts use of sun protection products
                            • Figure 2: Household income distribution, 2011
                          • Long-term effects of the sun a concern to the aging population
                            • Figure 3: U.S. Population, by age, 2012-17
                          • Number of households with children declining
                            • Figure 4: Households by presence of children, 2001-11
                          • Retail channels
                            • Figure 5: Sales of sun protection and sunless tanners, by channel, 2012
                          • The consumer
                            • Sunscreen with SPF between 30-50 has highest usage, though mostly used occasionally
                              • Figure 6: Sunscreen usage, any and daily use, July 2012
                            • Skincare products and makeup with SPF more likely to be used daily
                              • Figure 7: Skincare products and makeup with SPF usage, any and daily use, July 2012
                            • More than half of consumers buy water resistant formulas, branded products
                              • Figure 8: Suncare products purchased, any agree, July 2012
                            • Lotion has highest awareness and interest, closely followed by portable sizes
                              • Figure 9: Interest in trying sun protection products—forms, any interest, July 2012
                            • Added benefits generate high levels of interest
                              • Figure 10: Interest in trying sun protection products—benefits, July 2012
                            • What we think
                            • Issues in the Market

                                • What are the new product regulations impacting the sun protection category?
                                  • How does consumer confusion about claims on sun protection products impact the category?
                                    • How can brands offset losses to private label and increase value perception of suncare products?
                                    • Insights and Opportunities

                                      • Men
                                        • Multicultural
                                          • Haircare
                                          • Trend Applications

                                              • Trend: Prove It
                                                • Trend: Cool Vending
                                                  • 2015 trend: Access Anything, Anywhere
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sun protection and sunless tanning market expected to decline slightly in 2012
                                                        • After small decline in 2012, modest category growth predicted through 2017
                                                          • Sales and forecast of sun protection and sunless tanners
                                                            • Figure 11: Total U.S. retail sales and forecast of sun protection and sunless tanners, at current prices, 2007-17
                                                            • Figure 12: Total U.S. retail sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 13: Total U.S. sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Key points
                                                              • Income impacts use of sun protection products
                                                                • Figure 14: Household income distribution, 2011
                                                                • Figure 15: Disposable personal income (DPI), 2007-August 2012
                                                              • Fear of skin cancer, skin aging could drive category sales
                                                                • Figure 16: U.S. Population, by age, 2007-17
                                                                • Figure 17: Cancer Treatment Centers of America, TV ad, 2012
                                                              • Number of households with children declining
                                                                • Figure 18: Households by presence of children, 2001-2011
                                                            • Competitive Context

                                                              • Multifunctionality of skincare products and color cosmetics with SPF appeals to consumers
                                                                • Figure 19: Facial products making UV protection claims, 2007-12*
                                                                • Figure 20: Color cosmetics (facial) making UV Protection claims, 2007-12*
                                                              • Opportunities for sun protection market
                                                              • Segment Performance

                                                                • Key points
                                                                  • Sun protection and sunless tanner category experiencing slowdown in sales growth
                                                                    • Sales of sun protection and sunless tanners, by segment
                                                                      • Figure 21: Sales of sun protection and sunless tanners, segmented by type, 2010 and 2012
                                                                  • Segment Performance—Sunblock/Sunscreen

                                                                    • Key points
                                                                      • Modest sales growth forecast for sunblock/sunscreen segment
                                                                        • Sales and forecast of sunblock/sunscreen
                                                                          • Figure 22: Sales and forecast of sunblock/sunscreens, at current prices, 2007-17
                                                                      • Segment Performance—Sunless Tanners

                                                                        • Key points
                                                                          • Sunless tanner segment declining
                                                                            • Sales and forecast of sunless tanners
                                                                              • Figure 23: Sales and forecast of sunless tanners, at current prices, 2007-17
                                                                          • Segment Performance—Tanning Oil/Lotion

                                                                            • Key points
                                                                              • Tanning oil/lotion segment small, but growing
                                                                                • Sales and forecast of tanning oil/lotion
                                                                                  • Figure 24: Sales and forecast of tanning oil/lotion, at current prices, 2007-17
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Other retail channels represents largest share of category
                                                                                    • Drug stores, supermarkets losing share to other channels
                                                                                      • Sales of sun protection and sunless tanners, by channel
                                                                                        • Figure 25: Sales of sun protection and sunless tanners, by channel, 2010 and 2012
                                                                                    • Retail Channels—Supermarkets

                                                                                      • Key points
                                                                                        • After steady sales growth, supermarkets experiencing declines
                                                                                          • Supermarket sales of sun protection and sunless tanners
                                                                                            • Figure 26: Supermarket sales of sun protection and sunless tanners, at current prices, 2007-12
                                                                                        • Retail Channels—Drug Stores

                                                                                          • Key points
                                                                                            • Drug stores see sales decline for the first time in five years
                                                                                              • Drug store sales of sun protection and sunless tanners
                                                                                                • Figure 27: Drug store sales of sun protection and sunless tanners, at current prices, 2007-12
                                                                                            • Retail Channels—Other

                                                                                              • Key points
                                                                                                • Growth in other retailer channels is slowing
                                                                                                  • Figure 28: Other channel sales of sun protection and sunless tanners, at current prices, 2007-12
                                                                                              • Leading Companies

                                                                                                • Key points
                                                                                                  • Top three companies experiencing similar gains in sales, market share
                                                                                                    • Private label is key player in category
                                                                                                      • Manufacturer sales of sun protection and sunless tanners
                                                                                                        • Figure 29: MULO sales of sun protection and sunless tanners by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                    • Brand Share—Sunblock/Sunscreen

                                                                                                      • Key points
                                                                                                        • Energizer sees strongest gains in sunblock segment
                                                                                                          • Merck & Co., Johnson & Johnson see similar sales growth, though no gains in market share
                                                                                                            • Manufacturer sales of sunblock/sunscreen
                                                                                                              • Figure 30: MULO sales of sunblock/sunscreen by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                          • Brand Share—Sunless Tanners

                                                                                                            • Key points
                                                                                                              • L’Oreal, Johnson & Johnson seeing declines
                                                                                                                • Manufacturer sales of sunless tanners
                                                                                                                  • Figure 31: MULO sales of sunless tanners by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                              • Brand Share—Tanning Oil/Lotion

                                                                                                                • Key points
                                                                                                                  • Australian Gold leads tanning oil/lotion segment
                                                                                                                    • Energizer experiencing sales declines, losing share
                                                                                                                      • Manufacturer sales of tanning oil/lotion
                                                                                                                        • Figure 32: MULO sales of tanning oil/lotion by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                    • Innovations and Innovators

                                                                                                                      • New product launch trends
                                                                                                                        • Figure 33: Suncare products, by sub-category, 2007-12
                                                                                                                        • Figure 34: Suncare products, top ten claims, 2007-12
                                                                                                                      • Added benefits
                                                                                                                        • Tinted products
                                                                                                                          • Sunless tanners with sunscreen
                                                                                                                            • Natural ingredients
                                                                                                                              • Innovative forms
                                                                                                                              • Marketing Strategies

                                                                                                                                • Overview of the brand landscape
                                                                                                                                  • Brand analysis: Coppertone (Merck & Co.)
                                                                                                                                    • Figure 35: Brand analysis of Coppertone, 2012
                                                                                                                                  • Online initiatives
                                                                                                                                    • TV presence
                                                                                                                                      • Figure 36: Coppertone, television ad, 2012
                                                                                                                                    • Brand analysis: Banana Boat (Energizer Holdings)
                                                                                                                                      • Figure 37: Brand analysis of Banana Boat, 2012
                                                                                                                                    • Online initiatives
                                                                                                                                      • TV presence
                                                                                                                                        • Figure 38: Banana Boat, television ad, 2012
                                                                                                                                      • Print and other
                                                                                                                                        • Brand analysis: Neutrogena (Johnson & Johnson)
                                                                                                                                          • Figure 39: Brand analysis of Neutrogena, 2012
                                                                                                                                        • Online initiatives
                                                                                                                                          • TV presence
                                                                                                                                            • Figure 40: Neutrogena, television ad, 2012
                                                                                                                                          • Print and other
                                                                                                                                          • Usage—Tanning Products

                                                                                                                                            • Key points
                                                                                                                                              • Young women most likely to use tanning products
                                                                                                                                                • Figure 41: Tanning product usage, by gender and age, July 2012
                                                                                                                                              • Older consumers, lower income less likely to use tanning products
                                                                                                                                                • Figure 42: Tanning Product usage, by household income, July 2012
                                                                                                                                            • Usage—Sunscreen

                                                                                                                                              • Key points
                                                                                                                                                • Sunscreen SPF 30-50 has highest reported usage
                                                                                                                                                  • Figure 43: Sunscreen usage, by gender and age, July 2012
                                                                                                                                                • Higher income groups more likely to use sunscreen
                                                                                                                                                  • Figure 44: Sunscreen usage, by household income, July 2012
                                                                                                                                                • Use of sunscreen products higher among households with children
                                                                                                                                                  • Figure 45: Sunscreen usage, by presence of children in household, July 2012
                                                                                                                                              • Usage—Products with SPF

                                                                                                                                                • Key points
                                                                                                                                                  • Facial moisturizers and makeup with SPF more likely to be used daily
                                                                                                                                                    • Men less likely to use products with SPF
                                                                                                                                                      • Figure 46: Skincare products with SPF usage, by gender and age, July 2012
                                                                                                                                                  • Usage—Sunless Tanners

                                                                                                                                                    • Key points
                                                                                                                                                      • Young women drive use of sunless and gradual tanners
                                                                                                                                                        • Sunless tanners have low penetration among men, older consumers
                                                                                                                                                          • Figure 47: Sunless Tanner usage, by gender and age, July 2012
                                                                                                                                                        • Use of sunless tanner products higher among households with children
                                                                                                                                                          • Figure 48: Sunless tanner usage, by presence of children in household, July 2012
                                                                                                                                                      • Product Information

                                                                                                                                                        • Key points
                                                                                                                                                          • Friends/family most relied on source for sun product information
                                                                                                                                                            • Younger consumers more likely to rely on TV, internet, and magazines
                                                                                                                                                              • Figure 49: Information about suncare products, by gender and age, July 2012
                                                                                                                                                            • Households with children more likely to rely on friends/family for suncare product information
                                                                                                                                                              • Figure 50: Information about suncare products, by presence of children in household, July 2012
                                                                                                                                                          • Purchase Behavior

                                                                                                                                                            • Key points
                                                                                                                                                              • More than half of consumers purchase water resistant formulas
                                                                                                                                                                • Most consumers buying brand name suncare products, followed by private label
                                                                                                                                                                  • Purchasing of broad spectrum products varies by age, gender
                                                                                                                                                                    • Figure 51: Suncare products purchased, by gender and age, July 2012
                                                                                                                                                                  • Households with children motivated by functional benefits, price
                                                                                                                                                                    • Figure 52: Suncare products purchased, by presence of children in household, July 2012
                                                                                                                                                                • Brands Used

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Coppertone, Banana Boat most used suncare brands
                                                                                                                                                                      • Neutrogena more likely to be used by women
                                                                                                                                                                        • Figure 53: Use of suntan, sunscreen, after sun and sunless tanning products, by gender, April 2011-June 2012
                                                                                                                                                                        • Figure 54: Use of suntan, sunscreen, after sun and sunless tanning products, by age, April 2011-June 2012
                                                                                                                                                                      • Product use differs by brand
                                                                                                                                                                        • Figure 55: Use of suntan, sunscreen, after sun and sunless tanning products, by suntan/screen & sunless prods-types, April 2011-June 2012
                                                                                                                                                                    • Usage Behavior

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Sun protection product usage driven by occasion
                                                                                                                                                                          • Most consumers not following application instructions on packaging
                                                                                                                                                                            • Women more likely to use different SPF on their face
                                                                                                                                                                              • Figure 56: Sun protection usage behavior, by gender and age, July 2012
                                                                                                                                                                              • Figure 57: Sun protection usage behavior on vacation, by gender and age, July 2012
                                                                                                                                                                            • Households with children more likely to purchase different products for the family
                                                                                                                                                                              • Figure 58: Sun protection usage behavior, by presence of children in household, July 2012
                                                                                                                                                                          • Interest in Product Forms

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Lotion is the product form that generates highest level of interest
                                                                                                                                                                                • Figure 59: Interest in trying sun protection products-forms, by gender and age, July 2012
                                                                                                                                                                                • Figure 60: Sun protection products, by top three package types, 2007-12*
                                                                                                                                                                              • Opportunities for towelettes and portable/travel sizes
                                                                                                                                                                                • Figure 61: Interest in trying sun protection products-forms, July 2012
                                                                                                                                                                            • Interest in Product Benefits

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Sun protection with natural ingredients broadly appealing
                                                                                                                                                                                  • Figure 62: Interest in trying sun protection products-benefits, July 2012
                                                                                                                                                                                • Added benefits generate high consumer interest, particularly among women
                                                                                                                                                                                  • Figure 63: Interest in trying sun protection products-benefits, by gender and age, July 2012
                                                                                                                                                                              • Attitudes Toward Suncare

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Majority of consumers think sunscreen is an important part of a healthy lifestyle
                                                                                                                                                                                    • More than half of consumers think private label works as well as branded products
                                                                                                                                                                                      • Half of women who use suncare, 35-54, concerned about lack of vitamin D
                                                                                                                                                                                        • Figure 64: Attitudes toward suncare products, by gender and age, any agree, July 2012
                                                                                                                                                                                        • Figure 65: Attitudes toward suncare products, by presence of children in household, July 2012
                                                                                                                                                                                    • Attitudes Toward Sunless Tanners

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Majority of users think that sunless tanners are a safe way to tan
                                                                                                                                                                                          • Figure 66: Attitudes toward sunless tanners, by gender, July 2012
                                                                                                                                                                                        • Opportunities exist to improve sunless tanning products
                                                                                                                                                                                          • Figure 67: Attitudes toward sunless tanners, by age, July 2012
                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Hispanics more likely to use tanning products
                                                                                                                                                                                            • Asians highly engaged in the category
                                                                                                                                                                                              • Black consumers have low participation in category
                                                                                                                                                                                                • Suncare usage and information seeking, by race/Hispanic origin
                                                                                                                                                                                                  • Figure 68: Suncare product usage, by race/Hispanic origin, July 2012
                                                                                                                                                                                                  • Figure 69: Information about suncare products, by race/Hispanic origin, July 2012
                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                  • Figure 70: Target clusters, July 2012
                                                                                                                                                                                                • Cluster 1: Confident
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                      • Cluster 2: Basics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunities
                                                                                                                                                                                                            • Cluster 3: Involved
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunities
                                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                                    • Figure 71: Suncare product usage, by target clusters, July 2012
                                                                                                                                                                                                                    • Figure 72: Sun protection usage behavior, by target clusters, July 2012
                                                                                                                                                                                                                    • Figure 73: Interest in trying sun protection products, by target clusters, July 2012
                                                                                                                                                                                                                    • Figure 74: Suncare products purchased, by target clusters, July 2012
                                                                                                                                                                                                                    • Figure 75: Attitudes toward suncare products, by target clusters, July 2012
                                                                                                                                                                                                                    • Figure 76: Information about suncare products, by target clusters, July 2012
                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                    • Figure 77: Target clusters, by demographic, July 2012
                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                  • Key Household Purchase Measures—SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                                                      • Overview of sunscreen lotion/oil
                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 78: Brand map, selected brands of sunscreen lotion and oil, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 79: Key purchase measures for the top brands of suntan lotion and oil, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                              • Figure 80: Suncare product usage, by gender, July 2012
                                                                                                                                                                                                                              • Figure 81: Product usage, by product usage, July 2012
                                                                                                                                                                                                                              • Figure 82: Products with SPF usage, by household income, July 2012
                                                                                                                                                                                                                              • Figure 83: Sunless Tanner usage, by household income, July 2012
                                                                                                                                                                                                                              • Figure 84: Product usage, by product usage, July 2012
                                                                                                                                                                                                                              • Figure 85: Product usage, by product usage, July 2012
                                                                                                                                                                                                                              • Figure 86: Sun protection usage behavior on vacation, by presence of children in household, July 2012
                                                                                                                                                                                                                          • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                              • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • American Academy of Dermatology
                                                                                                                                                                                                                                • American Cancer Society (ACS)
                                                                                                                                                                                                                                • Energizer Holdings, Inc.
                                                                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                                                                • Merck & Co. Inc.
                                                                                                                                                                                                                                • Neutrogena Corporation
                                                                                                                                                                                                                                • Skin Cancer Foundation
                                                                                                                                                                                                                                • Society of Cosmetic Chemists (SCC)

                                                                                                                                                                                                                                Sun Protection and Sunless Tanners - US - November 2012

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