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Sun Protection and Sunless Tanners - US - October 2011

The U.S. sun protection and sunless tanner market sold through food, drug, and mass stores (not including Walmart) continues to benefit from an increasingly educated and aware consumer public that seeks to avoid damaging UVA/UVB rays that cause melanoma and skin aging. While sunscreen and suntan lotions have increased sales significantly, sunless tanner sales have suffered. This report focuses on these issues, and provides close analysis of the following:

  • How fears of skin cancer have led manufacturers to continue to ramp up SPF and how a number of consumers perceive this to be an advancement in the market
  • The role of women in driving FDMx sales
  • How impending FDA guidelines will alter the marketing landscape and how companies are shifting their ad strategies to comply with these guidelines
  • How outside products that feature SPF, such as moisturizers and cosmetics, also threaten sales of suncare
  • Why drug stores lead the FDMx market and which companies partner with drug chains to better promote their brands and skin cancer awareness
  • Innovations in the market for new application methods, anti-aging, and children’s care
  • Marketing strategies of the top FDMx companies

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Table of contents

  1. Scope and Themes

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

                      • A growing—but less glowing—suncare market
                        • Women most likely to use self-tanners, but the segment is in decline
                          • New regulations and outside products may challenge some companies
                            • Overall growth expected into 2016
                              • Drug channels outsell other FDMx stores based on reputation and selection
                                • Market driven by skin cancer fears and women
                                  • Leveraging fears to help drive sales
                                    • Women are most attuned to reducing sun exposure
                                      • The importance of men should not be underestimated
                                        • Narrow margins between the top three FDMx companies
                                          • Innovations and innovators
                                            • Self-tanners go for authenticity
                                              • Applications get inventive
                                                • Brands and their marketing strategies
                                                  • Product usage
                                                    • Attitudes toward sunscreen
                                                      • How users shop for skincare
                                                        • Usage frequency
                                                          • Attitudes toward sunless/self-tanning products
                                                            • Reasons for not using sunless/self-tanners
                                                              • Teens
                                                              • Insights and Opportunities

                                                                • Partnering with outside products
                                                                  • Suncare apps help keep users informed and protected
                                                                    • FDA approves MelaFind
                                                                      • New delivery systems may expand product use
                                                                      • Inspire Insights

                                                                          • Trend: A Simple Balance for Health
                                                                            • Trend: Agelessness
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • FDMx market grows as consumers avoid skin cancer and premature aging
                                                                                  • Women will drive the market in the coming years
                                                                                    • Avoiding outside competition and dealing with new guidelines
                                                                                      • Sun protection and sunless tanners market size and forecast
                                                                                        • Figure 1: FDMx sales and forecast of sun protection and sunless tanners, at current prices, 2006-16
                                                                                        • Figure 2: FDMx sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2006-16
                                                                                    • Market Drivers

                                                                                      • Most sales driven by fear of cancer and premature skin aging
                                                                                        • But sunscreen reapplication is falling short
                                                                                          • Figure 3: Lifetime UV exposure in the U.S.
                                                                                          • Figure 4: Sunscreen usage and habits by gender, July 2011
                                                                                        • Women use sunscreen/after-sun/sunless tanners more than men
                                                                                            • Figure 5: Use of suncare products, by gender, February 2010-March 2011
                                                                                            • Figure 6: Female population, by age, 2006-16
                                                                                          • Bringing more men to the market
                                                                                            • Usage highest among 35-44s, but group population growth is slow
                                                                                                • Figure 7: Use of suncare products, by age, February 2010-March 2011
                                                                                                • Figure 8: Population, by age, 2006-16
                                                                                              • Use rises with household income, but most households earn less than $50K
                                                                                                  • Figure 9: Use of suncare products, by household income, February 2010-March 2011
                                                                                                  • Figure 10: Household income distribution, 2010
                                                                                              • Competitive Context

                                                                                                • Personal care products with SPF and/or color threaten suncare sales
                                                                                                  • New FDA guidelines to alter packaging and labeling
                                                                                                      • Figure 11: Coppertone Sport television ad, 2011
                                                                                                    • Foundation “primers” establish a place in the SPF arena
                                                                                                    • Segment Performance

                                                                                                      • Key points
                                                                                                        • Sunscreen remains the leading segment
                                                                                                          • Sunless tanners decline as tanning oils grow
                                                                                                            • Sales of sun protection and sunless tanners by segment
                                                                                                              • Figure 12: FDMx sales of selected sun protection and sunless tanner products at current prices, by segment, 2006-16
                                                                                                          • Segment Performance—Sunscreen/Sunblock

                                                                                                            • Key points
                                                                                                              • Sunscreen ramps up the SPF and product claims
                                                                                                                • Sales and forecast of sunscreen/sunblock
                                                                                                                  • Figure 13: FDMx sales of sunscreen/sunblock, 2006-16
                                                                                                              • Segment Performance—Sunless Tanners

                                                                                                                • Key points
                                                                                                                  • Sunless tanners beset by color, staining, and application issues
                                                                                                                    • Sales and forecast of sunless tanners
                                                                                                                      • Figure 14: FDMx sales of sunless tanners, 2006-16
                                                                                                                  • Segment Performance—Tanning Lotion/Oil

                                                                                                                    • Key points
                                                                                                                      • Tanning oils increase FDMx sales, brands incorporate SPF and other extras
                                                                                                                        • Sales and forecast of tanning lotion/oils
                                                                                                                          • Figure 15: FDMx sales of tanning lotion/oils, 2006-16
                                                                                                                      • Retail Channels

                                                                                                                        • Key points
                                                                                                                          • Drug channels maintain top FDMx spot, grow sales
                                                                                                                            • Other FDMx channels also increase sales
                                                                                                                              • Channel sales
                                                                                                                                • Figure 16: U.S. sales of sun protection and sunless tanner products, by channel, at current prices, 2010 and 2011
                                                                                                                            • Retail Channels—Drug Stores

                                                                                                                              • Key points
                                                                                                                                • Drug stores often have the most comprehensive selection and expertise
                                                                                                                                  • Drug store sales of sun protection and sunless tanners
                                                                                                                                    • Figure 17: FDMx sales of sun protection and sunless tanners at drug stores, 2006-11
                                                                                                                                • Retail Channels—Other FDMx

                                                                                                                                  • Key points
                                                                                                                                    • Other FDMx stores grow at the same pace as drug channels
                                                                                                                                      • Mass should benefit from sluggish economy
                                                                                                                                        • Other FDMx sales of sun protection and sunless tanners
                                                                                                                                          • Figure 18: FDMx sales of sun protection and sunless tanners at other FDMx stores, at current prices, 2006-11
                                                                                                                                      • Leading Companies

                                                                                                                                        • Key points
                                                                                                                                          • An FDMx market dominated by three competitive companies
                                                                                                                                            • Private label outpaces national brands
                                                                                                                                              • Leading companies
                                                                                                                                                • Figure 19: Leading FDMx sun protection and sunless tanner companies, 2010-11
                                                                                                                                            • Selected Brand Analysis—Sunscreen/Sunblock

                                                                                                                                              • Key points
                                                                                                                                                • Playtex grows sales with Banana Boat and Hawaiian Tropic…
                                                                                                                                                  • …while Merck improves with Coppertone…
                                                                                                                                                    • …but J&J increases sales most with Neutrogena
                                                                                                                                                      • Kids’ brands provide sales boost
                                                                                                                                                        • Leading sunscreen/sunblock brands
                                                                                                                                                          • Figure 20: Leading FDMx sunscreen/sunblock brands, 2010-11
                                                                                                                                                      • Selected Brand Analysis—Sunless Tanners

                                                                                                                                                        • Key points
                                                                                                                                                          • L'Oréal increases FDMx sales…
                                                                                                                                                            • …and J&J slips as its Neutrogena brand declines
                                                                                                                                                              • Leading sunless-tanner brands
                                                                                                                                                                • Figure 21: Leading FDMx sunless-tanner brands, 2010-11
                                                                                                                                                            • Selected Brand Analysis—Tanning Lotion/Oil

                                                                                                                                                              • Key points
                                                                                                                                                                • Hawaiian Tropic slows momentum for Playtex
                                                                                                                                                                  • European Tanning grows sales on the heels of Playtex losses
                                                                                                                                                                    • Leading tanning lotion/oil brands
                                                                                                                                                                      • Figure 22: Leading FDMx tanning lotion/oil brands, 2010-11
                                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                                    • Self-tanners
                                                                                                                                                                      • Nature's Gate:Sunless Tanner Self-Tanning Lotion
                                                                                                                                                                        • Hard Candy:Glow All the Way Instant Bronze & Gradual Self-tanner
                                                                                                                                                                          • Neova DNA Damage Control:Silc Sheer SPF 45 Photo Finish Tint
                                                                                                                                                                            • Innovative applications
                                                                                                                                                                              • So Bronze: Instant Body Bronzing Mist Airbrush Self-Tanner
                                                                                                                                                                                • Temptu AIR Pod: Face Tan
                                                                                                                                                                                  • glõminerals: Protecting Powder Sunscreen SPF 30
                                                                                                                                                                                    • Anti-aging
                                                                                                                                                                                      • Avon Anew Solar Advance:Sunscreen Body Mist SPF 28
                                                                                                                                                                                        • Yves Rocher Protectyl After Sun:Anti-Wrinkle Sun Care
                                                                                                                                                                                          • Yves Rocher Self-Tanner: Self-Tanning Face Lift Care
                                                                                                                                                                                            • For the kids
                                                                                                                                                                                              • Figure 23: Neutrogena Wet Skin Kids television ad, 2011
                                                                                                                                                                                            • Ocean Potion Suncare: Kidsport SPF 50+
                                                                                                                                                                                              • Solar Sense Zany Zinc: Colored Sunscreen SPF 50
                                                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                    • Merck & Co.: Coppertone
                                                                                                                                                                                                      • Figure 24: Brand analysis of Coppertone, 2011
                                                                                                                                                                                                      • Figure 25: Coppertone Sport television ad, 2011
                                                                                                                                                                                                    • Coppertone web strategies
                                                                                                                                                                                                      • Johnson & Johnson: Neutrogena and Aveeno
                                                                                                                                                                                                        • Neutrogena
                                                                                                                                                                                                          • Figure 26: Brand analysis of Neutrogena, 2011
                                                                                                                                                                                                          • Figure 27: Neutrogena television ad, 2011
                                                                                                                                                                                                        • Aveeno
                                                                                                                                                                                                          • Figure 28: Brand analysis of Aveeno, 2011
                                                                                                                                                                                                          • Figure 29: Aveeno Hydrosport television ad, 2011
                                                                                                                                                                                                        • Neutrogena online initiatives
                                                                                                                                                                                                          • Aveeno web strategies
                                                                                                                                                                                                          • Product Usage

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Nearly two thirds of respondents use suncare
                                                                                                                                                                                                                  • Figure 30: Suncare products used, July 2011
                                                                                                                                                                                                                • Women most likely to use suncare, sunscreen, self-tanners
                                                                                                                                                                                                                  • Figure 31: Suncare products used, by gender, July 2011
                                                                                                                                                                                                                • 18-44 most likely to use sunscreen, suncare, self-tanners
                                                                                                                                                                                                                  • Figure 32: Suncare products used, by age, July 2011
                                                                                                                                                                                                                • Usage increases with household income
                                                                                                                                                                                                                  • Figure 33: Suncare products used, by household income, July 2011
                                                                                                                                                                                                              • Attitudes toward Sunscreen

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Eight in 10 use sunscreen to avoid burning and skin cancer
                                                                                                                                                                                                                      • Figure 34: Sunscreen usage and habits by gender, July 2011
                                                                                                                                                                                                                    • 18-34 appear most likely to risk sunburn
                                                                                                                                                                                                                      • Figure 35: Sunscreen usage and habits by age, July 2011
                                                                                                                                                                                                                  • How Users Shop for Suncare

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Waterproof formula is important to more than half
                                                                                                                                                                                                                          • Figure 36: Suncare product purchasing attributes, by gender, July 2011
                                                                                                                                                                                                                        • 18-24 seeking affordability; seniors buying higher SPF
                                                                                                                                                                                                                          • Figure 37: Suncare product purchasing attributes, by age, July 2011
                                                                                                                                                                                                                      • Brands Used

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Banana Boat used most
                                                                                                                                                                                                                            • Figure 38: Suncare product brands used for the face and/or body, by gender, February 2010-March 2011
                                                                                                                                                                                                                          • Use of Coppertone, Neutrogena increases with household income
                                                                                                                                                                                                                            • Figure 39: Suncare product brands used for the face and/or body, by household income, February 2010-March 2011
                                                                                                                                                                                                                        • Usage Frequency

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Most use one bottle/tube of suncare per year for face and body
                                                                                                                                                                                                                              • Figure 40: Usage frequency of suncare product brands used for the face and body, by gender, February 2010-March 2011
                                                                                                                                                                                                                            • 18-24 most likely to use multiple bottles/tubes of suncare per year
                                                                                                                                                                                                                              • Figure 41: Usage frequency of suncare product brands used for the face and body, by age, February 2010-March 2011
                                                                                                                                                                                                                          • Attitudes toward Sunless/Self-tanning Products

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Most use self-tanners for a quick tan
                                                                                                                                                                                                                                • Figure 42: Reasons for sunless/self-tanner use, by gender, July 2011
                                                                                                                                                                                                                              • 18-24 least likely to use self-tanners for a quick tan
                                                                                                                                                                                                                                • Figure 43: Reasons for sunless/self-tanner use, by age, July 2011
                                                                                                                                                                                                                              • Three quarters take recommendations from others about sunless tanners
                                                                                                                                                                                                                                • Figure 44: Opinions about sunless/self-tanning products, by age, July 2011
                                                                                                                                                                                                                            • Reasons for Not Using Self-tanners

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Many feel that self-tanning color appears too fake
                                                                                                                                                                                                                                    • Figure 45: Reasons for not using sunless tanners by gender, July 2011
                                                                                                                                                                                                                                  • Seniors are poor candidates for sunless tanners
                                                                                                                                                                                                                                    • Figure 46: Reasons for not using sunless tanners, by age, July 2011
                                                                                                                                                                                                                                  • Highest household income most likely to feel sunless tanners look too fake
                                                                                                                                                                                                                                    • Figure 47: Reasons for not using sunless tanners by household income, July 2011
                                                                                                                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • White respondents most likely to use suncare
                                                                                                                                                                                                                                      • Figure 48: Use of suncare products, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                                                                                    • Black respondents least likely to use sunscreen, suncare, sunless tanners
                                                                                                                                                                                                                                      • Figure 49: Suncare products used by race/Hispanic origin, July 2011
                                                                                                                                                                                                                                    • White respondents most likely to use sunscreen to avoid burning/skin cancer
                                                                                                                                                                                                                                      • Figure 50: Sunscreen usage and habits, by race/Hispanic origin, July 2011
                                                                                                                                                                                                                                    • White respondents most likely to view self-tanner color as too fake
                                                                                                                                                                                                                                      • Figure 51: Reasons for not using sunless tanners by race/Hispanic origin, July 2011
                                                                                                                                                                                                                                  • Teens

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Nearly half of teens use suncare; teen girls report much more usage
                                                                                                                                                                                                                                        • Figure 52: Use of suncare products among teens, by gender, February 2010-March 2011
                                                                                                                                                                                                                                      • Younger teens most likely to use suncare
                                                                                                                                                                                                                                        • Figure 53: Use of suncare products among teens, by age, February 2010-March 2011
                                                                                                                                                                                                                                      • Banana Boat is used most by teens
                                                                                                                                                                                                                                        • Figure 54: Suncare product brands used for the face and/or body among teens, by gender, February 2010-March 2011
                                                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Households with children more likely to use sun protection
                                                                                                                                                                                                                                              • Figure 55: Suncare products used, by presence of children in household, July 2011
                                                                                                                                                                                                                                            • Presence of children more apt to look for waterproof, higher SPF formulas
                                                                                                                                                                                                                                                • Figure 56: Suncare product purchasing attributes, by presence of children in household, July 2011
                                                                                                                                                                                                                                            • IRI/Builders Panel Data

                                                                                                                                                                                                                                                • Suntan lotion and oil
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 57: Brand map, selected brands of suntan lotion and oil buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 58: Key purchase measures for the top brands of suntan lotion and oil, by household penetration, 2010*
                                                                                                                                                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                      • Attitudes toward sunless/self-tanning products
                                                                                                                                                                                                                                                        • Figure 59: Reasons for sunless/self-tanner use, by household income, July 2011
                                                                                                                                                                                                                                                      • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                        • Figure 60: Suncare product purchasing attributes, by race/Hispanic origin, July 2011
                                                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • American Academy of Dermatology
                                                                                                                                                                                                                                                      • American Cancer Society (ACS)
                                                                                                                                                                                                                                                      • Avon
                                                                                                                                                                                                                                                      • Energizer Holdings, Inc.
                                                                                                                                                                                                                                                      • Jergens Naturals
                                                                                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                                                                                      • Merck & Co. Inc.
                                                                                                                                                                                                                                                      • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                      • Neutrogena Corporation
                                                                                                                                                                                                                                                      • Olay Company, Inc.
                                                                                                                                                                                                                                                      • Personal Care Products Council
                                                                                                                                                                                                                                                      • Playtex Products Inc
                                                                                                                                                                                                                                                      • Skin Cancer Foundation

                                                                                                                                                                                                                                                      Sun Protection and Sunless Tanners - US - October 2011

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