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US Sun Protection and Sunless Tanners market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Sun Protection and Sunless Tanners market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Margie Nanninga, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

A hotter than average summer resulted in strong 2016 sun protection and sunless tanner sales. Brands are challenged by seasonal usage, with adults typically reserving sunscreen use for warmer summer months when sun exposure is more relevant and top-of-mind. However, interest in products with added skincare benefits, natural offerings, and campaigns promoting year-round sunscreen usage suggest steady market growth moving forward. Margie Nanninga
Beauty and Personal Care Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

For the purposes of this Report, the sun protection and sunless tanners market is defined as follows:

  • Sunscreen
  • Suntan lotion and oil (includes lotions/oils for indoor tanning beds)
  • Sunless tanners

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.

This Report excludes:

  • After sun products
  • Insect repellents with sunscreen

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What's included

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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