“The sun protection and sunless tanners category is starting to show signs of struggle. There are some specific challenges that need to be addressed. Companies need to better engage with men to educate them around sun protection and grow their usage. Determining ways to increase regular sunscreen usage is also important, as is breaking the category’s seasonal perceptions.”
– Gabriela Elani, Home & Personal Care Analyst
This report looks at the following areas:
- Men need more education and outreach
- Increase regular sunscreen usage among consumers
- Break seasonal perceptions
Total US retail sales for the sun protection and sunless tanners market are $1.3 billion in 2013. Though the market performed well during the years following the recession, it is starting to show signs of struggle, posting its first sales decline in several years during 2012-13. Though organizations and brands have sought to increase consumers’ usage of sunscreen through skin cancer awareness campaigns, sun protection continues to carry strong seasonal connotations. Most consumers only use sunscreen on a seasonal basis. Another challenge for the category is that consumers are gravitating toward personal care and cosmetic products that offer SPF protection for their daily sun protection needs. Private label products also strongly compete with branded products on price.
The key topics of focus for the 2013 report include understanding consumers’ current usage of sun protection, tanning, and personal care products with SPF benefits, what tactics may be needed to increase usage frequency of sunscreen products, and what new innovation opportunities for the category could look like.
Mintel defines the US sun protection and sunless tanners market as consisting of the following product categories:
- Suntan lotion and oil (includes lotions/oils for indoor tanning beds)
- Sunless tanners (brands identified from suntan lotion and oil category)
Beauty and personal care products, such as facial moisturizers and color cosmetics, that include SPF are not included in the market size or sales data but are covered in the consumer analysis.