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Description

Description

“The UK suncare market is going through a challenging period. Not only is the market highly vulnerable to the UK weather, but sales are also influenced by outbound travel as there is still a perception that suncare is only needed on holiday. However, consumers are slowly taking suncare more seriously and, if brands can tap into this and encourage more regular usage, growth will stabilise.”
– Samantha Dover, Senior Beauty and Personal Care Analyst

This Report will cover the following areas:

  • Although consumers are confident, education is still needed
  • Reassurance needed to boost self-tan usage
  • Sustainability is becoming a priority

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

            • The market
              • After a strong 2018, sales are expected to fall 6% in 2019
                • Figure 1: Best- and worst-case forecast for retail value sales of mass-market suncare products, 2014-24
              • Self-tan is becoming a more important category
                • Figure 2: UK retail value sales of mass-market suncare products, by segment, 2019
              • Companies and brands
                • Smaller players are gaining ground in the sun protection market
                  • Figure 3: UK retail value sales of mass-market sun protection and aftersun products, by brand, year ending October 2019
                • St. Moriz and Skinny Tan see self-tan market share grow
                  • Figure 4: UK retail value sales of mass-market self-tan products, by brand, year ending October 2019
                • NPD growth subdued by a lack of self-tanning innovation
                  • Figure 5: New product development in the sun protection, self-tanning and aftersun category, by launch type, January 2014-October 2019
                • The consumer
                  • One in four don’t use suncare products
                    • Figure 6: Sun protection and aftersun products used in the last 12 months, October 2019
                  • A lack of sunshine impacts usage
                    • Figure 7: Reasons for not using sun protection and aftersun products in the last 12 months, October 2019
                  • Consumers want products made for sensitive skin
                    • Figure 8: Factors that would encourage consumers to buy one suncare product over another, October 2019
                  • Consumers are confident in their suncare knowledge
                    • Figure 9: Sun protection behaviours, October 2019
                  • Most don’t engage with sunless tanning
                    • Figure 10: Sunless tanning products/services used in the last 12 months, October 2019
                  • Application is seen as difficult
                    • Figure 11: Attitudes towards sunless tanning products, October 2019
                  • What we think
                  • Issues and Insights

                    • Although consumers are confident, education is still needed
                      • The facts
                        • The implications
                          • Reassurance needed to boost self-tan usage
                            • The facts
                              • The implications
                                • Sustainability is becoming a priority
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Strong market growth recorded in 2018
                                        • Sun protection category particularly vulnerable to weather changes
                                          • Online-only retailers benefit from premiumisation
                                            • Changing holiday habits subdue market growth
                                              • Consumers are looking for alternatives to traditional suncare
                                              • Market Size and Forecast

                                                • Vulnerability of the suncare market on display in 2018/19
                                                  • Figure 12: Retail value sales of mass-market suncare products, 2014-24
                                                • The link between suncare and ageing could stabilise growth
                                                  • Figure 13: Best- and worst-case forecast for retail value sales of mass-market suncare products, 2014-24
                                                • Forecast methodology
                                                • Market Segmentation

                                                  • Self-tan buoyed the market in 2019
                                                    • Figure 14: UK retail value sales of mass-market suncare products, by segment, 2017-19
                                                • Channels to Market

                                                  • Boots remains dominant
                                                    • Figure 15: UK retail value share of consumer expenditure on sun protection, aftersun and self-tanning products, 2019
                                                  • Own-label brands are popular
                                                    • Online-only retailers are gaining ground
                                                      • Discounters also see sales rise
                                                        • Figure 16: UK retail share of consumer expenditure on sun protection, aftersun and self-tanning products, 2017-19
                                                    • Market Drivers

                                                      • Temperatures dip in summer 2019
                                                        • Figure 17: UK mean temperatures in °C, January 2017-October 2019
                                                      • Sunshine hours also decline
                                                        • Figure 18: UK total sunshine hours, January 2017-October 2019
                                                      • Consumers have more spending power
                                                        • Figure 19: Real wage growth: average weekly earnings vs inflation, January 2016-October 2019
                                                      • Staycations hit suncare sales
                                                        • Figure 20: Holiday destinations visited in the last 2 years, July 2019
                                                      • Brexit is impacting holiday plans
                                                        • Figure 21: Overseas holiday plans for the next 12 months, July 2019
                                                      • An ageing population could hit market growth
                                                        • Figure 22: Trends in the age structure of the UK population, 2016-26
                                                      • Fewer women are using makeup
                                                        • Figure 23: Purchase of base makeup, February 2018 and March 2019
                                                      • Self-tan isn’t a priority for bodycare users
                                                        • Figure 24: Interest in additional bodycare benefits, January 2019
                                                      • Interest in haircare with SPF high
                                                        • Figure 25: Interest in haircare ingredients, December 2019
                                                    • Companies and Brands – What You Need to Know

                                                      • Leading brands are losing out
                                                        • Sun protection innovation rising
                                                          • Vegan products dominate self-tanning NPD
                                                            • Advertising spend on suncare almost doubled in 2018
                                                              • Boots Soltan remains a strong player
                                                              • Market Share

                                                                • Major suncare brands are losing market share
                                                                  • Figure 26: UK retail value sales of mass-market sun protection and aftersun products, by brand, years ending November 2018 and 2019
                                                                • Self-tanning brands struggle in a competitive market
                                                                  • Figure 27: UK retail value sales of mass-market self-tan products, by brand, years ending October 2018 and 2019
                                                              • Launch Activity and Innovation

                                                                • Sun protection remains the focus
                                                                  • Figure 28: New product development in the sun protection and aftersun category, by sub-category, January 2016-October 2019
                                                                • Aftersun innovation focused on soothing skin
                                                                  • Figure 29: Examples of NPD in the aftersun category, 2019
                                                                • Ongoing premiumisation in the market
                                                                  • Figure 30: New product development in the sun protection and aftersun category, by price positioning, January 2016-October 2019
                                                                • Prestige launches blur the lines between skincare and suncare
                                                                  • Figure 31: Examples of NPD in the prestige sun protection category, 2019
                                                                • L’Oréal and Boots led the way in 2018
                                                                  • Figure 32: New product development in the sun protection and aftersun category, by ultimate company, 2018
                                                                • Brands are extending their ranges
                                                                  • Figure 33: New product development in the sun protection and aftersun category, by launch type, January 2016-October 2019
                                                                • Mineral sunscreens target eco-conscious consumers
                                                                  • Figure 34: Examples of NPD in the mineral/eco-friendly sun protection category, 2019
                                                                • A spotlight on skin sensitivity
                                                                  • Figure 35: Top 10 claims in the sun protection and aftersun category (based on leading claims for 2018), 2017-19
                                                                • NIVEA offers those with sensitive skin immediate protection
                                                                  • Figure 36: NIVEA immediate protection suncare, 2019
                                                                • Child-friendly claims are on the rise
                                                                  • Figure 37: Top growing and declining claims in the sun protection and aftersun category, 2015-18
                                                                • Children’s NPD focuses on sensitivity
                                                                  • Figure 38: Examples of NPD in the children’s sun protection category, 2018-19
                                                                • Prestige self-tan brands most active
                                                                  • Figure 39: New product development in the self-tanning category, by price positioning, January 2016-October 2019
                                                                • We Are Luxe drives format innovation
                                                                  • Figure 40: New product development in the self-tanning category, by ultimate company, 2018
                                                                • Launches are focused on range expansion
                                                                  • Figure 41: New product development in the self-tanning category, by launch type, January 2016-October 2019
                                                                • Australian Gold expands its JWOWW range
                                                                  • Figure 42: Australian Gold, 2019
                                                                • Isle of Paradise expands the self-tan category
                                                                  • Figure 43: Isle of Paradise, 2018-19
                                                                • Vegan trend takes hold in NPD
                                                                  • Figure 44: Top growing and declining claims in the self-tanning category, 2015-18
                                                                • Balance Me targets those looking for natural alternatives
                                                                  • Figure 45: Vegan, cruelty-free and 99% natural tanning drops, 2019
                                                                • Brands are dipping their toes in tanning waters
                                                                  • Figure 46: Top 10 formats in the self-tanning category (based on leading claims for 2018), 2017-19
                                                                • CBD comes to the tanning world
                                                                  • Figure 47: CBD Tanning Water, 2019
                                                                • Experimental mousse formats come to the forefront
                                                                  • Figure 48: NPD in the mousse self-tanning category, 2019
                                                              • Advertising and Marketing Activity

                                                                • Advertising spend on suncare fluctuates
                                                                  • Figure 49: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, January 2015-September 2019
                                                                • TV campaigns dominate
                                                                  • Figure 50: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by media type, 2018
                                                                • Unilever was the biggest spender in 2018
                                                                  • Figure 51: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by advertiser, 2018
                                                                • L’Oréal advert banned by the ASA
                                                                  • Self-tan campaigns become more inclusive
                                                                    • Figure 52: Isle of Paradise Get Body Posi Campaign, 2019
                                                                  • Weather-responsive campaigns
                                                                    • Nielsen Ad Intel
                                                                    • Brand Research

                                                                        • Brand map
                                                                          • Figure 53: Attitudes towards and usage of selected brands, November 2019
                                                                        • Key brand metrics
                                                                          • Figure 54: Key metrics for selected brands, November 2019
                                                                        • Brand attitudes: Boots leads on trust
                                                                          • Figure 55: Attitudes, by brand, November 2019
                                                                        • Brand personality: Hawaiian Tropic has a fun brand image
                                                                          • Figure 56: Brand personality – macro image, November 2019
                                                                        • Brand image: Self-tanning brands seen as glamourous
                                                                          • Figure 57: Brand personality – micro image, November 2019
                                                                        • Brand analysis
                                                                          • Boots Soltan benefits from strong brand awareness
                                                                            • Figure 58: User profile of Boots Soltan, November 2019
                                                                          • Hawaiian Tropic thought to be effective
                                                                            • Figure 59: User profile of Hawaiian Tropic, November 2019
                                                                          • St. Moriz scores highly on differentiation
                                                                            • Figure 60: User profile of St. Moriz, November 2019
                                                                          • Piz Buin closely associated with quality
                                                                            • Figure 61: User profile of Piz Buin, November 2019
                                                                          • Bondi Sands most likely to be a favourite brand
                                                                            • Figure 62: User profile of Bondi Sands, November 2019
                                                                          • Lancaster usage is low, but commitment to the brand is strong
                                                                            • Figure 63: User profile of Lancaster, November 2019
                                                                        • The Consumer – What You Need to Know

                                                                          • Sun lotion remains popular
                                                                            • One in four are not protecting their skin
                                                                              • Targeting those with sensitive should be a priority
                                                                                • Interest in natural suncare products is high
                                                                                  • Self-tan usage is on the rise
                                                                                    • Expense is a barrier to entry
                                                                                    • Usage of Sun Protection and Aftersun Products

                                                                                      • Aftersun usage is in decline
                                                                                        • Figure 64: Sun protection and aftersun products used in the last 12 months, September 2017 and October 2019
                                                                                      • Older men aren’t engaging
                                                                                        • Figure 65: Sun protection and aftersun products used in the last 12 months, by age and gender, October 2019
                                                                                      • Most are loyal to one type of suncare
                                                                                        • Figure 66: Repertoire of sun protection and aftersun products used in the last 12 months, October 2019
                                                                                      • Low SPFs fall out of favour
                                                                                        • Figure 67: Sun protection levels used in the last 12 months, September 2017 and October 2019
                                                                                    • Reasons for Not Using Sun Protection

                                                                                      • Many don’t feel the need to protect their skin
                                                                                        • Women are looking for convenient solutions
                                                                                          • Figure 68: Reasons for not using sun protection and aftersun products in the last 12 months, by gender, October 2019
                                                                                      • Suncare Purchasing and Interest in Product Claims

                                                                                        • Men are disengaged purchasers
                                                                                          • Figure 69: Purchase of sun protection and aftersun products, by gender, October 2019
                                                                                        • Rise in NPD for sensitive skin will resonate
                                                                                          • Demand for eco-friendly suncare products could put a spotlight on packaging
                                                                                            • Figure 70: Factors that would encourage consumers to buy one suncare product over another, October 2019
                                                                                          • Young consumers want broader protection
                                                                                            • Figure 71: Factors that would encourage consumers to buy one suncare product over another, by age, October 2019
                                                                                          • An opportunity to boost usage amongst older consumers
                                                                                          • Sun Protection Behaviours

                                                                                            • Brands need to address a lack of diversity
                                                                                              • Figure 72: Sun protection behaviours, October 2019
                                                                                            • Appetite for additional benefits may justify premiumisation
                                                                                              • Young consumers need more education
                                                                                                • Figure 73: Sun protection behaviours, by age, October 2019
                                                                                              • CHAID analysis
                                                                                                • Methodology
                                                                                                  • Affluent young are informing themselves on sun protection
                                                                                                    • Figure 74: Behaviours towards suncare – CHAID – Tree output, October 2019
                                                                                                    • Figure 75: Behaviours towards suncare – CHAID – Table output, October 2019
                                                                                                • Usage of Sunless Tanning Products and Services

                                                                                                  • Less than a third self-tan
                                                                                                    • Figure 76: Sunless tanning products/services used in the last 12 months, September 2017 and October 2019
                                                                                                  • Usage amongst young men is rising
                                                                                                    • Figure 77: Sunless tanning products/services used in the last 12 months, by age and gender, October 2019
                                                                                                  • Self-tan users stick to what they know
                                                                                                    • Figure 78: Repertoire of sunless tanning products/services used in the last 12 months, October 2019
                                                                                                • Attitudes towards Sunless Tanning Products

                                                                                                  • Ease-of-use claims could boost usage
                                                                                                    • Figure 79: Attitudes towards sunless tanning products, October 2019
                                                                                                  • Fragranced products can appeal to women
                                                                                                    • Figure 80: Attitudes towards sunless tanning products, by gender, October 2019
                                                                                                  • Removal products likely to resonate with young
                                                                                                    • Figure 81: Attitudes towards sunless tanning products, by age, October 2019
                                                                                                  • Users and non-users find application difficult
                                                                                                    • Figure 82: Attitudes towards sunless tanning products, by sunless tanning usage, October 2019
                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                    • Abbreviations
                                                                                                      • Consumer research methodology
                                                                                                        • Forecast methodology

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