Written on: May 1, 2013 by Ava Caridad
Total retail sales of sun care products grew 3.5% in 2012, according to market research firm Mintel. Combined, channels such as supercenters, dollar stores, specialty retailers and warehouse clubs account for the largest share of the market at 64.1%. Drug stores represent a 22.9% share of the sun protection and sunless tanner category, followed by supermarkets at 13%, although both retailers have seen little sales growth since 2010 and have lost share to other retail channels.
According to Mintel’s analysis of Experian Simmons NCS/NCHS Spring 2012 data, 39% of consumers report using some sort of sun care product (including sunscreen, tanning and sunless tanners). Usage rates vary by gender with 49% of females reporting use of sun care, compared to only 29% of male respondents. Mintel’s consumer research suggests that sunscreen with SPF levels of 30-50 has the highest reported usage. However, the majority of consumers report only occasional sunscreen use, with daily reported use rates being very low. Sunscreen is still seen as a mostly seasonal product that only needs to be applied when spending a lot of time outdoors. Opportunities to increase usage and make sunscreen a part of daily grooming exist, especially given the health risks associated with continuous ultraviolet (UV) exposure.
More than half of sun care users report purchasing water resistant sun protection products. Sweat resistant formulas are also appealing, with more than one third of consumers reporting consistent use among both men and women. Products that stay on during swimming and sweating have appeal for active adults, regardless of gender, as well as kids and families that spend prolonged time outside.
The majority of consumers who use sun care report purchasing brand name products with that number being even higher among young women. While branded products dominate market share and sales, private label/store brands are big players in the sun protection category and have higher household penetration rates than seen with branded products.
Added skincare benefits, such as antioxidants and anti-aging ingredients, generate high reported interest among consumers, particularly women. As the lines between skincare and sun care continue to blur, it stands to reason that more sun care brands will offer skincare benefits in their products.
Additionally, sun protection products that contain natural ingredients generate the highest level of consumer interest. Brands are continuing to add natural sounding ingredients, such as aloe vera or green tea, to support sun protection benefits.
Aerosol and pump sprays are particularly popular with men, with males aged 35-54 expressing higher than average interest, most likely due to the convenience and ease of use provided by the packaging, according to Mintel.
As the aging population is expected to swell over the next five years, there are many opportunities to engage the older consumer, particularly as the long-term effects of the sun become more concerning with age. However, use of virtually all sun care products decreases with age, said Mintel, despite increased rates of developing melanoma among older consumers.
As skin cancer awareness campaigns continue to educate consumers, stressing the importance of cancer prevention and minimizing skin aging could potentially result in increased usage with this older consumer, beyond seasonal usage.
An Array of New Launches
Whether a sun worshipper or a daylight dodger, whether in the pool or on the courts, there is a product launched to fit your needs.
New this season is Neutrogena Beach Defense Sunscreen Spray Broad Spectrum SPF 30,
which provides beach strength broad spectrum UVA/UVB sun protection in a lightweight, fast absorbing mist. The convenient spray is part of Neutrogena’s line of sunscreen clinically proven to provide defense from sun and water damage. Also available in SPF 70, it’s oil-free, PABA-free and claims to be water resistant for 80 minutes. It sports a Moritz actuator from Aptar Beauty +Home.
Banana Boat Sport Performance CoolZone Continuous Spray Sunscreen is endorsed by the Skin Cancer Foundation to protect against the sun’s harmful rays. It provides safe and effective broad spectrum UVA and UVB protection and instantly cools skin on contact with a crisp, clean scent. It also is water resistant (up to 80 minutes), invisible and rub-free, offering SPF 30 and 50+.
For kids, there is Coppertone Kids Wacky Foam SPF 75+, a soft, light
foaming lotion that is pediatrician-recommended, fun-to-apply and water resistant. It offers photostable, broad spectrum UVA/UVB protection for up to 80 minutes in water.
L’Oréal’s Sublime Sun Sheer Protect Sunscreen Oil in SPF 15, 30 and 50+ is a high-performance oil that delivers long-lasting broad-spectrum protection in a luxurious, silky spray. It’s also infused with powerful antioxidants such as Vitamin E and white grape seed that enhance the benefits of sunscreen to help keep skin healthy and youthful-looking. The spray instantly conditions, leaving skin feeling fresh.
Vichy USA launched Capital Soleil SPF 50 Lightweight Foaming Lotion. The mousse sunscreen instantly smoothes and softens the skin while safeguarding it
against harmful UVA/UVB rays. Over time, the silky texture improves skin quality under the sun and helps prevents sun damage. The hydrating benefits of Hyaluronic Acid combined with the antioxidant benefits of Phytoquintescine and White Grape Polyphenols offer both skincare and sun care protection. It has a delicate, floral scent; is allergy-tested for sensitive skin; and is water-resistant for up to 80 minutes.
Also from Vichy USA is Capital Soleil SPF 30 Luxurious Protective Oil—a skin-conditioning body oil that offers high broad-spectrum UVA/UVB protection with a sun-kissed radiant glow. Formulated with a waterless base and a patented gelling polymer that can help prevent moisture loss without preservatives, it safeguards the skin from allergic reactions and irritation.
New Panama Jack SPF 4 Spray Gel with Bronzer is formulated to promote a dark tan
while providing minimal protection for gradual tanning. Enriched with Aloe & Vitamin E, it also contains an instant bronzer. The new, consumer-friendly 8-ounce spray bottle works at any angle, even upside down.
Dr. Goldfaden’s Sun Visor Ultralight Oil Free SPF 30 Mist is a fast absorbing,
ultra-light, oil-free, PABA-free and fragrance-free SPF 30 sunscreen that helps shield from UVA and UVB waves to protect skin from premature aging. The superfine mist delivery system creates a weightless, even application that is suitable for both body and face – and can even be used with makeup without smudging or clogging pores. Ingredients include dual-action protection with zinc oxide and titanium dioxide, organic red tea extract and vitamins A, C and E to resurface, protect and brighten skin.
Sunless tanner sales grew 1.5% in 2012, showing steady growth as more consumers opt for the speed and safety of an indoor tanning product. Created by celebrity tanning artist Monica Blanco, Colour Couture Red Carpet Ready Sunless Tanning Spray creates an even, smooth tan all over the body without streaks. Glycerin keeps skin moisturized for a natural glow and leaves a smoother feel for a toned appearance. Colour Couture Front Row Glow is a paraben-free self tanning foam that, according to the company, makes consumers look instantly thinner, more tone and radiant. All Colour Couture products are easy-to-use, vegan, paraben-free and all-natural, with no odor or stickiness.
Tan like a Star
With the sustained popularity of celebrity fragrances, could celebrity sun care be far behind? Inspired by the lifestyle of pop singer Jimmy Buffett and his legions of freewheeling, sun-seeking fans called “Parrot Heads,” the new Margaritaville Parrot Head Advanced Sun Care from Sun & Skin Care Research, LLC offers serious sun care protection that pampers, nourishes and moisturizes. All Margaritaville Parrot Head products contain a proprietary aloe hydrating Complex, which, according to the company, contains the highest quality, purist Aloe Vera plant solids available in a ten-times concentrated form. Eco-Certified, plant-derived Pentavitin and Zemea are added to the Aloe Hydrating Complex in Parrot Head Lotions to deliver a smooth feel and deep, instant hydration. The line includes FINS UP! Sport Sunscreen Sprays and Parakeet Kids Spray, which is specially formulated for kids’ sensitive skin. The cans are from EXAL, with a BOV from Coster and an actuator from Aptar.
Sunbow offers SPF 30 sunscreen sprays featuring popular children’s characters Dora the Explorer and SpongeBob SquarePants. The products provide a non-oxybenzoate formula with homosalate, antioxidant protection, continuous hydration and a bubble gum fragrance.
The Future of Sun Care
The U.S. sun protection and sunless tanner market showed positive growth through 2011, and managed to weather the economic recession better than other personal care categories, according to Mintel. Skin cancer awareness campaigns, as well as overall education about the importance of sun protection, have proliferated during recent years, likely resulting in increased penetration and product use. However, only modest growth is forecast through 2017. As the market has become more saturated in recent years and competition from private label increases, growth in the category has plateaued.
While growth is predicted to slow in the category, adding skincare benefits that appeal to consumers, such as anti-aging and antioxidants, could generate excitement in the category, as well as encourage more frequent usage. Additionally, targeting demographic groups that historically have low participation in the category, such as men and multi-culturals, will be important for continued success in the category.