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Sun Protection and Sunless Tanners - US - November 2014

“Suncare brands are challenged to overcome the seasonal usage habits and price-driven mentality of category shoppers. Nonetheless, consumers are demanding convenience, performance, and natural ingredients from their sun protection products, creating opportunities for brands to increase usage and boost sales.”
– Shannon Romanowski, Senior Beauty and Personal Care Analyst

This report looks at the following issues:

  • Sun protection and sunless tanner sales are slowing
  • Personal care products with SPF are impacting use of sun protection
  • Growing concern regarding ingredient safety

After solid gains between 2009 and 2012, sales in the nearly $1.3 billion sun protection and sunless tanner category have started to wane. The seasonal nature of the category, value-driven shoppers, and competition from personal care products with SPF have all contributed to an overall slowdown in sales. Despite weakening sales, targeted benefits and marketing efforts that appeal to both highly engaged and untapped demographic groups remain a growth opportunity.

For the purposes of this report, the sun protection and sunless tanners market is defined as follows:

  • Sunscreen
  • Suntan lotion and oil (includes lotions/oils for indoor tanning beds)
  • Sunless tanners

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.

This report excludes:

  • After sun products
  • Insect repellents with sunscreen

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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

                    • Overview
                      • Figure 1: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2009-19
                    • Market factors
                      • Figure 2: Household income distribution, 2012
                    • Key players
                      • Figure 3: MULO sales of leading sun protection and sunless tanner brands, rolling 52 weeks 2013 and 2014
                    • The consumer
                      • Sunscreen and personal care products with SPF lead usage
                        • Figure 4: Any and regular usage of sun protection and tanning products, August 2014
                      • Sunscreen users motivated by function and value
                        • Figure 5: Top five factors influencing purchase decisions, any rank, August 2014
                      • Consumers seek natural and multiple-benefit products
                        • Figure 6: Any interest in top five new products, August 2014
                      • People like getting sun, concerned about sunscreen ingredient safety
                        • Figure 7: Top five attitudes toward sun protection and sunless tanners, August 2014
                      • What we think
                      • Issues and Insights

                          • Sun protection and sunless tanner sales are slowing
                            • The issues
                              • The implications: Focus on convenience and value
                                • Personal care products with SPF are impacting use of sun protection
                                  • The issues
                                    • The implications: Highlight skincare, added cosmetic benefits
                                      • Growing concern regarding ingredient safety
                                        • The issues
                                          • The implications: Leverage high interest in natural sun protection, gentle skincare
                                          • Trend Application

                                              • Trend: Cool Vending
                                                • Trend: Help Me Help Myself
                                                  • Trend: Factory Fear
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales and forecast of sun protection and sunless tanners
                                                        • Figure 8: Total US sales and forecast of sun protection and sunless tanners, at current prices, 2009-19
                                                        • Figure 9: Total US sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2009-19
                                                      • Category sales are slowing
                                                        • Figure 10: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2009-19
                                                      • Fan chart forecast
                                                      • Market Drivers

                                                        • Key points
                                                          • Sunscreen usage impacted by personal care products with SPF
                                                            • Figure 11: Any and regular usage of sun protection products and personal care products/make-up with SPF, August 2014
                                                            • Figure 12: Usage of personal care products with sun protection, August 2014
                                                            • Figure 13: Any usage of personal care products with sun protection, by age, August 2014
                                                          • Despite economic growth, wealth disparity keeps sales growth in check
                                                            • Figure 14: Unemployment and underemployment rates, 2007-14
                                                            • Figure 15: Household income distribution, 2012
                                                            • Figure 16: Factors influencing purchase decisions – Any rank, by household income, August 2014
                                                          • Decline in households with children
                                                            • Figure 17: Households, by presence of own children, 2003-13
                                                          • New legislation could lead to more innovation in sunscreen category
                                                          • Retail Channels

                                                            • Key points
                                                              • Sun protection and sunless tanner sales struggle
                                                                • Figure 18: Retail sales of sun protection and sunless tanners, by channel, 2012 and 2014
                                                              • Value-driven retailers capture majority of category sales
                                                                • Figure 19: Retail sales of sun protection and sunless tanners, by channel, 2009-14
                                                            • Leading Companies

                                                              • Key points
                                                                • Leading brands struggle to grow
                                                                  • J&J is capitalizing on skincare heritage
                                                                    • Store brands promote value, performance
                                                                      • Manufacturer sales of sun protection and sunless tanners
                                                                        • Figure 20: Manufacturer sales of sun protection and sunless tanners, 2013 and 2014
                                                                        • Figure 21: Key purchase measures for the top suncare brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                    • Innovations and Innovators

                                                                      • New product launch trends
                                                                        • Figure 22: Sun protection and self-tanner launches, 2009-14
                                                                        • Figure 23: Sun protection and self-tanner claims, by share, 2009-14
                                                                      • Category innovations
                                                                        • Added cosmetic benefits
                                                                          • Face-specific protection
                                                                            • Natural products
                                                                              • Unique self-tanning formats
                                                                              • Marketing Strategies

                                                                                • Overview of the brand landscape
                                                                                  • Fear factor
                                                                                    • Banana Boat targets men
                                                                                      • Figure 24: Banana Boat Triple Dense for Men ad, May 2014
                                                                                    • Families remain important demographic
                                                                                      • Coppertone kicks off “Making the Sunscreen Grade” program
                                                                                        • Banana Boat launches “Best Summer Ever” sweepstakes
                                                                                          • Ocean Potion partners with Carnival Cruises
                                                                                          • Use of Sun Protection Products

                                                                                            • Key points
                                                                                              • Use of sun protection is high… but sporadic
                                                                                                • Figure 25: Usage of sun protection, August 2014
                                                                                              • Use of sun protection skews to women, younger adults
                                                                                                • Figure 26: Any usage of sun protection, by gender, August 2014
                                                                                                • Figure 27: Any usage of sun protection, by age, August 2014
                                                                                              • Sunscreen users mostly rely on higher-SPF products
                                                                                                • Figure 28: Types of SPF used, by gender, January 2013-March 2014
                                                                                                • Figure 29: Types of SPF used, any use, February 2009-March 2014
                                                                                                • Figure 30: Number of sun protection and tanning products used in last 12 months, February 2009-March 2014
                                                                                            • Use of Tanning Products and Sunless Tanners

                                                                                              • Key points
                                                                                                • Tanning products used by less than half of adults
                                                                                                  • Figure 31: Usage of tanning products and sunless tanners, August 2014
                                                                                                  • Figure 32: Any usage of tanning products and sunless tanners, by gender, August 2014
                                                                                                  • Figure 33: Any usage of tanning products and sunless tanners, by age, August 2014
                                                                                                • Preference for natural looking tans is impacting sales of self-tanners
                                                                                                  • Figure 34: MULO sales of L’Oréal sunless tanners, 2013 and 2014
                                                                                              • Brand Usage

                                                                                                • Key points
                                                                                                  • Consumers alter brand choices based on where products are used
                                                                                                    • Figure 35: Any use of sun protection and tanning product brands, by gender, January 2013-March 2014
                                                                                                    • Figure 36: Brands of sun protection and tanning products used on face, by gender, January 2013-March 2014
                                                                                                    • Figure 37: Brands of sun protection and tanning products used on body, by gender, January 2013-March 2014
                                                                                                  • Brand usage remains fairly steady, though leading brands outgaining smaller players
                                                                                                    • Figure 38: Any use of sun protection and tanning product brands, February 2009-March 2014
                                                                                                • Sunscreen Purchase Influencers

                                                                                                  • Key points
                                                                                                    • Function and value important to sunscreen users
                                                                                                      • Figure 39: Factors influencing purchase decisions, August 2014
                                                                                                    • Men motivated by sweat resistant and cooling claims
                                                                                                      • Figure 40: Factors influencing purchase decisions – Any rank, by gender, August 2014
                                                                                                  • Usage Behavior

                                                                                                    • Key points
                                                                                                      • Sun protection use isn’t habitual
                                                                                                        • Figure 41: Neutrogena #ChooseSkinHealth campaign, May 2014
                                                                                                      • Reasons vary for using sun protection products
                                                                                                        • Figure 42: Usage behavior, by gender, August 2014
                                                                                                        • Figure 43: Usage behavior, by age, August 2014
                                                                                                    • Interest in New Products

                                                                                                      • Key points
                                                                                                        • Natural and multi-benefit products generate highest interest
                                                                                                          • Figure 44: Interest in new products, August 2014
                                                                                                        • Below-average users interested in convenience- and value-driven concepts
                                                                                                          • Figure 45: Any interest in new products, by gender, August 2014
                                                                                                          • Figure 46: Any interest in new products, by household income, August 2014
                                                                                                      • Parents’ Usage of and Attitudes toward Sun Protection

                                                                                                        • Key points
                                                                                                          • Use of sun protection is elevated among parents with young children
                                                                                                            • Figure 47: Any usage of sun protection, by age of children, August 2014
                                                                                                            • Figure 48: Parents’ attitudes toward sun protection, by age, August 2014
                                                                                                          • Age reveals differences in concern about ingredient safety, vitamin D
                                                                                                            • Figure 49: Parents’ attitudes toward sun protection, by age of children, August 2014
                                                                                                          • Parents seek natural options, but still demand performance
                                                                                                            • Figure 50: Factors influencing purchase decisions – Any rank, by age of children, August 2014
                                                                                                            • Figure 51: Usage behavior, by age of children, August 2014
                                                                                                          • Parents looking for convenience, reassurance
                                                                                                            • Figure 52: Any interest in new products, by age of children, August 2014
                                                                                                        • Attitudes toward Tanning and Safety of Sun Protection Products

                                                                                                          • Key points
                                                                                                            • Despite warnings, people prefer natural tans
                                                                                                              • Opportunity to grow natural suncare
                                                                                                                • Figure 53: Attitudes toward tanning and safety of sun protection products, by gender, August 2014
                                                                                                                • Figure 54: Attitudes toward tanning and safety of sun protection products, by age, August 2014
                                                                                                            • Race and Hispanic Origin

                                                                                                              • Key points
                                                                                                                • Asian consumers are heaviest users of sun protection
                                                                                                                  • Figure 55: Any usage of sun protection, by race/Hispanic origin, August 2014
                                                                                                                  • Figure 56: Any usage of cosmetics/personal care product with SPF usage, by race/Hispanic origin, August 2014
                                                                                                                • Hispanics more likely to use tanning products
                                                                                                                  • Figure 57: Any usage of tanning products, by race/Hispanic origin, August 2014
                                                                                                                  • Figure 58: Any interest in new products, by race/Hispanic origin, August 2014
                                                                                                                • Black consumers less worried about burning, but seek natural product options
                                                                                                                  • Figure 59: Factors influencing purchase decisions – Any rank, by race/Hispanic origin, August 2014
                                                                                                                  • Figure 60: Usage behavior, by race/Hispanic origin, August 2014
                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                • Use of sunscreen
                                                                                                                  • Figure 61: Regular usage of sun protection, by gender, August 2014
                                                                                                                  • Figure 62: Regular usage of sun protection, by age, August 2014
                                                                                                                  • Figure 63: Any usage of sun protection, by household income, August 2014
                                                                                                                  • Figure 64: Any usage of sun protection, by region, August 2014
                                                                                                                  • Figure 65: Types of SPF used, by age, January 2013-March 2014
                                                                                                                  • Figure 66: Types SPF used, by region, January 2013-March 2014
                                                                                                                  • Figure 67: Number of sun protection and tanning products used in last 12 months on face, by gender, January 2013-March 2014
                                                                                                                  • Figure 68: Number of sun protection and tanning products used in last 12 months on face, by presence of children in household, January 2013-March 2014
                                                                                                                  • Figure 69: Number of sun protection and tanning products used in last 12 months on body, by gender, January 2013-March 2014
                                                                                                                  • Figure 70: Number of sun protection and tanning products used in last 12 months on body, by presence of children in household, January 2013-March 2014
                                                                                                                  • Figure 71: Number of sun protection and tanning products used in last 12 months, any, by presence of children in household, January 2013-March 2014
                                                                                                                • Use of tanning products
                                                                                                                  • Figure 72: Regular usage of tanning products and sunless tanners, by gender, August 2014
                                                                                                                  • Figure 73: Any usage of tanning products and sunless tanners, by age of children, August 2014
                                                                                                                  • Figure 74: Regular usage of tanning products and sunless tanners, by age, August 2014
                                                                                                                  • Figure 75: Any usage of tanning products and sunless tanners, by household income, August 2014
                                                                                                                  • Figure 76: Any usage of tanning products and sunless tanners, by region, August 2014
                                                                                                                • Brand usage
                                                                                                                  • Figure 77: Brands of sun protection and tanning products used, by age, January 2013-March 2014
                                                                                                                  • Figure 78: Brands of sun protection and tanning products used, by household income, January 2013-March 2014
                                                                                                                  • Figure 79: Brands of sun protection and tanning products used, by presence of children in household, January 2013-March 2014
                                                                                                                  • Figure 80: Brands of sun protection and tanning products used, by region, January 2013-March 2014
                                                                                                                  • Figure 81: Brands of sun protection and tanning products used on face, February 2009-March 2014
                                                                                                                  • Figure 82: Brands of sun protection and tanning products used on body, February 2009-March 2014
                                                                                                                • Sunscreen purchase influencers
                                                                                                                  • Figure 83: Factors influencing purchase decisions – Any rank, by age, August 2014
                                                                                                                • Usage behavior
                                                                                                                  • Figure 84: Usage behavior, by household income, August 2014
                                                                                                                • Interest in new products
                                                                                                                  • Figure 85: Any interest in new products, by age, August 2014
                                                                                                                • Parents’ attitudes toward sun protection
                                                                                                                  • Figure 86: Parents’ attitudes toward sun protection, by gender, August 2014
                                                                                                                  • Figure 87: Parents’ attitudes toward sun protection, by race/Hispanic origin, August 2014
                                                                                                                • Attitudes toward tanning and safety of sun protection products
                                                                                                                  • Figure 88: Attitudes toward sun protection and sunless tanners, by household income, August 2014
                                                                                                                  • Figure 89: Attitudes toward sun protection and sunless tanners, by race/Hispanic origin, August 2014
                                                                                                              • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                  • Information Resources Inc. Consumer Network Metrics
                                                                                                                  • Appendix – Trade Associations

                                                                                                                    Companies Covered

                                                                                                                    • Avon
                                                                                                                    • Clinique Laboratories, Inc.
                                                                                                                    • Estée Lauder Companies Inc. (The)
                                                                                                                    • L'Oréal USA
                                                                                                                    • Lancôme
                                                                                                                    • Mary Kay Inc.
                                                                                                                    • Neutrogena Corporation
                                                                                                                    • Walmart Stores (USA)

                                                                                                                    Sun Protection and Sunless Tanners - US - November 2014

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