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Skin Protection - US - October 2018

"Adults recognize that sun exposure has a negative impact on the appearance of their skin, and the majority of adults use sunscreen, tanning products, or sunless tanners. However, the category continues to be challenged by seasonal use. Industry players are further challenged by competing personal care products that offer sun protection as an added benefit. While brands are challenged to combat seasonality, other protection claims (ie pollution, blue light), natural positioning, and multi-benefit products could encourage more regular, year-round usage."
- Shannon Romanowski, Director of Research

This Report looks at the following areas:

  • Seasonal or “as needed” usage tendencies limits market
  • Competition from adjacent categories offering skin protection 
  • Confusion on safety and efficacy of skin protection 
  • Market leaders struggle

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2013-23
        • The issues
          • Seasonal or “as needed” usage tendencies limits market
            • Figure 2: Frequency of sunscreen usage, August 2018
          • Competition from adjacent categories offering skin protection
            • Figure 3: Frequency of usage for personal care products with skin protection, August 2018
          • Confusion on safety and efficacy of skin protection
            • Figure 4: Select attitudes toward skin protection, August 2018
          • Market leaders struggle
            • Figure 5: Multi-outlet sales of sun protection and sunless tanners, by leading companies, rolling 52 weeks 2017 and 2018
          • The opportunities
            • Position skin protection for everyday use
              • Figure 6: Usage and interest in skin protection products, August 2018
            • Take a cue from smaller brands by embracing natural
              • What it means
              • The Market – What You Need to Know

                • Seasonality impacts market performance
                  • Personal care products with SPF provide alternative to sunscreen
                    • Warm temps drive use of sunscreen
                      • Shifts in population can favorably impact market
                      • Market Size and Forecast

                        • Seasonality impacts growth of sun protection and sunless tanners
                          • Figure 7: Total US sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2013-23
                          • Figure 8: Total US sales and forecast of sun protection and sunless tanners, at current prices, 2013-23
                      • Market Perspective

                        • Personal care products with SPF compete with skin protection sales
                          • Figure 9: Usage of personal care products with skin protection, August 2018
                          • Figure 10: Frequency of usage for personal care products with skin protection, August 2018
                      • Market Factors

                        • Seasonal usage drives market volatility
                          • Figure 11: Average summer temperatures, contiguous US, June-August 2013-18
                        • Shifts in population impact market
                          • Figure 12: Population aged 18 or older, by age, 2013-23
                      • Key Players – What You Need to Know

                        • Small brands yield strong performance
                          • Interest in natural sun care continues to grow
                            • Demand for multi-benefit skin protection
                              • Declines in sports brand sunscreens
                                • Kids’ sunscreens decline
                                  • The progression of natural skin protection
                                  • Company and Brand Sales of Sun Protection and Sunless Tanners

                                    • Leading players struggle while smaller brands realize growth
                                      • Sales of sun protection and sunless tanners, by company
                                        • Figure 13: Multi-outlet sales of sun protection and sunless tanners, by leading companies, rolling 52 weeks 2017 and 2018
                                      • Hawaiian Tropic and Neutrogena buck downward trend in leading brands
                                        • Figure 14: MULO sales of sun protection and sunless tanners, by companies and brands, rolling 52 weeks 2017 and 2018
                                    • What’s Working?

                                      • Natural brands convey trust and health
                                          • Figure 15: MULO sales of Sun Bum and Pacific sun protection products, rolling 52 weeks 2017 and 2018
                                        • Skincare benefits drive usage
                                        • What’s Struggling?

                                          • Sports brands highlight mixed bag results
                                            • Figure 16: MULO sales of identifiable sports brands, rolling 52 weeks 2017 and 2018
                                          • Kids’ sunscreens decline as sales of baby sunscreens grow
                                              • Figure 17: MULO sales of identifiable kids and baby brands, rolling 52 weeks 2017 and 2018
                                          • What’s Next?

                                            • Natural skin protection takes the next step
                                              • Food-based ingredients
                                                • Functional health claims
                                                  • Plant-based positioning
                                                    • Protecting skin from more than just sun
                                                    • The Consumer – What You Need to Know

                                                      • Sun exposure is topmost factor negatively impacting skin appearance
                                                        • Sunscreen usage limited by seasonal and occasion-based perceptions
                                                          • SPF protection, water resistant, and skincare benefits drive purchase
                                                            • Tanning products/sunless tanners serve niche consumer
                                                              • Sunscreen provides good defense against signs of aging
                                                                • Consumers show interest in value-added skin protection
                                                                • Factors Negatively Impacting Skin Appearance

                                                                  • Majority feel that sun exposure negatively impacts skin appearance
                                                                    • Figure 18: Factors negatively impacting skin appearance, August 2018
                                                                  • Young adults place value on skincare routine
                                                                    • Figure 19: Select factors negatively impacting skin appearance, by age, August 2018
                                                                  • Environmental and lifestyle factors take toll on women’s skin appearance
                                                                    • Figure 20: Select factors negatively impacting skin appearance, by gender, August 2018
                                                                  • Asian adults cite outdoor pollution as negative factor
                                                                    • Figure 21: Select factors negatively impacting skin appearance, by race and Hispanic origin, August 2018
                                                                • Usage of Sunscreen

                                                                  • Lotion/cream sunscreen has broadest acceptance, regular use continues to challenge market
                                                                    • Figure 22: Sunscreen usage, August 2018
                                                                  • Alignment with specific purpose/occasion improves regular use
                                                                    • Figure 23: Frequency of sunscreen usage, August 2018
                                                                  • Spray sunscreen appeals to younger adults
                                                                    • Figure 24: Sunscreen usage, by age, August 2018
                                                                  • Less-affluent seek out economical sunscreen formats
                                                                    • Figure 25: Sunscreen usage, by income, August 2018
                                                                  • Black adults under index in use of all sunscreen formats
                                                                    • Figure 26: Sunscreen usage, by race/Hispanic origin, August 2018
                                                                • Sunscreen Purchase Influencers

                                                                  • Functional benefits drive purchase, while secondary benefits differentiate
                                                                      • Figure 27: Sunscreen purchase influencers, August 2018
                                                                    • Younger consumers influenced by secondary benefits
                                                                      • Figure 28: Sunscreen purchase influencers, by age, August 2018
                                                                    • White adults need SPF; multicultural consumers seek added benefits
                                                                      • Figure 29: Sunscreen purchase influencers, by race/Hispanic origin, August 2018
                                                                    • Sunscreens need to offer more than just SPF to maximize reach
                                                                      • Figure 30: TURF analysis – Purchase influencers, August 2018
                                                                      • Figure 31: Table – TURF analysis – Purchase influencers, August 2018
                                                                    • Methodology
                                                                    • Usage of Tanning Products and Sunless Tanner

                                                                      • Body care products challenge need for tanning products/sunless tanners
                                                                        • Figure 32: Tanning product and sunless tanner usage, August 2018
                                                                      • Nearly one third use self-tanners/sunless tanner year-round
                                                                        • Figure 33: Frequency of sunless tanner and tanning oil usage, August 2018
                                                                      • 18-34s most likely to use tanning products and sunless tanners
                                                                        • Figure 34: Tanning product and sunless tanner usage, by age, August 2018
                                                                    • Sunless Tanner Usage: Motivations and Barriers

                                                                      • Safety and improved appearance drive use of sunless tanners
                                                                        • Figure 35: Reasons for using sunless tanner, August 2018
                                                                      • Appearance plus safety and efficacy will attract sunless tanner users
                                                                        • Figure 36: TURF analysis – Reasons for using sunless tanner, August 2018
                                                                        • Figure 37: Table – TURF analysis – Reasons for using sunless tanner, August 2018
                                                                      • Methodology
                                                                        • Lack of need is barrier to sunless tanner use
                                                                          • Figure 38: Reasons for not using sunless tanner, August 2018
                                                                        • Justify “need” to non-users of sunless tanners
                                                                          • Figure 39: TURF analysis – Reasons for not using sunless tanner, August 2018
                                                                          • Figure 40: Table – TURF analysis – Reasons for not using sunless tanner, August 2018
                                                                        • Methodology
                                                                        • Attitudes toward Skin Protection

                                                                          • Sunscreen combats signs of aging
                                                                            • Sunscreen ingredients cause confusion
                                                                              • Figure 41: Attitudes toward skin protection, August 2018
                                                                            • Younger adults prefer sunscreen from skincare brands
                                                                              • Figure 42: Select attitudes toward skin protection, by age, August 2018
                                                                          • Usage and Interest in Skin Protection Products

                                                                            • Single-use sunscreen caters to on-the-go consumers
                                                                              • Multi-benefit products maximize value with one-step solution
                                                                                • High interest in trial of supplements that protect skin
                                                                                  • Figure 43: Usage and interest in skin protection products, August 2018
                                                                                • Young adults more likely to experiment with new products
                                                                                  • Figure 44: Usage and interest in select skin protection products – NET any use or interest, by age, August 2018
                                                                              • Appendix – Data Sources and Abbreviations

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

                                                                                                • Figure 45: Total US sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2013-23
                                                                                                • Figure 46: Total US retail sales of sun protection and sunless tanners, by channel, at current prices, 2013-18
                                                                                            • Appendix – Key Players

                                                                                                • Figure 47: Multi-outlet sales of sun protection and sunless tanners, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                                                            Skin Protection - US - October 2018

                                                                                            US $4,395.00 (Excl.Tax)