Description

This US suncare market report includes market size and share data, with analysis, for sunscreen, sunless tanner, and sun tan lotion products. Alongside this, you’ll gain access to a comprehensive review of the suncare and skin protection consumer, drawing upon Mintel’s independent surveys, statistics, and research.

Below, we outline some of the key areas covered, and offer handpicked insights from the report itself.

Key Areas Covered

  • The impact of inflation on US consumer behavior and the sunscreen and skin protection products market.
  • How usage trends impact the sunscreen and skin protection products market.
  • How category players are innovating offerings to stand out from the competition.
  • What consumers want from category players and why.

US Suncare Market Outlook 2023-2027

The suncare and skin protection market is expected to grow by over 7% in 2022, surpassing $1.8 billion in retail sales. Despite this growth, the market is expected to rebalance with sluggish growth through 2027 due to the rise of multifunctional beauty and personal care products that include SPF. To stand out in a competitive market, sunscreen players must look to incorporate additional skin beautifying and health benefits beyond sun protection.

Suncare Consumer Facts and Figures

Below, we provide fresh insight into the suncare consumer with statistics and analysis.

Suncare usage and habits

Overall, sunscreen product usage in the US has stayed the same in the last 12 months, with over 60% of adults using at least one type. Meanwhile, almost 40% of consumers use sunscreen on a regular basis throughout the year, whereas the majority are using it when necessary or during certain seasons. In this report, our analyst delves further into how usage varies seasonally and by occasion, and how this likely impacts choice in sunscreen format types.

Factors influencing suncare product purchase

The number one cited factor influencing sunscreen purchases is the level of sun protection, as expected. Notably, though, in our survey “Ingredients” was placed at #4 in the ranking of top-cited factors. As found in our Ingredient Trends in BPC Report and discussed in our 2023 facial skincare report, consumers are more regularly researching and checking ingredients in skincare products, indicating a need for brands to consider the evolving skincare consumer.

Opportunity for Suncare Brands

As discussed, ingredients play a role in suncare product purchases. Suncare brands have an opportunity here to differentiate themselves by leading with active ingredient inclusions and educating consumers on the differences between types of sun protection. Consumers have shown a clear preference for sunscreens that include zinc, indicating the potential for brands to capitalize on its “safer for the body, safer for the planet” positioning.

In the full report, find a complete breakdown of the available positioning strategies and opportunities for suncare brands in the current market. You can also browse our extensive BPC market research to find exactly what you’re looking for.

Products and Brands Discussed

Products: Sunscreen, sunless tanners, and suntan lotion and oil are covered extensively in this report. While after-sun products are included in the market size file, these are otherwise excluded from this report.

Companies/brands: Johnson & Johnson, Neutrogena, Aveeno, Edgwell Personal Care, Banana Boat, Eucerin, L’Oreal USA (ie CeraVe, La Roche Posay), Kao (ie Jergens), Bondi Sands, Cay Skin, Zitsticka, Mad Hippie, Starface, Humanrace, Native, Cetaphil, Coppertone, Everyday Humans, and more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a BPC Specialist

This report, written by Carson Kitzmiller, a leading BPC analyst, delivers in-depth commentary and analysis to highlight current trends in the US suncare market and add expert context to the numbers.

After a short-term hit in 2020, sunscreen and skin protection products saw explosive growth in 2021-22 retail sales thanks to a focus on skin health and total-body wellness routines. While usage of sunscreen products remains stable from years past, daily usage of personal care products with SPF may limit market growth of traditional sunscreen products as consumers lean toward convenient and multifunctional options for daily regimens. Sunscreen brands should look to incorporate ingredients, benefits and claims traditionally seen in the facial skincare space to offer benefits beyond sun protection and prove value in daily routines.

Carson Kitzmiller, Senior Beauty & Personal Care Analyst

 

Carson Kitzmiller
Senior Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Market overview
      • Figure 1: Total US sales and fan chart forecast of sunscreen and skin protection products, at current prices, 2017-27
      • Figure 2: Category outlook, 2022-27
    • Top takeaways
    • Opportunities and challenges
    • Educate consumers through an ingredient-focused lens
      • Figure 3: Select attitudes and behaviors toward sunscreen, 2022
    • Focus on ease of use to entice self-tanning consumers
    • Take sun protection to the next level with skincare-inspired/expanded benefits
    • Keep global regulations related to sustainability in mind
    • Many are brand loyal, but some may be re-evaluating spend
      • Figure 4: Select shopping behaviors, 2022
    • Key consumer insights
  3. Market Size and Forecast

    • After steep increase, market expected to cool
      • Figure 5: Total US sales and fan chart forecast of sunscreen and skin protection products, at current prices, 2016-26
      • Figure 6: Total US sales and forecast of market, at current prices, 2017-27
  4. Market Factors

    • Make sunscreen essential through skin-beneficial attributes and education
    • Regulation and recalls: global news matters
    • Climate change shines light on the skin protection category
  5. Market Share/Key Players

    • Key players maintain market share
    • Smaller brands make waves
      • Figure 7: Eucerin Sun US Launch, May 2022
    • Sales of sunscreen and skin protection by company and brand
      • Figure 8: Multi-outlet sales of suncare and skin protection, by leading companies, rolling 52 weeks 2021 and 2022
      • Figure 9: Multi-outlet sales of sunscreen, suntan lotion and oil, by leading companies and brands, rolling 52 weeks 2021 and 2022
  6. Competitive Strategies and Market Opportunities

    • Suncare evolves to incorporate skin health and beautifying properties
    • Trending ingredient space: antioxidants such as ferulic acid tell a full suncare story
      • Figure 10: Sun protection products with ferulic acid inclusion
    • Everyday skincare bundles incorporate SPF into regimens
      • Figure 11: Starface’s “The Everyday Trio”
      • Figure 12: Humanrace’s “Level Up Routine Set” featuring Ozone Protection products
      • Figure 13: Native’s Brightening Skin Care Set
    • Don’t forget about sensitive skin needs
      • Figure 14: Cetaphil’s sunscreen range
      • Figure 15: Multi-outlet sales of suncare and skin protection, Cetaphil, rolling 52 weeks 2021 and 2022
    • Promote universal use with skin tone-inclusive formulations
      • Figure 16: Coppertone’s “Every Tone Sunscreen Lotion SPF 50”
      • Figure 17: Cay Skin’s Inclusive suncare line
    • Sustainability remains a big topic in the sun protection space
      • Figure 18: Everyday Humans Mineral Sunscreen Base with upcycled rose oil
    • Pricing spotlight: “Prestige” segment focuses on delivering eco-friendly benefits
      • Figure 19: Suncare and self-tanning product launches in us market, by beauty price positioning, 2017-21
      • Figure 20: Percentage of US suncare launched with associated claims less than one year ago, by beauty price positioning , 2021-22
  7. The Sunscreen and Skin Protection Consumer – Fast Facts

  8. Usage and Frequency of Sunscreen and Skin Protection Products

    • Usage remains consistent with previous years
      • Figure 21: Usage of sunscreen and skin protection, 2020-22
      • Figure 22: Kopari Beauty’s Sun Shield Body Glow Gel SPF 50
    • Educate consumers on importance of daily protection to boost usage
      • Figure 23: Sunscreen frequency of use, by gender, 2022
      • Figure 24: Personal care with sun protection frequency of use, by gender, 2022
    • Speak to a preventative regimen to boost younger consumer usage
      • Figure 25: Usage of sunscreen and skin protection (Net), by age, 2022
    • Those aged 25-44 may be prime targets for expanded protection claims
      • Figure 26: Select usage of sunscreen and skin protection, by age, 2022
  9. Sunscreen Benefits Sought

    • Promote quality and convenience through water-resistant claims
      • Figure 27: Sunscreen benefits sought – Ranked (up to 3), 2022
    • Stick to the basics for cost-conscious consumers
      • Figure 28: Select sunscreen benefits sought, by household income, 2022
    • Offer skincare-inspired formulations to appeal to the 18-24 group
      • Figure 29: Select sunscreen benefits sought – Top ranked (1st), by age, 2022
      • Figure 30: Dune Suncare’s “The Bod Guard”
  10. Attitudes and Behaviors toward Sunscreen

    • Health positioning still appeals for sunscreen users
      • Figure 31: Select attitudes toward sunscreen, 2022
    • Educate consumers through an ingredient-focused lens
      • Figure 32: Select attitudes and behaviors toward sunscreen, 2022
      • Figure 33: Good Molecules Sunscreen “Nothing to Hide” ingredient list on packaging
    • Non-nano claims promoted in “better-for-you” offerings
      • Figure 34: KLAVUU – Vegan Zinc Suncream non-nano infographic
    • Parents’ scrutiny of products telling of the future of the category
      • Figure 35: Select attitudes toward sunscreen, by parental status, 2022
    • Male attitudes toward environmental issues could be a differing factor
      • Figure 36: Select attitudes toward sunscreen, by gender, by age, 2022
    • Evoke higher usage among Black adults by catering to skin tones
      • Figure 37: Select attitudes and behaviors toward sunscreen, by select race and Hispanic origin, 2022
      • Figure 38: CeraVe Hydrating Sunscreen Face Sheer Tint SPF 30
  11. Usage and Frequency of Tanning Products and Sunless Tanners

    • Focus on ease of use to entice self-tanning consumers
      • Figure 39: Usage of tanning products and sunless tanners, 2020-22
      • Figure 40: Usage frequency of self-tanning products, 2022
      • Figure 41: Isle of Paradise’s Pro-Glow Spray Tan Mister & Self-tanning Water Refill
    • “Tantouring” of self-tanner contouring trends on socials
      • Figure 42: ‘Tantouring’ self-tan contour TikTok video, 2022
    • Promote expanded skin benefits to engage new demographics
      • Figure 43: Self-tanner/sunless tanner usage at home, by race and Hispanic origin, 2022
      • Figure 44: Bondi Sands x Elvira Styles self-tanning TikTok video, 2022
    • Support skin health through education and protection benefits
      • Figure 45: Select product usage, by age, 2022
  12. Shopping Behaviors

    • While many are brand loyal, some have changed out due to price increases
      • Figure 46: Select shopping behaviors, 2022
    • While premium purchases may be appealing for higher-income households, all are equally impacted by price increases
      • Figure 47: Select shopping behaviors, by household income, 2022
    • Prove quality through in-action social content
      • Figure 48: Select shopping behaviors, by age, 2022
      • Figure 49: Naked Sundays’ TikTok
    • Eco-friendly attributes may set apart for Black adults
      • Figure 50: Select shopping behaviors, by race and Hispanic origin, 2022
  13. Trial and Interest in Nontraditional Skin Protection Products

    • Take sun protection to the next level with skincare-inspired benefits
      • Figure 51: Trial and interest in non-traditional skin protection products, 2022
      • Figure 52: Supergoop! Daily Dose Collection
    • Speak to skin conditions through ingredients like probiotics
      • Figure 53: Interest and willingness to pay for select nontraditional skin protection products, by age, 2022
      • Figure 54: Kinship’s “Self Reflect” Sunscreens
    • Adults aged 25-44 prime targets for innovation
      • Figure 55: Interest and willingness to pay for select nontraditional skin protection products, by age, 2022
  14. Attitudes and Behaviors toward Sunscreen and Protection for Children

    • Child sun protection goes beyond sunscreen
      • Figure 56: Attitudes and behaviors toward sunscreen and protection for children, 2022
    • Product bundles may boost usage among parents and children
      • Figure 57: Attitudes and behaviors toward sunscreen and protection for children, by age of children in the household, 2022
      • Figure 58: Sunscreen bundles for parents and children
    • Educate parents on the importance of early sun protection
      • Figure 59: Select attitudes and behaviors toward sunscreen and protection for children, by race and Hispanic origin, 2022
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  16. Appendix – The Market

      • Figure 60: Total US retail sales and forecast of suncare and skin protection products, at inflation-adjusted prices, 2017-27
      • Figure 61: Average annual household spending on suncare and skin protection products, 2017-22
      • Figure 62: Total US retail sales of suncare and skin protection products, by channel, at current prices, 2017-22
      • Figure 63: Total US retail sales of suncare and skin protection products, by channel, at current prices, 2020 and 2022
      • Figure 64: US supermarket sales of suncare and skin protection products, at current prices, 2017-22
      • Figure 65: US drugstore sales of suncare and skin protection products, at current prices, 2017-22
      • Figure 66: US sales of suncare and skin protection products through other retail channels, at current prices, 2017-22

About the report

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