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Sun Protection and Sunless Tanners - US - November 2016

A hotter than average summer resulted in strong 2016 sun protection and sunless tanner sales. Brands are challenged by seasonal usage, with adults typically reserving sunscreen use for warmer summer months when sun exposure is more relevant and top-of-mind. However, interest in products with added skincare benefits, natural offerings, and campaigns promoting year-round sunscreen usage suggest steady market growth moving forward.
- Margie Nanninga, Beauty & Personal Care Analyst

This Report discusses the following key topics:

  • Hot summer temps result in strong sun protection and sunless tanner sales
  • Ingredient concerns weigh on consumers
  • Consumers are price-driven due to functional nature of category

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

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Hot summer temps result in strong sun protection and sunless tanner sales
            • Figure 1: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2011-21
          • Ingredient concerns weigh on consumers
            • Figure 2: Attitudes toward safety of sunscreen, by age, August 2016
          • Consumers are price-driven due to functional nature of category
            • Figure 3: Sunscreen purchase influencers, August 2016
          • The opportunities
            • Natural offerings ease consumer concerns
              • Figure 4: Attitudes toward natural sunscreen, by age, August 2016
            • Added skincare benefits encourage regular usage among women
              • Figure 5: Interest in skincare related sunscreen claims, by gender and age, August 2016
            • Highlight health benefits; position brands as suncare experts
              • Figure 6: Select suncare routines, by all, male 55+, and Black adults, August 2016
            • What it means
            • The Market – What You Need To Know

              • Hot summer temps result in strong sun protection and sunless tanner sales
                • Personal care with SPF increases competition, ingredient concerns top-of-mind
                  • Temperature-driven sales, population growth trends challenge market
                  • Market Size and Forecast

                    • Historic and projected sales for sun protection and sunless tanners
                      • Figure 7: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2011-21
                      • Figure 8: Total US sales and forecast of sun protection and sunless tanners, at current prices, 2011-21
                  • Market Perspective

                    • Suncare competes with, and benefits from, other seasonal categories
                      • Figure 9: Share of seasonal spending, by category, 2016 (est)
                    • Personal care products with SPF challenge sun protection sales
                      • Figure 10: Usage of personal care products with SPF, August 2016
                      • Figure 11: Usage of personal care products with SPF (net)*, any sunscreen (net)*, and any tanning product (net)*, August 2016
                    • US cities offer sunscreen for free
                      • Ingredient concerns weigh on consumers, natural brands must prove efficacy
                        • Product launches see an increase in natural, ethical claims
                          • Figure 12: Sun protection and sunless tanner product launches, by select claims, 2012-16*
                      • Market Factors

                        • Hotter temperatures drive sun protection and sunless tanner sales
                          • Figure 13: Average summer temperatures, contiguous US, Jun-Aug, 2012-16
                        • Households with children continue to decline, rising birth rates may help
                          • Figure 14: US households, by presence of own children, 2005-15
                        • Aging population further stifles growth
                          • Figure 15: Population by age, 2011-21
                        • Growing Hispanic population drives growth, Black population presents challenges
                          • Figure 16: Population by race and Hispanic origin, percent change, 2016-21
                      • Key Players – What You Need to Know

                        • Leading brands maintain share, niche brands steal from middle players
                          • Campaigns highlight health concerns, sheer and sport claims resonate
                            • Male-specific sunscreen, self-tanners on the decline
                              • Natural claims, skincare benefits rise, technology improves user experience
                              • Manufacturer Sales of Sun Protection and Sunless Tanners

                                • Leading brands maintain share, niche brands steal from middle players
                                  • Manufacturer sales of sun protection and sunless tanners
                                    • Figure 17: MULO sales of suntan lotion and oil, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                • What’s Working?

                                  • Campaigns highlight health concerns, encourage year-round usage
                                    • Figure 18: Kristen Bell Provides Parenting Advice for “The Talk” With Your Kids | NEUTROGENA
                                    • Figure 19: Check for signs of skin cancer | SkinChecker Campaign
                                    • Figure 20: MULO sales of select Neutrogena and La Roche-Posay sunscreens, 52-weeks ending August 7, 2016
                                  • Sheer, sport claims reach sunscreen shoppers
                                    • Figure 21: MULO sales of select sheer and sport sunscreens, 52-weeks ending August 7, 2016
                                  • Niche brands, private label continue to grow
                                    • Figure 22: MULO sales of select niche brand’s natural and child-specific sunscreens, 52-weeks ending August 7, 2016
                                • What’s Struggling?

                                  • Leaders lose share of kids and natural products to niche brands
                                    • Figure 23: MULO sales of select leading brand’s baby, kid, and natural products. 2013-15
                                  • Male-specific sunscreen fails to reach men
                                    • Figure 24: MULO sales of Banana Boat men’s sunscreens, 2013-15
                                  • Self-tanners struggle as consumers seek more natural-looking tans
                                    • Figure 25: MULO sales of select self-tanners, 2013-15
                                • What’s Next?

                                  • Natural, environmental offerings continue to rise
                                    • Skincare claims, unique benefits help suncare products stand out
                                      • Technology improves user experience, boosts suncare routines
                                      • The Consumer – What You Need to Know

                                        • Adults not following sun protection recommendations
                                          • Occasional usage challenges sunscreen sales
                                            • Tanning products used by niche set of consumers
                                              • Protection level, price drive purchases, added benefits set products apart
                                                • Natural products evoke interest and skepticism, confusion over SPF
                                                  • Lightweight, natural sunscreens hold appeal, women seek skincare benefits
                                                    • New self-tanner formats present opportunity
                                                      • Parents invested in, but challenged by, children’s suncare routines
                                                      • Sun Routines

                                                        • Adults not following sun protection recommendations
                                                          • Figure 26: Suncare routines, August 2016
                                                        • Women more invested in sun protection techniques
                                                          • Figure 27: Select suncare routines, by gender, August 2016
                                                        • Young adults rely on products to make up for risky sun behaviors
                                                          • Figure 28: Select suncare routines, by age, August 2016
                                                        • Less-affluent adults less likely to practice sun safety
                                                          • Figure 29: Select suncare routines, by all and household incomes of >$25K and $100K+, August 2016
                                                        • Black adults sun protection routines are a cause for concern
                                                          • Figure 30: Select suncare routines, by race and Hispanic origin, August 2016
                                                      • Sunscreen Usage

                                                        • Occasional usage challenges sunscreen sales growth
                                                          • Figure 31: Sunscreen usage, August 2016
                                                        • Consumers turn to moderate SPF levels
                                                          • Figure 32: SPF levels used, February 2015-March 2016
                                                        • Younger adults most invested in suncare
                                                          • Figure 33: Sunscreen usage – Any use (net)*, by age and gender, August 2016
                                                        • Older adults more likely to use sunscreen sparingly
                                                          • Figure 34: Sunscreen usage – Any sunscreen (net)*, by age and gender, August 2016
                                                        • Income is a barrier to usage, despite availability of low-price offerings
                                                          • Figure 35: Sunscreen usage – any sunscreen (net), by income, August 2016
                                                        • Hispanics invested in sun protection, usage low among Black adults
                                                          • Figure 36: Sunscreen usage – Any sunscreen (net), by race/Hispanic origin, August 2016
                                                      • Tanning Product and Sunless Tanner Usage

                                                        • Tanning products used by niche set of consumers
                                                          • Figure 37: Tanning product and sunless tanner usage, August 2016
                                                        • Adults 25-34 drive product usage
                                                          • Figure 38: Tanning product usage – Any use (net)*, by age, August 2016
                                                        • Hispanics over index on usage across tanning formats
                                                          • Figure 39: Tanning product usage – Any use (net)*, by race/Hispanic origin, August 2016
                                                      • Sunscreen Purchase Influencers

                                                        • Protection levels, price drive purchases, added benefits set products apart
                                                          • Figure 40: Sunscreen purchase influencers, August 2016
                                                        • Younger adults seek added benefits
                                                          • Figure 41: Select sunscreen purchase influencers – Any rank (net)*, by age, August 2016
                                                        • Natural ingredients appeal to multicultural shoppers
                                                          • Figure 42: Select sunscreen purchase influencers – Any rank (net)*, by race and Hispanic origin, August 2016
                                                      • Attitudes toward Sunscreen

                                                        • Consumers confused over SPF level meanings, trust store brands
                                                          • Natural products evoke interest – and skepticism
                                                            • Figure 43: Attitudes toward sunscreen, August 2016
                                                          • Younger adults see benefits in natural products
                                                            • Figure 44: Select attitudes toward sunscreen, by age, August 2016
                                                          • Natural offerings reach parents of younger children
                                                            • Figure 45: Select attitudes toward sunscreen, by parental status/age of child(ren), August 2016
                                                          • Multicutural consumers skeptical of store brands
                                                            • Figure 46: Select attitudes toward sunscreen, by all, Hispanic, and Black, August 2016
                                                        • Sunscreen Claims

                                                          • Lightweight, natural sunscreens appeal to consumers
                                                            • Figure 47: Interest in sunscreen claims, August 2016
                                                          • Added skincare benefits resonate with women
                                                            • Figure 48: Interest in body care related sunscreen claims, by gender and age, August 2016
                                                          • Moisturizing claims, natural offerings appeal to Black consumers
                                                            • Figure 49: Interest in select sunscreen claims, by all, Hispanic, and Black, August 2016
                                                        • Self-tanner Claims

                                                          • Natural claims, skincare benefits of interest in self-tanners
                                                            • Figure 50: Interest in self-tanner claims, August 2016
                                                            • Figure 51: Interest in select self-tanner claims, by Hispanic origin, August 2016
                                                          • Added benefits sought in sunscreens, format claims in tanning products
                                                            • Figure 52: Interest in sunscreen and sunless-tanner claims, August 2016
                                                        • Children’s Suncare

                                                          • Parents invested in their children’s suncare routines
                                                            • But children’s suncare can be a challenge
                                                              • Figure 53: Children's suncare, August 2016
                                                            • Moms more invested than dads in children’s suncare
                                                              • Figure 54: Select children's suncare responses, by gender of parent, August 2016
                                                            • Parents become more laid-back about suncare as children get older
                                                              • Figure 55: Select children's suncare responses, by age of child(ren), August 2016
                                                            • Hispanic parents skeptical of children’s specific products
                                                              • Figure 56: Select children's suncare responses, by Hispanic origin, August 2016
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                      • Appendix – Market

                                                                          • Figure 57: Total US retail sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2011-21
                                                                          • Figure 58: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2011-16
                                                                          • Figure 59: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2014 and 2016
                                                                          • Figure 60: Annual births and fertility rate, 2003-14
                                                                      • Appendix – Consumer

                                                                          • Figure 61: Any use of sun protection and tanning product brands, January 2011-March 2016
                                                                          • Figure 62: SPF levels used, by select demographics, February 2015-March 2016

                                                                      Companies Covered

                                                                      • Walmart Stores (USA)

                                                                      Sun Protection and Sunless Tanners - US - November 2016

                                                                      US $3,995.00 (Excl.Tax)