Sun Protection and Sunless Tanners - US - October 2010
The sun protection and sunless tanning market has been steadily increasing since 2005 through FDMx (food, drug, and mass merchandisers not including Walmart) outlets, reaching $701 million in 2010. A focus on “ultra” and “sport” protection, SPF protection levels of 100+, and added multiple benefits have driven this growth. It used to be that sun protection would just offer UVA/UVB protection, but now products are adding moisturizers, vitamins and antioxidants for overall skin health, and ingredients that prolong application. Consumers are hearing the warnings of the Skin Cancer Foundation, the American Cancer Society and others that caution against too much sun exposure and are actively seeking prophylactic suncare products.
Though women aged 34-55 have driven growth for this market in the past, this particular demographic will not be experiencing growth from 2010 to 2015. However, men, along with 18-24s and consumers 55+ appear to be entering the market. Sport brands are appealing to active consumers, and brands that used to cater to tanners are adding SPF protection for a healthy tan. There is also great potential in appealing to those with darker skin tones, a neglected cohort in the past.
This report will examine the most recent factors surrounding the suncare market including details such as:
- The positive impact that product innovations and enhancements have had on the market
- How drug stores continue to refocus on being destinations for overall health, offering all possible products for sun protection and tanning, including private label analogues
- How focusing on additional benefits, such as anti-aging and extra moisturizers, can give products an edge
- How the top companies and brands are driving growth in a market where SPF ingredients are included in skincare and cosmetic products.
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