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Suncare - China - November 2012

“The suncare segment has been a star performer in the skincare market for the past few years with sales growth consistently outstripping the beauty and personal market as a whole. As they get richer and are increasingly exposed to Western technology and ideas, Chinese people are paying more attention to their health and appearance, and they are using their newfound financial clout to pursue and fulfil their needs in these areas. This demand is driving growth in personal care products, in particular skincare.

Despite the fact that white skin has been highly prized in China since its early history, a market for suncare has only recently developed as economic conditions have improved, with suncare products only appearing in the 1990s. Traditionally Chinese people used parasols and long sleeves to defend against UV damage.

Today use of suncare for both outdoor and everyday wear has swelled. Outdoor suncare has been driven by a surge in both the frequency of and time spent on travel and trips. Daily-use suncare has been driven by mass media campaigns which have increased consumer awareness on the importance of protecting themselves against the dangers of UV by including suncare into their daily skincare regimes.

Our research indicates that the fast-paced growth in this young, immature market will continue over the next five years. While most market segments are led by a small number of brands, an opportunity exists for these brands to adjust and optimise their products and new brands to enter the market.”

– Sabrina Tao, Senior Research Analyst

Some questions answered in this report include:

  • In a market characterised by a significant difference in sales between peak and off seasons, how can manufacturers reduce the influence of seasonality and spur sales?
  • What are the key factors influencing consumer purchasing decisions, and in what direction will development in suncare functions and formulations go?
  • Is there a need for further segmentation in suncare, and where do the future opportunities in segmentation lie?
  • Can the brands’ current brand position in the market cover and cater to the needs of each type of consumer, and are there still opportunities to cut into the market?

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Consumer research
          • Abbreviations
          • Executive Summary

            • The market
              • Figure 1: China suncare market value sales, 2007-12
              • Figure 2: China skincare market value sales, by segment (RMB), 2007-12
            • The forecast
              • Figure 3: Forecast – China suncare market value sales, 2007-17
            • Market Segmentation
              • Figure 4: China skincare market value sales, by segment (RMB), 2007-12
            • Market Drivers
              • China’s suncare market has experienced relatively late but rapid growth in stark contrast to other countries.
                • The Whitening Craze
                  • Figure 5: Whitening claim in skincare products, 2008-12
                • Days out and holiday trips on the up as wealth increases
                  • Figure 6: Discretionary spending, April 2012
                  • Figure 7: China tourism data, 2006-10
                • Educational campaigns and media coverage
                    • Figure 8: Usage of suncare products, by gender, June 2012
                  • The leading companies
                    • Figure 9: China suncare market share, by manufacturer, 2011
                  • Issues
                    • Further development potential in the seasonal market
                      • What consumers want from product formulations
                        • Growth opportunities in market segmentation
                          • Brand positioning not fully meeting consumer needs
                          • China’s Suncare Target Consumer Groups

                              • Figure 10: Sizes of different consumer groups, June 2012
                            • High-end consumers
                              • Highly Engaged Users
                                • Brand Loyalists
                                  • Mid-end Consumers
                                    • Practical Users
                                      • Budding Users
                                        • Low-end Consumers
                                          • Poorly Engaged Users
                                          • Potential For Further Growth in the Seasonal Consumer Market

                                            • Key issues
                                              • Seasonal buying restricting growth in the suncare market
                                                • Figure 11: Seasonality of using suncare products, by city type, June 2012
                                              • Highlighting the year-round risk of UV to improve suncare sales outside of peak season
                                                  • Figure 12: UV distribution in China
                                                • Consumers have low awareness of the year-round risk of UV
                                                  • Figure 13: Reasons for not using suncare products, June 2012
                                                  • Figure 14: SPF level of suncare products, by season, June 2012
                                                  • Figure 15: Important product properties when buying suncare products, June 2012
                                                • Current products do not provide broad-spectrum protection
                                                  • Figure 16: New suncare product launches featuring anti-UV claims, 2008-12
                                                • Product combination can satisfy consumer demand for multifunctional products, but sun protection levels should be increased
                                                    • Figure 17: Colour cosmetics/skincare featuring anti-UV claims, 2008-12
                                                  • Expanding usage occasions will create new opportunities for sales outside of peak season
                                                      • Figure 18: Occasions of using suncare products, by season, June 2012
                                                    • Outdoor recreation
                                                      • Travel and holiday
                                                        • Figure 19: China tourism data, 2006-10
                                                        • Figure 20: Holidays taken in the last 12 months, April 2012
                                                      • With consumers not applying enough sunscreen in summer there is an opportunity to boost usage amounts
                                                        • Figure 21: Frequency of using suncare products in summer, June 2012
                                                        • Figure 22: Occasions of using suncare products, June 2012
                                                      • Sales strategies taking into account regional differences can maximise sales in the peak summer season
                                                          • Figure 23: Annual average temperatures across China
                                                        • What it means
                                                        • What Consumers Want From Product Formulations

                                                          • Key issues
                                                            • Sun protection effectiveness is key; brand, SPF, function and price all influence consumer decision-making
                                                              • Figure 24: Top three factors to consider when buying suncare products, June 2012
                                                              • Figure 25: Top three factors to consider when buying suncare products, by consumer typologies, June 2012
                                                            • R&D to ensure product effectiveness
                                                              • Consumer demand for added benefits and the opportunity in the market
                                                                • Figure 26: Attitudes towards suncare, agreement with the following statements, June 2012
                                                                • Figure 27: Important product properties when buying suncare products, June 2012
                                                                • Figure 28: Additional benefits claims in suncare as a percentage of suncare launches, 2008-12
                                                                • Figure 29: Description of facial skin, by age group, May 2012
                                                                • Figure 30: Reasons for purchasing skin and bodycare products, by age group, May 2012
                                                              • Enticing consumers with natural and organic ingredients
                                                                  • Figure 31: Important product properties when buying suncare products, by consumer typologies, June 2012
                                                                  • Figure 32: Additional benefit claims as a percentage of suncare launches, 2008-12
                                                                  • Figure 33: Agreement with the statement ‘Natural/organic sunscreen formulations are not as effective as chemical ones’, by consumer typologies, June 2012
                                                                • What it means
                                                                • Growth Opportunities in Market Segmentation

                                                                  • Key issues
                                                                    • Suncare requirements depend on skin type
                                                                      • Figure 34: Facial skin type, May 2012
                                                                    • Light product formulations for oily and combination skin
                                                                      • Figure 35: Facial skin type, by region, May 2012
                                                                      • Figure 36: Trends in suncare product launches claiming to be ‘light and breathable’, 2008-12
                                                                    • Specialised formulations for sensitive skin needed
                                                                      • Figure 37: Additional functions as a percentage of new suncare product launches, 2008-12
                                                                    • Specialised products for different parts of the body
                                                                        • Figure 38: Agreement with the statement ‘I think it is important to apply different SPF to face and body’, by selected consumer typologies, June 2012
                                                                        • Figure 39: Agreement with the statement ‘I believe there are significant differences between suncare products for face and suncare products for body’, by selected consumer typologies, June 2012
                                                                        • Figure 40: Proportion of suncare products launched for the body, by country, 2008-12
                                                                      • Suncare for babies and children still in its infancy
                                                                        • Figure 41: Use of babycare products, May 2012
                                                                        • Figure 42: US product value sales of babycare products, 2006-11
                                                                        • Figure 43: Babies’ and children’s suncare as a proportion of suncare launches across selected countries, 2008-12
                                                                      • After-sun is expanding rapidly and there is room for more growth
                                                                        • Figure 44: China suncare market value sales and annual growth, by product segments, 2007-12
                                                                        • Figure 45: Agreement with the statement ‘I think that using after-sun helps soothe irritated skin’, by consumer typologies, June 2012
                                                                        • Figure 46: Types of suncare products used, by consumer typologies, June 2012
                                                                        • Figure 47: Seasonal use of sun protection and after-sun products, by consumer typologies, June 2012
                                                                      • What it means
                                                                      • Brand Positioning Not Fully Meeting Consumer Requirements

                                                                        • Key issues
                                                                          • Branding has a major influence on purchase decisions
                                                                            • Figure 48: Top ranking factors to consider when buying suncare products, by consumer typologies, June 2012
                                                                          • Product category management strategies
                                                                              • Figure 49: Total skincare and suncare manufacturer sales share in China, 2011
                                                                            • Extending from skincare into suncare
                                                                              • Creating an independent sub-brand
                                                                                • A strategy for suncare specialists
                                                                                  • Consumers demand both functional and emotional benefits from suncare brand positioning
                                                                                      • Figure 50: Overview of positioning of selected suncare brands and their slogans
                                                                                      • Figure 51: Factor analysis performance, by consumer typologies, June 2012
                                                                                    • What it means
                                                                                    • Appendix Market Size, Market Segmentation and Market Share

                                                                                        • Figure 52: China suncare market segments value sales and annual growth, 2007-12
                                                                                        • Figure 53: Market share of leading suncare companies, 2009-11
                                                                                    • Appendix – Market Forecast

                                                                                        • Figure 54: China’s suncare market actual and forecast value, 2007-17
                                                                                        • Figure 55: China’s sunscreen market actual and forecast value, 2007-17
                                                                                        • Figure 56: China’s self-tanning market actual and forecast value, 2007-17
                                                                                        • Figure 57: China’s after-sun market actual and forecast value, 2007-17
                                                                                    • Appendix – Seasonality of Using Suncare Products

                                                                                        • Figure 58: Seasonality of using suncare products, June 2012
                                                                                        • Figure 59: Seasonality of using sunscreen products, by demographics, June 2012
                                                                                        • Figure 60: Seasonality of using after-sun products, by demographics, June 2012
                                                                                        • Figure 61: Seasonality of using self-tanning products, by demographics, June 2012
                                                                                    • Appendix – Reasons for Not Using Suncare Products

                                                                                        • Figure 62: Reasons for not using suncare products, June 2012
                                                                                        • Figure 63: Reasons for not using suncare products, by demographics, June 2012
                                                                                    • Appendix – SPF level of Suncare Products by Season

                                                                                        • Figure 64: SPF level of suncare products, by season, June 2012
                                                                                        • Figure 65: SPF level of suncare products, by spring season, by demographics, June 2012
                                                                                        • Figure 66: SPF level of suncare products, by summer season, by demographics, June 2012
                                                                                        • Figure 67: SPF level of suncare products, by fall season, by demographics, June 2012
                                                                                        • Figure 68: SPF level of suncare products, by winter season, by demographics, June 2012
                                                                                    • Appendix – Frequency of Using Suncare Products in Summer

                                                                                        • Figure 69: Frequency of using suncare products in summer, June 2012
                                                                                        • Figure 70: Frequency of using suncare products in summer, June 2012
                                                                                        • Figure 71: Most popular frequency of using sunscreen products in summer, by demographics, June 2012
                                                                                        • Figure 72: Next most popular frequency of using sunscreen products in summer, by demographics, June 2012
                                                                                        • Figure 73: Most popular frequency of using after-sun products in summer, by demographics, June 2012
                                                                                        • Figure 74: Next most popular frequency of using after-sun products in summer, by demographics, June 2012
                                                                                        • Figure 75: Most popular frequency of using self-tanning products in summer, by demographics, June 2012
                                                                                        • Figure 76: Next most popular frequency of using self-tanning products in summer, by demographics, June 2012
                                                                                    • Appendix – Occasions of Using Suncare Products by Season

                                                                                        • Figure 77: Occasions of using suncare products, by season, June 2012
                                                                                        • Figure 78: Occasions of using suncare products, by spring season, by demographics, June 2012
                                                                                        • Figure 79: Occasions of using suncare products, by summer season, by demographics, June 2012
                                                                                        • Figure 80: Occasions of using suncare products, by autumn season, by demographics, June 2012
                                                                                        • Figure 81: Occasions of using suncare products, by winter season, by demographics, June 2012
                                                                                    • Appendix – Suncare Buyers in Household

                                                                                        • Figure 82: Suncare buyers in household, June 2012
                                                                                        • Figure 83: Suncare buyers in household, by demographics, June 2012
                                                                                    • Appendix – Top Three Factors to Consider When Buying Suncare Products

                                                                                        • Figure 84: Top three factors to consider when buying suncare products, June 2012
                                                                                        • Figure 85: Top rank factors to consider when buying suncare products, by demographics, June 2012
                                                                                        • Figure 86: Most popular second rank factors to consider when buying suncare products, by demographics, June 2012
                                                                                        • Figure 87: Next most popular second rank factors to consider when buying suncare products, by demographics, June 2012
                                                                                        • Figure 88: Most popular third rank factors to consider when buying suncare products, by demographics, June 2012
                                                                                        • Figure 89: Next most popular third rank factors to consider when buying suncare products, by demographics, June 2012
                                                                                    • Appendix – Important Product Properties When Buying Suncare Products

                                                                                        • Figure 90: Important product properties when buying suncare products, June 2012
                                                                                        • Figure 91: Most popular important product properties when buying suncare products, by demographics, June 2012
                                                                                        • Figure 92: Next most popular important product properties when buying suncare products, by demographics, June 2012
                                                                                        • Figure 93: Other important product properties when buying suncare products, by demographics, June 2012
                                                                                    • Appendix – Expenditure on Suncare Products

                                                                                        • Figure 94: Expenditure on suncare products, June 2012
                                                                                        • Figure 95: Expenditure on suncare products, June 2012
                                                                                        • Figure 96: Expenditure on sunscreen products, by demographics, June 2012
                                                                                        • Figure 97: Expenditure on after-sun products, by demographics, June 2012
                                                                                        • Figure 98: Expenditure on self-tanning products, by demographics, June 2012
                                                                                    • Appendix – Suncare Brands Bought

                                                                                        • Figure 99: Suncare brands bought, June 2012
                                                                                        • Figure 100: Most popular suncare brands bought, by demographics, June 2012
                                                                                        • Figure 101: Next most popular suncare brands bought, by demographics, June 2012
                                                                                        • Figure 102: Other suncare brands bought, by demographics, June 2012
                                                                                    • Appendix – Repertoire Analysis

                                                                                        • Figure 103: Repertoire of suncare brands bought, June 2012
                                                                                        • Figure 104: Repertoire of suncare brands bought, by demographics, June 2012
                                                                                    • Appendix – Suncare Brands Bought Most Often

                                                                                        • Figure 105: Suncare brands bought most often, June 2012
                                                                                        • Figure 106: Most popular suncare brands bought most often, by demographics, June 2012
                                                                                        • Figure 107: Next most popular suncare brands bought most often, by demographics, June 2012
                                                                                    • Appendix – Location of Buying Suncare Products

                                                                                        • Figure 108: Location of buying suncare products, June 2012
                                                                                        • Figure 109: Most popular location of buying suncare products, by demographics, June 2012
                                                                                        • Figure 110: Next most popular location of buying suncare products, by demographics, June 2012
                                                                                    • Appendix – Attitudes Towards Suncare

                                                                                        • Figure 111: Attitudes towards suncare, June 2012
                                                                                        • Figure 112: Agreement with the statements ‘Suncare products are more important for the health of skin rather than the look of skin’ and ‘I think that to use after-sun care helps soothe irritated skin’, by demographics, June 2012
                                                                                        • Figure 113: Agreement with the statements ‘I think it important to apply different SPF to face and body’ and ‘I think it is necessary to use special cleansing products to wash sunblock off’, by demographics, June 2012
                                                                                        • Figure 114: Agreement with the statements ‘I prefer well-known brands over any less well-known brands’ and ‘I believe there are significant differences between suncare products for face and suncare products for body’, by demographics, June 2012
                                                                                        • Figure 115: Agreement with the statements ‘I look for suncare products with added benefits (soothing, insect repellent)’ and ‘It is worth paying more for prestige suncare brands such as Estée Lauder, Clarins, Lancôme, Lancaster’, by demographics, June 2012
                                                                                        • Figure 116: Agreement with the statements ‘I am interested in trying different suncare products’ and ‘Because of my busy lifestyle, I don't take care of myself as well as I should’, by demographics, June 2012
                                                                                        • Figure 117: Agreement with the statements ‘Private-label suncare products are as good as branded products’ and ‘Natural/organic sunscreen formulations are not as effective as chemical ones’, by demographics, June 2012
                                                                                        • Figure 118: Agreement with the statements ‘I care for sun protection only and don't think other sun products relevant to me’ and ‘I prefer to stick to one brand for all suncare products’, by demographics, June 2012
                                                                                        • Figure 119: Most popular attitudes towards suncare (any agree), by demographics, June 2012
                                                                                        • Figure 120: Next most popular attitudes towards suncare (any agree), by demographics, June 2012
                                                                                        • Figure 121: Other attitudes towards suncare (any agree), by demographics, June 2012
                                                                                    • Appendix – Cluster Analysis

                                                                                        • Figure 122: Target groups, June 2012
                                                                                        • Figure 123: Target groups, by demographics, June 2012

                                                                                    Companies Covered

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                                                                                    Suncare - China - November 2012

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