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Suncare - UK - November 2015

“Usage of suncare protection continues to be dependent on the weather, with value falling across 2014-15 in line with lower levels of sunshine. Looking forward, suncare brands can further align themselves with the skincare category in order to position their products as an integral part of a daily skincare routine.”
– Jack Duckett, Consumer Lifestyles Analyst

This report discusses the following key topics:

  • Engaging with older consumers
  • Countering the UK’s lack of sunshine

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Excluded
        • Executive Summary

            • Flat sales projected
              • Figure 1: Best- and worst-case forecast for retail value sales of mass market suncare products, 2010-20
            • Consumers take sun protection more seriously
              • Figure 2: Usage of sun protection products in the past 12 months and interest in future usage, August 2015
            • Just 13% of consumers wear suncare on a daily basis
              • Figure 3: Frequency of usage of sun protection, August 2015
            • Expanding educational campaigns
              • Figure 4: Barriers to using suncare on a daily basis, August 2015
            • Making aftersun essential
              • Figure 5: Attitudes towards aftersun, August 2015
            • Falling usage of self-tanning products
              • Figure 6: Usage of self-tan and other non-SPF suncare products in the past 12 months, August 2014 and August 2015
            • What we think
            • Issues and Insights

              • Engaging with older consumers
                • The facts
                  • The implications
                    • Countering the UK’s lack of sunshine
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • Lower sunshine levels cause fall in value sales
                            • Consumer emphasis on value drives down unit price of sun protection
                              • Premiumisation boosts value sales in the self-tan category
                                • Lidl and Aldi help bolster sales through grocery multiples
                                  • UK demographic profile continues to age
                                    • Sunscreen lotions fail protection tests
                                      • Rise in concerns about UK’s vitamin D levels
                                      • Market Size and Forecast

                                        • Value sales to fall in 2015
                                          • Figure 7: Value sales of mass market suncare products, 2010-20
                                        • Flat sales predicted
                                          • Figure 8: Best- and worst-case forecast for retail value sales of mass market suncare products, 2010-20
                                      • Segment Performance

                                        • Weather impacts sales of sun protection and aftersun
                                          • Figure 9: UK retail value sales of mass market suncare products, by segment, 2014-15
                                        • Premiumisation boosts value sales in the self-tan category
                                        • Channels to Market

                                          • Boots loses market share
                                            • Figure 10: UK retail value sales of mass market suncare products, by outlet type, 2014-15
                                          • Simplifying the shopper experience
                                            • Discounters continue to steal share
                                            • Market Drivers

                                              • Child population remains buoyant
                                                • Figure 11: Trends in the age structure of the UK population, 2010-20
                                              • Boom in skin cancer rates further highlights importance of suncare
                                                • Figure 12: Malignant melanoma, average number of new cases per year and age-specific incidence rates per 100,000 population, UK, 2009-11
                                              • Sunshine hours down in 2015
                                                • Figure 13: Hours of sunshine, by season, 2010-14
                                              • Rise in concern about UK’s vitamin D levels
                                                • Foreign beaches prove a popular holiday destination
                                                  • Figure 14: Types of holiday taken in the past 12 months, by destinations visited, October 2014
                                                • Sunscreen lotions fail protection tests
                                                • Key Players – What You Need to Know

                                                  • Own-label overtakes independent brands
                                                    • Other brands steal share
                                                      • Established sun protection brands deemed trustworthy…
                                                        • …whilst self-tan brands prove less trusted
                                                          • Advertising expenditure falls in suncare market
                                                            • NIVEA takes global educational stance
                                                              • Rise in high SPF launches
                                                                • Sun protection claims align with facial skincare category
                                                                • Market Share

                                                                  • Own-label overtakes independent brands
                                                                    • Figure 15: UK retail value sales of suncare products, by brand, years ending July 2014 and 2015
                                                                  • Other brands steal share
                                                                  • Brand Research

                                                                      • Brand map
                                                                        • Figure 16: Attitudes towards and usage of selected suncare brands, September 2015
                                                                      • Key brand metrics
                                                                        • Figure 17: Key metrics for selected suncare brands, September 2015
                                                                      • Brand attitudes: Boots Soltan noted for value, self-tanning brands for innovation
                                                                        • Figure 18: Attitudes, by suncare brand, September 2015
                                                                      • Brand personality: Most brands seen as accessible; Vita Liberata most exclusive brand
                                                                        • Figure 19: Brand personality – Macro image, September 2015
                                                                      • NIVEA Sun and Garnier Ambre Solaire share perception of efficacy, caring and expertise
                                                                        • Figure 20: Brand personality – Micro image, September 2015
                                                                      • Brand analysis
                                                                        • NIVEA Sun leads the way across many different metrics
                                                                          • Figure 21: User profile of NIVEA Sun, September 2015
                                                                        • Garnier Ambre Solaire has additional element of glamour but lacks same perception of caring as NIVEA Sun
                                                                          • Figure 22: User profile of Garnier Ambre Solaire, September 2015
                                                                        • Boots Soltan noted for value, but struggles to create enthusiastic reviews
                                                                          • Figure 23: User profile of Boots Soltan, September 2015
                                                                        • Hawaiian Tropic has a more rounded image
                                                                          • Figure 24: User profile of Hawaiian Tropic, September 2015
                                                                        • Vita Liberata’s inclusion in salons and spas reflects exclusive brand image
                                                                          • Figure 25: User profile of Vita Liberata, September 2015
                                                                        • Fake Bake has youthful image, but suffers from being seen as tacky by some
                                                                          • Figure 26: User profile of Fake Bake, September 2015
                                                                      • Brand Communication and Promotion

                                                                        • Advertising expenditure falls in suncare market
                                                                          • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products, by quarter, January 2012- September 2015
                                                                        • Encouraging year-round sun protection usage
                                                                          • Figure 28: Project Black Dot, September 2015
                                                                        • Mixed marketing channels
                                                                          • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products, % share by media type, January 2012-September 2015
                                                                        • Beiersdorf leads adspend in 2015
                                                                          • Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on suncare products^, % share by advertiser, January 2012-September 2015
                                                                          • Figure 31: La Roche-Posay ‘Skin Checker’ campaign, April 2015
                                                                        • Superdrug launches self-tan campaign
                                                                          • Figure 32: Smart Girls Fake It Campaign, June 2015
                                                                        • Coverage/methodology clarification
                                                                        • Launch Activity and Innovation

                                                                          • Increase in suncare launches
                                                                            • Figure 33: New product development in the suncare category, by sub-category, January 2012-September 2015
                                                                          • Rise in high SPF launches
                                                                            • Figure 34: New product development in the sun/sunbed exposure sub-category, by SPF rating, January 2012-September 2015
                                                                            • Figure 35: Examples of new product launches with high SPF in sun/sunbed exposure sub-category, January 2015-September 2015
                                                                          • Notable self-tan launches
                                                                            • Figure 36: Examples of self-tan product launches, January-September 2015
                                                                          • Never Miss A Spot aims to improve the application experience
                                                                            • Figure 37: Never Miss A Spot range, PHD Skincare, 2015
                                                                          • Launch activity driven by repackaging and relaunches
                                                                            • Figure 38: New product development in the suncare category, by launch type, January 2012-August 2015
                                                                            • Figure 39: The NIVEA Sun range repackaging, 2014
                                                                          • Suncare claims align with skincare market
                                                                            • Figure 40: Fastest growing product positioning claims in the sun/sunbed exposure sub-category, 2013-14
                                                                            • Figure 41: Fastest growing product positioning claims in the aftersun sub-category, 2013-14
                                                                          • Growth in free-from claims on self-tan products
                                                                            • Figure 42: Fastest growing product positioning claims in the self-tan sub-category, 2013-14
                                                                            • Figure 43: Examples of aftersun products carrying paraben-free and alcohol-free claims, 2014
                                                                        • The Consumer – What You Need to Know

                                                                          • Parents take sun protection most seriously
                                                                            • Usage of sun protection falls significantly alongside age
                                                                              • Sun protection usage largely driven by the weather
                                                                                • Bridging the gender gap
                                                                                  • Updating educational campaigns
                                                                                    • Two in five consumers use aftersun
                                                                                      • Falling usage of self-tan products
                                                                                      • Usage of Sun Protection Products

                                                                                        • Consumers take sun more seriously
                                                                                          • Figure 44: Usage of sun protection products in the past 12 months and interest in future usage, August 2015
                                                                                        • Parents prove most conscientious sun protection users
                                                                                          • Figure 45: Usage of sun protection products in the past 12 months and interest in future usage, by age of children present in home, August 2015
                                                                                        • Usage of suncare falls significantly with age
                                                                                          • Figure 46: Any use of sun protection products (excluding cosmetics with SPF) in the past 12 months, August 2015
                                                                                        • Closing the gender gap
                                                                                          • Figure 47: Usage of sun protection products in the past 12 months, by gender, August 2015
                                                                                      • Barriers to Daily Usage of Sun Protection

                                                                                        • Just 13% of consumers wear suncare on a daily basis
                                                                                          • Figure 48: Frequency of usage of sun protection, August 2015
                                                                                        • Men prove significantly more likely to only use sun protection on holiday
                                                                                          • Figure 49: Frequency of usage of sun protection, by gender, August 2015
                                                                                        • Expanding educational campaigns
                                                                                          • Figure 50: Barriers to using suncare on a daily basis, August 2015
                                                                                        • Skincare concerns
                                                                                          • Figure 51: Barriers to using suncare on a daily basis, by age, August 2015
                                                                                        • Concerns over vitamin D deficiency
                                                                                        • Perceptions of Sun Protection Formats

                                                                                          • Lotions/creams deemed the most moisturising
                                                                                            • Figure 52: Correspondence analysis – Perceptions of sun protection formats, August 2015
                                                                                            • Figure 53: Perceptions of suncare formats, August 2015
                                                                                          • Changing perceptions of sun protection oils
                                                                                            • Sun protection sprays could drive usage amongst men
                                                                                            • Attitudes towards Aftersun

                                                                                              • Two in five consumers use aftersun
                                                                                                • Figure 54: Usage of aftersun in the past 12 months and interest in future usage, August 2015
                                                                                              • Aftersun usage rises amongst users of low SPF sun protection
                                                                                                • Figure 55: Usage of aftersun in last 12 months, by usage of all suncare products in last 12 months, August 2015
                                                                                              • Making aftersun essential
                                                                                                • Figure 56: Attitudes towards aftersun, August 2015
                                                                                              • Aftersun vs regular body moisturiser
                                                                                                • Opportunity for different aftersun formats
                                                                                                  • Figure 57: ORS Shealicious Hair Conditioning Cocktails
                                                                                              • Usage of Self-Tan and Other Non-SPF Suncare Products

                                                                                                • Falling usage of self-tan products
                                                                                                  • Figure 58: Usage of self-tan and other non-SPF suncare products in the past 12 months, August 2014 and August 2015
                                                                                                • Young adults more engaged with sun-free tanning
                                                                                                  • Figure 59: Usage of self-tan and other non-SPF suncare products in the past 12 months, by age, August 2015
                                                                                                • Future interest is highest in gradual tanners
                                                                                                  • Figure 60: Usage of self-tan and other non-SPF suncare products in the past 12 months and interest in future usage, August 2015
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Data sources
                                                                                                  • Abbreviations
                                                                                                    • Fan chart forecast
                                                                                                      • Brand research
                                                                                                        • Brand map
                                                                                                          • Correspondence analysis
                                                                                                          • Appendix – Key Players

                                                                                                              • Figure 61: New product development in the suncare category, by top five ultimate companies and other, 2014

                                                                                                          Companies Covered

                                                                                                          • Cancer Research UK

                                                                                                          Suncare - UK - November 2015

                                                                                                          US $2,478.79 (Excl.Tax)