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Sun Protection and Sunless Tanners - US - November 2013

“The sun protection and sunless tanners category is starting to show signs of struggle. There are some specific challenges that need to be addressed. Companies need to better engage with men to educate them around sun protection and grow their usage. Determining ways to increase regular sunscreen usage is also important, as is breaking the category’s seasonal perceptions.”

– Gabriela Elani, Home & Personal Care Analyst

This report looks at the following areas:

  • Men need more education and outreach
  • Increase regular sunscreen usage among consumers
  • Break seasonal perceptions

Total US retail sales for the sun protection and sunless tanners market are $1.3 billion in 2013. Though the market performed well during the years following the recession, it is starting to show signs of struggle, posting its first sales decline in several years during 2012-13. Though organizations and brands have sought to increase consumers’ usage of sunscreen through skin cancer awareness campaigns, sun protection continues to carry strong seasonal connotations. Most consumers only use sunscreen on a seasonal basis. Another challenge for the category is that consumers are gravitating toward personal care and cosmetic products that offer SPF protection for their daily sun protection needs. Private label products also strongly compete with branded products on price. 

The key topics of focus for the 2013 report include understanding consumers’ current usage of sun protection, tanning, and personal care products with SPF benefits, what tactics may be needed to increase usage frequency of sunscreen products, and what new innovation opportunities for the category could look like.

Mintel defines the US sun protection and sunless tanners market as consisting of the following product categories:

  • Sunscreen
  • Suntan lotion and oil (includes lotions/oils for indoor tanning beds)
  • Sunless tanners (brands identified from suntan lotion and oil category)

Beauty and personal care products, such as facial moisturizers and color cosmetics, that include SPF are not included in the market size or sales data but are covered in the consumer analysis.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2008-18
                      • Market factors
                        • Older consumers in need of education and outreach
                          • Tanning still a common practice
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of sun protection and sunless tanners, by segment, at current prices, 2008-13
                            • Market players
                              • Figure 3: Share of MULO sales of sun protection and sunless tanner products, by leading companies, 2013
                            • The consumer
                              • Not many consumers are using sunscreen products regularly
                                • Figure 4: Regular (once a week or more) usage of suncare products, by gender and age, August 2013
                              • Sun protection usage dictated by activity
                                • Figure 5: Sun protection behaviors, August 2013
                              • Nearly half of consumers buying sun protection during summer months
                                • Skin-type-specific sun protection holds most consumer interest
                                  • Figure 6: Any interest in new sun protection products and benefits, August 2013
                                • What we think
                                • Issues and Insights

                                    • Men need more education and outreach
                                      • Issues
                                        • Insights: Specifically target men in marketing and outreach campaigns
                                          • Increase regular sunscreen usage among consumers
                                            • Issues
                                              • Insights: Add skincare benefits that influence consumers to use products more regularly
                                                • Break seasonal perceptions
                                                  • Issues
                                                    • Insights: Put a stronger focus on promoting products during the winter months
                                                    • Trend Applications

                                                        • Trend: Make it Mine
                                                          • Trend: Sense of the Intense
                                                            • Mintel Futures: Generation Next
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Sun protection and sunless tanning market starting to struggle
                                                                  • Sales and forecast of sun protection and sunless tanners
                                                                    • Figure 7: Total US retail sales and forecast of sun protection and sunless tanners, at current prices, 2008-18
                                                                    • Figure 8: Total US retail sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 9: Total US retail sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Older consumers in need of education and outreach
                                                                        • Figure 10: Population, by age, 2008-18
                                                                      • Income plays a role in usage of sun protection products
                                                                        • Figure 11: Household income distribution, 2012
                                                                      • Tanning continues to be a popular practice
                                                                        • Number of households with children declining
                                                                          • Figure 12: Households, by presence of own children, 2002-12
                                                                      • Competitive Context

                                                                        • Cosmetics and personal care products with SPF biggest source of competition
                                                                          • Figure 13: Share of UV Protection claims in new facial skincare and color cosmetic product launches, 2008-13
                                                                        • Opportunity for sun protection and sunless tanners market:
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Sunscreen dominates market
                                                                              • Figure 14: Segment share of total US retail sales of sun protection and sunless tanners, 2013
                                                                            • Sunscreen segment showing signs of struggle
                                                                              • Figure 15: Total US retail sales and forecast of sunscreen, at current prices, 2008-13
                                                                            • Sunless tanners see big declines
                                                                              • Figure 16: Total US retail sales and forecast of sunless tanners, at current prices, 2008-13
                                                                            • Tanning oil/lotion segment sees strong sales growth
                                                                              • Figure 17: Total US retail sales and forecast of tanning oil/lotion, at current prices, 2008-13
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Most purchases take place through “other retail channels”
                                                                                • Figure 18: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2008-13
                                                                              • Drug stores and supermarkets struggling
                                                                                • Figure 19: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2011-13
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Three companies drive the MULO market
                                                                                  • Combined, other smaller companies see growth
                                                                                    • MULO manufacturer sales of sun protection and sunless tanners
                                                                                      • Figure 20: MULO sales of sun protection and sunless tanners, by leading companies, 2012 and 2013
                                                                                  • Brand Share – Sunscreen

                                                                                    • Key points
                                                                                      • Merck & Co. leads segment but struggling
                                                                                        • Energizer Holdings experiencing declines across product portfolio
                                                                                          • Product benefits may be keeping Johnson & Johnson afloat
                                                                                            • MULO sales of sunscreen
                                                                                              • Figure 21: MULO sales of sunscreen, by leading companies, 2012 and 2013
                                                                                          • Brand Share – Sunless Tanners

                                                                                            • Key points
                                                                                              • L’Oréal top manufacturer in MULO sunless tanner segment
                                                                                                • Johnson & Johnson struggles
                                                                                                  • Combined, smaller companies doing well in this segment
                                                                                                    • MULO sales of sunless tanners
                                                                                                      • Figure 22: MULO sales of sunless tanners, by leading companies, 2012 and 2013
                                                                                                  • Brand Share – Tanning Oil/Lotion

                                                                                                    • Key points
                                                                                                      • Australian Gold top manufacturer
                                                                                                        • Energizer Holdings struggles with Hawaiian tropic
                                                                                                          • “Other” companies see big jump in sales and gain segment share
                                                                                                            • MULO sales of tanning oil/lotion
                                                                                                              • Figure 23: MULO sales of tanning oil/lotion, by leading companies, 2012 and 2013
                                                                                                          • Innovations and Innovators

                                                                                                            • Suncare product launches slowing down
                                                                                                              • Figure 24: Suncare product launches, by subcategory, 2008-13
                                                                                                            • Private label starting to regain momentum
                                                                                                              • Figure 25: Share of private label and branded suncare product launches, 2008-13
                                                                                                            • Water-resistant and moisturizing/hydrating claims gaining ground
                                                                                                              • Figure 26: Top claims associated with new suncare product launches, 2008-13
                                                                                                            • Greater variety of private label options available
                                                                                                              • Lightweight formulas
                                                                                                                • Moisturization/hydration benefits
                                                                                                                  • Sun protection for children and babies
                                                                                                                  • Marketing Strategies

                                                                                                                    • Overview
                                                                                                                      • Theme: Emphasizing skin and summer
                                                                                                                        • Figure 27: Aveeno protect + hydrate print advertisement
                                                                                                                        • Figure 28: CeraVe print advertisement
                                                                                                                        • Figure 29: L’Oréal Sublime Sun Sunscreen print advertisement
                                                                                                                      • Theme: Focusing on added product benefits
                                                                                                                        • Figure 30: Banana Boat Protect & Hydrate sunscreen lotion print advertisement
                                                                                                                        • Figure 31: Neutrogena Beach Defense print advertisement
                                                                                                                    • Social Media

                                                                                                                      • Key points
                                                                                                                        • Key social media metrics
                                                                                                                          • Figure 32: Key performance indicators, October 2013
                                                                                                                        • Market overview
                                                                                                                          • Brand usage and awareness
                                                                                                                            • Figure 33: Brand usage and awareness of sun protection and sunless tanners, August 2013
                                                                                                                          • Interaction with brands
                                                                                                                            • Figure 34: Interaction with sun protection and sunless tanner brands, August 2013
                                                                                                                          • Online conversations
                                                                                                                            • Figure 35: Online mentions, selected sun protection and sunless tanner brands, Oct. 7, 2012-Oct. 6, 2013
                                                                                                                          • Where are people talking about sun protection and sunless tanner brands?
                                                                                                                            • Figure 36: Mentions by page type, selected sun protection and sunless tanner brands, Oct. 7, 2013-Oct. 6, 2013
                                                                                                                          • What are people talking about online?
                                                                                                                            • Figure 37: Mentions by type of conversation, selected sun protection and sunless tanner brands, Oct. 7, 2013-Oct. 6, 2013
                                                                                                                          • Brand analysis
                                                                                                                            • Banana Boat
                                                                                                                              • Figure 38: Banana Boat key social media indicators, October 2013
                                                                                                                            • Neutrogena
                                                                                                                              • Figure 39: Neutrogena key social media indicators, October 2013
                                                                                                                            • Hawaiian Tropic
                                                                                                                              • Figure 40: Hawaiian Tropic key social media indicators, October 2013
                                                                                                                            • L'Oréal
                                                                                                                              • Figure 41: L'Oréal key social media indicators, October 2013
                                                                                                                            • Coppertone
                                                                                                                              • Figure 42: Coppertone key social media indicators, October 2013
                                                                                                                            • Australian Gold
                                                                                                                              • Figure 43: Australian Gold key social media indicators, October 2013
                                                                                                                          • Product Usage – Sunscreen

                                                                                                                            • Key points
                                                                                                                              • Not many consumers using sunscreen on a regular basis
                                                                                                                                • Figure 44: any usage of sunscreen products, August 2013
                                                                                                                                • Figure 45: Usage of sunscreen products, August 2013
                                                                                                                              • Younger women most likely to use sunscreen
                                                                                                                                  • Figure 46: any usage of sunscreen products, by gender and age, August 2013
                                                                                                                                  • Figure 47: Regular (once a week or more) usage of sunscreen products, by gender and age, August 2013
                                                                                                                                  • Figure 48: Types of suncare products used, by gender and age, May 2012-June 2013
                                                                                                                                • Less affluent consumers are less likely to use sun protection products
                                                                                                                                  • Figure 49: Any usage of sunscreen products, by household income, August 2013
                                                                                                                                  • Figure 50: Regular (once a week or more) usage of sunscreen products, by household income, August 2013
                                                                                                                                • Households with children aged 11 and younger most likely to use sunscreen regularly
                                                                                                                                  • Figure 51: Any usage of sunscreen products, by parents with children and age, August 2013
                                                                                                                                  • Figure 52: Regular (once a week or more) usage of sunscreen products, by parents with children and age, August 2013
                                                                                                                              • Product Usage – Personal Care Products with SPF

                                                                                                                                • Key points
                                                                                                                                  • Women are using facial moisturizer and make-up with SPF regularly
                                                                                                                                    • Figure 53: Any usage of cosmetics/personal care products with SPF, August 2013
                                                                                                                                    • Figure 54: Usage of personal care products with SPF, August 2013
                                                                                                                                  • Men less likely to use personal care products with SPF
                                                                                                                                    • Figure 55: Any usage of cosmetics/personal care products with SPF, by gender and age, August 2013
                                                                                                                                    • Figure 56: Regular (once a week or more) usage of cosmetics/personal care products with SPF, by gender and age, August 2013
                                                                                                                                • Product Usage – Tanning Products

                                                                                                                                  • Key points
                                                                                                                                    • Usage of tanning products lower compared to other suncare products
                                                                                                                                      • Figure 57: Any usage of tanning products, August 2013
                                                                                                                                      • Figure 58: Usage of tanning products, August 2013
                                                                                                                                    • Younger consumers drive the use of tanning oil and gradual tanners
                                                                                                                                      • Figure 59: Any usage of tanning products, by gender and age, August 2013
                                                                                                                                      • Figure 60: Regular (once a week or more) usage of tanning products, by gender and age, August 2013
                                                                                                                                  • Sun Protection Usage Behaviors

                                                                                                                                    • Key points
                                                                                                                                      • Sun protection usage dictated by activity
                                                                                                                                        • Women use sun protection to avoid the risk of skin aging
                                                                                                                                          • Consumers are not following recommended reapplication instructions
                                                                                                                                            • Figure 61: Sun protection behaviors, by gender and age, August 2013
                                                                                                                                        • Sun Protection Knowledge

                                                                                                                                          • Key points
                                                                                                                                            • Half of consumers confident they use enough sun protection
                                                                                                                                              • Only one third have a good understanding of broad spectrum
                                                                                                                                                • Figure 62: Understanding of sun protection terms and usage recommendations, by gender and age, August 2013
                                                                                                                                            • Purchasing Sun Protection Products

                                                                                                                                              • Key points
                                                                                                                                                • Nearly half of consumers buying sun protection during summer months
                                                                                                                                                  • Figure 63: Purchase behaviors for sun protection products, by gender and age, August 2013
                                                                                                                                                • Parents with children more likely to buy different products
                                                                                                                                                  • Figure 64: Purchase behaviors for sun protection products, by parents with children and age, August 2013
                                                                                                                                              • Interest in New Products and Benefits

                                                                                                                                                • Key points
                                                                                                                                                  • Skin-specific sun protection garners the most interest
                                                                                                                                                    • Younger men interested in cooling properties
                                                                                                                                                      • Figure 65: Any interest in new sun protection products and benefits, by gender and age, August 2013
                                                                                                                                                    • Parents interested in reapplication products
                                                                                                                                                      • Figure 66: Any interest in new sun protection products and benefits, by parents with children and age, August 2013
                                                                                                                                                  • Attitudes Concerning Tanning and Sun Protection

                                                                                                                                                    • Key points
                                                                                                                                                      • Consumers think natural tans look better
                                                                                                                                                        • Men aged 18-34 in need of increased education and awareness
                                                                                                                                                          • Figure 67: Attitudes concerning sun protection and tanning, by gender and age (any agree), August 2013
                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Asian consumers most engaged in sun protection category
                                                                                                                                                            • Hispanics most likely to use tanning products
                                                                                                                                                              • Black consumers least engaged segment
                                                                                                                                                                • Figure 68: Any usage of suncare products, by race/Hispanic origin, August 2013
                                                                                                                                                                • Figure 69: Regular (once a week or more) usage of suncare products, by race/Hispanic origin, August 2013
                                                                                                                                                                • Figure 70: Usage of suncare products, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                              • Shopping behaviors consistent across segments
                                                                                                                                                                • Figure 71: Purchase behaviors for sun protection products, by race/Hispanic origin, August 2013
                                                                                                                                                              • New product benefits resonate strongly with racial/ethnic segments
                                                                                                                                                                • Figure 72: Any interest in new sun protection products and benefits, by race/Hispanic origin, August 2013
                                                                                                                                                              • Focusing on aging may be key in getting Hispanics to use more sunscreen
                                                                                                                                                                • Figure 73: Attitudes concerning tanning, by race/Hispanic origin (any agree), August 2013
                                                                                                                                                                • Figure 74: Attitudes concerning sun protection, by race/Hispanic origin (any agree), August 2013
                                                                                                                                                            • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                  • Brand map
                                                                                                                                                                    • Figure 75: Brand map, selected brands of suntan products buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                      • Figure 76: Key purchase measures for the top brands of suntan products, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                    • Market drivers
                                                                                                                                                                      • Figure 77: Male population aged 18 or older, by age, 2008-18
                                                                                                                                                                      • Figure 78: Female population aged 18 or older, by age, 2008-18
                                                                                                                                                                    • Segment performance
                                                                                                                                                                      • Figure 79: Total US retail sales of sun protection and sunless tanners, by segment, at current prices, 2011 and 2013
                                                                                                                                                                    • Sun protection brand usage
                                                                                                                                                                      • Figure 80: Brands of suncare products used, by gender, May 2012-June 2013
                                                                                                                                                                      • Figure 81: Brands of suncare products used, by gender and age, May 2012-June 2013
                                                                                                                                                                    • Suncare product usage
                                                                                                                                                                      • Figure 82: Usage of suncare products, August 2013
                                                                                                                                                                      • Figure 83: Usage of suncare products (regular use), by gender, August 2013
                                                                                                                                                                    • Sunscreen usage
                                                                                                                                                                      • Figure 84: Any usage of sunscreen products, by gender, August 2013
                                                                                                                                                                      • Figure 85: Regular (once a week or more) usage of sunscreen products, by gender, August 2013
                                                                                                                                                                      • Figure 86: Any usage of sunscreen products, by age, August 2013
                                                                                                                                                                      • Figure 87: Regular (once a week or more) usage of sunscreen products, by age, August 2013
                                                                                                                                                                    • Products with SPF usage
                                                                                                                                                                      • Figure 88: Any usage of cosmetics/personal care products with SPF, by household income, August 2013
                                                                                                                                                                      • Figure 89: Regular (once a week or more) usage of cosmetics/personal care products with SPF, by household income, August 2013
                                                                                                                                                                    • Tanning product usage
                                                                                                                                                                      • Figure 90: Any usage of tanning products, by household income, August 2013
                                                                                                                                                                      • Figure 91: Regular (once a week or more) usage of tanning products, by household income, August 2013
                                                                                                                                                                    • Sun protection usage behaviors
                                                                                                                                                                      • Figure 92: Sun protection behaviors, by parents with children and age, August 2013
                                                                                                                                                                      • Figure 93: Sun protection behaviors, by region, August 2013
                                                                                                                                                                      • Figure 94: Sun protection behaviors, by race/Hispanic origin, August 2013
                                                                                                                                                                    • Purchase behaviors
                                                                                                                                                                      • Figure 95: Purchase behaviors for sun protection products, by household income, August 2013
                                                                                                                                                                    • Interest in new products and benefits
                                                                                                                                                                      • Figure 96: Any interest in new sun protection products and benefits, by household income, August 2013
                                                                                                                                                                    • Attitudes concerning tanning and sun protection
                                                                                                                                                                      • Figure 97: Attitudes concerning sun protection and tanning, August 2013
                                                                                                                                                                      • Figure 98: Attitudes concerning sun protection and tanning, by gender (any agree), August 2013
                                                                                                                                                                      • Figure 99: Attitudes concerning sun protection and tanning, by age (any agree), August 2013
                                                                                                                                                                      • Figure 100: Attitudes concerning sun protection and tanning, by household income (any agree), August 2013
                                                                                                                                                                  • Appendix – Social Media

                                                                                                                                                                    • Brand usage or awareness
                                                                                                                                                                      • Figure 101: Brand usage or awareness, August 2013
                                                                                                                                                                      • Figure 102: Neutrogena usage or awareness, by demographics, August 2013
                                                                                                                                                                      • Figure 103: Banana Boat usage or awareness, by demographics, August 2013
                                                                                                                                                                      • Figure 104: Coppertone usage or awareness, by demographics, August 2013
                                                                                                                                                                      • Figure 105: Hawaiian Tropic usage or awareness, by demographics, August 2013
                                                                                                                                                                      • Figure 106: L’Oréal usage or awareness, by demographics, August 2013
                                                                                                                                                                      • Figure 107: Australian Gold usage or awareness, by demographics, August 2013
                                                                                                                                                                    • Activities done
                                                                                                                                                                      • Figure 108: Activities done, August 2013
                                                                                                                                                                      • Figure 109: Neutrogena – Activities done, by demographics, August 2013
                                                                                                                                                                      • Figure 110: Banana Boat – Activities done, by demographics, August 2013
                                                                                                                                                                      • Figure 111: Coppertone – Activities done, by demographics, August 2013
                                                                                                                                                                      • Figure 112: Hawaiian Tropic—Activities done, by demographics, August 2013
                                                                                                                                                                      • Figure 113: L’Oreal – Activities done, by demographics, August 2013
                                                                                                                                                                      • Figure 114: Australian Gold – Activities done, by demographics, August 2013
                                                                                                                                                                    • Online conversations
                                                                                                                                                                      • Figure 115: Online mentions, selected sun protection and sunless tanner brands, Oct. 7, 2012-Oct. 6, 2013
                                                                                                                                                                      • Figure 116: Mentions by page type, selected sun protection and sunless tanner brands, Oct. 7, 2013-Oct. 6, 2013
                                                                                                                                                                      • Figure 117: Mentions by type of conversation, selected sun protection and sunless tanner brands, Oct. 7, 2013-Oct. 6, 2013
                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • American Academy of Dermatology
                                                                                                                                                                    • American Cancer Society (ACS)
                                                                                                                                                                    • Skin Cancer Foundation

                                                                                                                                                                    Sun Protection and Sunless Tanners - US - November 2013

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