May 2013 Spray 21 T otal 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 antiaging 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 longterm 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
Spray May 2013
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