Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Skin Protection US market including the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

DAlthough unprotected sun exposure can impact one’s health, applying sunscreen is not perceived as a priority, especially in today’s COVID-19 environment. Closures of public beaches, pools and severely limited vacationing have also negatively impacted sunscreen usage, as many consumers only use sunscreen on a seasonal or occasional basis. Products that provide more than just sun protection (eg protection from blue light, pollution) will give consumers more reasons to wear sunscreen on a regular basis, highlighting opportunities to boost usage and grow sales.

Expert analysis from a specialist in the field

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

Although consumers are aware of the risks from any sun exposure, most sunscreen users still only use sunscreen on a seasonal or occasional basis. Encouraging consumers to use sunscreen during colder months and indoors is an obvious and constant challenge for sunscreen brands. Positioning sunscreen as an everyday product is the key for brands. Incorporating added protection, such as blue light protection, into sunscreen would give consumers an additional reason to wear sunscreen every day.
Olivia Guinaugh
Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Figure 1: Total US sales and fan chart forecast of skin protection market, at current prices, 2015-25
              • Impact of COVID-19 on skin protection
                • Figure 2: Short, medium and long term impact of COVID-19 on skin protection market, November 2020
              • Opportunities and challenges
                • Grow sales with expanded skin protection benefits
                  • Figure 3: Trial and interest in select innovations, any interest (net), July 2020
                • Combat consumers’ seasonal and occasional use of sunscreen
                  • Figure 4: Select attitudes and behaviors toward sunscreen, July 2020
                • Address the continued threat from multifunctional skincare
                  • Figure 5: Usage frequency of any sunscreen (net) and any personal care product with SPF (net), July 2020
                • Develop inclusive formulas for Black consumers
                  • Figure 6: Black adults’ usage of any sunscreen (net) and select benefits sought in sunscreen (any rank), July 2020
                • Redefined masculinity presents opportunities for self-tanner brands
                  • Figure 7: Usage of tanning products and sunless tanners, by age and gender, July 2020
                • Reach younger consumers through social media and “skinfluencers”
                  • Figure 8: Usage of select skin protection products, by age, November 2020
              • The Market – Key Takeaways

                • Skin protection market takes a hit in 2020, effect will be short-lived
                  • COVID-19 impacts category engagement; inclusive suncare works for all
                    • Offer more protection and trendy ingredients and utilize social media
                    • Market Size and Forecast

                      • Skin protection market takes a hit in 2020, effects are short-term
                        • Figure 9: Total US sales and fan chart forecast of skin protection market, at current prices, 2015-25
                        • Figure 10: Total US sales and forecast of skin protection market, at current prices, 2015-25
                      • Impact of COVID-19 on skin protection
                          • Figure 11: Short, medium and long term impact of COVID-19 on skin protection, July 2020
                        • Lockdown
                          • Re-emergence
                            • Recovery
                              • COVID-19: US context
                                • Learnings from the last recession
                                  • Figure 12: Mintel Trend Driver – Value
                              • Market Factors

                                • COVID-19 disrupts usage of sunscreen
                                  • Diversity themes are important
                                    • Figure 13: Distribution of generations by race and Hispanic origin, 2019
                                • Market Opportunities

                                  • Multifunctional skin protection products are set to flourish
                                    • Expect more skincare and suncare launches with blue light protection
                                        • Figure 14: Unilever’s Instagram post about blue light, August 2020
                                        • Figure 15: Unilever’s Instagram post about protecting skin from blue light, August 2020
                                        • Figure 16: COOLA Full Spectrum 360° Sun Silk Drops Organic Sunscreen SPF 30 and KOA Anti-Pollution SPF45+
                                      • Including popular skincare ingredients can increase suncare engagement
                                        • Figure 17: Sunscreens with niacinamide
                                      • Help prolong future generations’ engagement in skin protection
                                        • Reach younger consumers through social media and “skinfluencers”
                                          • Figure 18: Hyram’s How To Use A Face Sunscreen | Skin Care 101 video, October 2019
                                      • Companies and Brands – Key Takeaways

                                        • Leading companies lose share to value brands and private label
                                          • Be inclusive and eco-conscious; how to stand out in the mineral space
                                          • Market Share

                                            • Leading companies lose share to value brands and private label
                                              • Sales of sun protection and sunless tanners by company
                                                • Figure 19: US multi-outlet sales of sun protection and sunless tanners, by leading companies, rolling 52 weeks 2019 and 2020
                                            • Competitive Strategies

                                              • Develop inclusive formulas for a wider range of skintones
                                                • Figure 20: Instagram post from Supergoop!, September 2020
                                              • Black-owned/led brands are filling the gap in the market
                                                • Figure 21: Instagram posts from Black Girl Sunscreen
                                                • Figure 22: EleVen’s On-The-Defense Sunscreen SPF 30 and Unrivaled Sun Serum SPF 30
                                              • Eco-conscious claims are on the rise
                                                • Figure 23: Eco-ethical claims in new suncare launches, Sept 2016-Aug 2020
                                                • Figure 24: Instagram post from BASF Care Creations, July 2020
                                              • Brands are finding ways to stand out in the busy mineral suncare space
                                                • Figure 25: Instagram post from Canisun, June 2020
                                            • The Consumer – Key Takeaways

                                              • Sunscreen has stronger penetration; BPC products used more frequently
                                                • Sunscreen is used for both health and anti-aging reasons
                                                  • Level of sun protection is the driving purchase factor
                                                    • Usage of tanning products is low but growing
                                                      • Focusing on skincare and ease-of-use is key for self-tanner brands
                                                        • Skin protection shopping is positioned to take a hit
                                                          • Usage of innovations is low but interest is strong
                                                          • Usage and Usage Frequency of Sunscreen and Skin Protection Products

                                                            • Sunscreen is used by most, but…
                                                              • Figure 26: Instagram post from Supergoop!
                                                              • Figure 27: Usage of skin protection, July 2020
                                                            • …BPC products with SPF are used more frequently
                                                              • Figure 28: Usage frequency of skin protection products, July 2020
                                                            • Sunscreen usage is driven by adults aged 25-54
                                                              • Figure 29: Unicorn Snot sunscreen, July 2020 and June 2019
                                                              • Figure 30: Usage of select sunscreen and skin protection products, by age, July 2020
                                                            • There are opportunities to boost engagement among men
                                                              • Figure 31: Usage of select sunscreen and skin protection products, by gender, July 2020
                                                            • Black adults’ engagement is tempered due to a gap in the market
                                                              • Figure 32: Usage of select sunscreen and skin protection products, by race and Hispanic origin, July 2020
                                                          • Attitudes and Behaviors toward Sunscreen

                                                            • Sunscreen is used for both health and anti-aging reasons
                                                              • Figure 33: Attitudes and behaviors toward sunscreen, July 2020
                                                            • Adults aged 18-44 see benefits in mineral-based sunscreen
                                                              • Figure 34: Select attitudes and behaviors toward sunscreen, by age, July 2020
                                                            • Some Black adults don’t see a perceived need for sunscreen
                                                              • Figure 35: Select attitudes and behaviors toward sunscreen, by race and Hispanic origin, July 2020
                                                          • Sunscreen Benefits Sought

                                                            • Level of sun protection is the driving purchase factor
                                                              • Figure 36: Benefits sought in sunscreen, July 2020
                                                          • Usage and Usage Frequency of Tanning Products and Sunless Tanners

                                                            • Usage of tanning products is low but growing
                                                              • Figure 37: Usage of tanning products and sunless tanners, July 2020
                                                              • Figure 38: Usage frequency of self-tanning products, July 2020
                                                            • Link self-tanning to self-care
                                                              • Figure 39: Swedish Beauty’s CALMING Tanning Tonic, January 2020
                                                            • Young Millennials drive usage of self-tanning products
                                                              • Figure 40: Usage of tanning products and sunless tanners, by age, July 2020
                                                            • Younger men are highly engaged in the self-tanning market
                                                              • Figure 41: Usage of tanning products and sunless tanners, by age and gender, July 2020
                                                          • Attitudes and Behaviors toward Self-Tanning Products

                                                            • Focusing on skincare and ease-of-use is key for self-tanner brands
                                                              • Figure 42: James Read Tan’s Click & Glow pen
                                                              • Figure 43: Attitudes and behaviors toward self-tanning products, July 2020
                                                          • Shopping Behaviors

                                                            • Skin protection shopping is positioned to take a hit
                                                              • Figure 44: Shopping behaviors, July 2020
                                                            • Adults aged 25-34 are looking for ways to streamline their BPC routines
                                                              • Figure 45: Supergoop’s Shimmershade and Glow Stick 50, November 2020
                                                              • Figure 46: Select shopping behaviors, by age, July 2020
                                                            • Asian adults won’t settle for less but are interested in multipurpose
                                                              • Figure 47: Select shopping behaviors, by race and Hispanic origin, July 2020
                                                          • Trial and Interest in Innovations

                                                            • Interest in innovation outweighs trial; consumers need a push to try
                                                              • Figure 48: Trial and interest in select skin protection innovations, July 2020
                                                            • Multifunctional products garner strong interest
                                                              • Figure 49: Trial and interest in select skin protection innovations, July 2020
                                                              • Figure 50: Mentions of blue light within skincare on social media, Instagram, Pinterest and Twitter, November 2019-September 2020
                                                            • Interest in innovations is driven by adults aged 18-54
                                                              • Figure 51: Interest in select product innovations, any interest (net), by gender and age, November 2020
                                                            • UVB and UVA Trackers can help combat adults’ occasional usage of sunscreen
                                                              • Figure 52: Instagram post about La Roche-Posay’s My Skin Track UV, April 2019
                                                              • Figure 53: Samsung Ultra V
                                                              • Figure 54: Instagram post from lumasol, May 2020
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Forecast
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                        • Appendix – The Market

                                                                            • Figure 55: Total US retail sales and forecast of skin protection, at inflation-adjusted prices, 2015-25
                                                                        • Appendix – Companies and Brands

                                                                            • Figure 56: US multi-outlet sales of sun protection and sunless tanners, by leading companies and brands, rolling 52 weeks 2019 and 2020

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