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Sun Protection and Sunless Tanners - US - October 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources and methodology
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Becoming multidimensional
A growing market
Higher SPF limits
Focus on protection
The retail picture
Leading companies and brands
Holding on to youthful skin and becoming more aware
Other ways to apply and prevent
Brand appeal
Getting people to listen
What they think
INSIGHTS AND OPPORTUNITIES
100+ is the new 30
What about my Vitamin D?
Going au naturel
Ethnicity
Figure 1: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by race and Hispanic origin, February 2009-March 2010
Figure 2: Population, by race and Hispanic origin, 2005-15
Multi-faceted benefits
Outside and in
It’s all in the delivery (system)
Partnering—the whole package
INSPIRE INSIGHTS
 TREND: FAUXTHENTICITY
Gym, Tan, Dance
MARKET SIZE AND FORECAST
Key points
Many want to protect
Luxury market giving a boost to sun protection
Figure 3: Total U.S. FDMx sales and forecast of sun protection and sunless tanners at current prices, 2005-15
Figure 4: Total U.S. FDMx sales and forecast of sun protection and sunless tanners at inflation adjusted prices, 2005-15
Walmart sales
MARKET DRIVERS
Older women don’t buy suntan/sunscreen
Figure 5: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by gender, February 2009-March 2010
Figure 6: U.S. female population, by age, 2005-15
Figure 7: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by age, February 2009-March 2010
Figure 8: U.S. male population, by age, 2005-15
The fear factor and education
Figure 9: Lifetime UV exposure in the U.S.
Ban the tan
COMPETITIVE CONTEXT
Products outside the category stealing sales
New labeling and regulations
Just eat a tomato (or take a pill) instead
Protecting against the sun but causing other cancers
SEGMENT PERFORMANCE
Key points
More protection is more important
Figure 10: U.S. FDMx sales and forecast of sun protection and sunless tanners at current prices, by segment, 2005-15
Figure 11: U.S. FDMx sales of sun protection and sunless tanners, by segment, 2009 and 2010
SEGMENT PERFORMANCE—SUNSCREEN/SUNBLOCK
Key points
A focus on specialized protection
Figure 12: U.S. sales and forecast of sunscreen/sunblock, 2005-15
SEGMENT PERFORMANCE—SUNLESS TANNERS
Key points
New and improved
Figure 13: U.S. sales and forecast of sunless tanners, 2005-15
SEGMENT PERFORMANCE—TANNING LOTION/OIL
Key points
A safe tan
Figure 14: U.S. sales and forecast of tanning lotion/oil, 2005-15
SEGMENT PERFORMANCE—INSECT REPELLENT PLUS SUNSCREEN
Key points
Up and down
Figure 15: U.S. sales and forecast of insect repellent plus sunscreen, 2005-15
SEGMENT PERFORMANCE—OTHER PRODUCTS
Key points
No more need for after sun
Figure 16: U.S. sales of other suncare products, 2005-15
RETAIL CHANNELS
Key points
Share in drug stores edging up
Bye-bye BOGOs
Figure 17: FDMx sales of sun protection and sunless tanners, by retail channel, 2009 and 2010
RETAIL CHANNELS—DRUG STORES
Key points
A boost in 2010
Partnering
Private label
Figure 18: U.S. sales of sun protection and sunless tanners at drug stores, 2005-10
RETAIL CHANNELS—OTHER FDMX
Key points
Riding on the coat-tails of other personal care products
A notch above one dollar
Figure 19: U.S. sales of sun protection and sunless tanners at other FDMx outlets, 2005-10
LEADING COMPANIES
Key points
Spotlight on the big three
Private label
Campaigns and partnerships
Figure 20: FDMx sales of leading sun protection and sunless tanner companies, 2009 and 2010
SELECTED BRAND ANALYSIS—SUNSCREEN/SUNBLOCK
Key points
Schering-Plough—Sport, sunglasses, and a celebrity
Playtex Products—Ultra defense and an infusion of vitamins
Johnson & Johnson—The Road to Healthy Skin
Others to watch
La Roche-Posay’s Anthelios
Mission Skincare
Figure 21: Selected FDMx brand sales of sunscreen/sunblock in the U.S., 2009 and 2010
SELECTED BRAND ANALYSIS—SELF-TANNERS/SUNLESS TANNERS
Key points
L’Oréal the only winner
The other brands
Figure 22: Selected FDMx brand sales of self-tanners/sunless tanners in the U.S., 2009 and 2010
SELECTED BRAND ANALYSIS—TANNING LOTION/OIL
Key points
Koala gets the sales
Figure 23: Selected FDMx brand sales of tanning lotion/oil in the U.S., 2009 and 2010
SELECTED BRAND ANALYSIS—INSECT REPELLENT PLUS SUNSCREEN
Key points
Move over Bullfrog
Figure 24: Selected FDMx brand sales of insect repellent plus sunscreen in the U.S., 2009 and 2010
SELECTED BRAND ANALYSIS—OTHER PRODUCTS
Key points
After sun is afterthought
Figure 25: Selected FDMx brand sales of other suncare products in the U.S., 2009 and 2010
BRAND QUALITIES
 SUN PROTECTION
Natural Lavera
Mission Skincare
Banana Boat—Playtex Products Inc. (Energizer Holdings Inc.)
Hawaiian Tropic—Playtex Products Inc. (Energizer Holdings Inc.)
Coppertone—Schering-Plough
Neutrogena—Johnson & Johnson
Aveeno—Johnson & Johnson
 SUNSCREEN/INSECT REPELLENT
 SUNLESS TANNERS
Noah’s Naturals
L’Oréal USA
Neutrogena Corp. (Johnson & Johnson)
Banana Boat—Playtex Products Inc. (Energizer Holdings Inc.)
Hawaiian Tropic—Playtex Products Inc. (Energizer Holdings Inc.)
INNOVATORS AND INNOVATIONS
No more stings
High tech help
The iPhone to the rescue
More natural, earth friendly, and green
Topical antioxidants
For the active
Multiple benefits
Just for the face
Specialty/celebrity
Self-tanners
After sun
MARKETING STRATEGIES
General campaigns
Brand campaigns
Partnering with retailers
Look like a model
Figure 26: Jergens Natural Glow, television ad, 2010
Banana Boat has you covered
Figure 27: Banana Boat, television ad, 2010
Catch a wave
Figure 28: Coppertone Sport, television ad, 2010
A day at the lake
Figure 29: Aveeno, television ad, 2010
Protection from the blazing sun
Figure 30: Neutrogena Spectrum Sunblock, television ad, 2010
Staying active and protected
Figure 31: Neutrogena Ultimate Sport, television ad, 2010
Sweet fun in the sun
Figure 32: Coppertone Sunblock, television ad, 2010
TANNING HABITS AND PRODUCT USAGE
Key points
Women avoid the sun
Figure 33: Occasions to suntan, by gender, July 2010
Older and avoiding tanning
Figure 34: Occasions to suntan, by age, July 2010
Affluent and buying sunscreen
Figure 35: Occasions to suntan, by HH income, July 2010
Sunscreen is for women…
Figure 36: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by gender, February 2009-March 2010
Usage peaks in mid-30s and 40s
Figure 37: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by age, February 2009-March 2010
More money = more purchases
Figure 38: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by HH income, February 2009-March 2010
TYPES OF PRODUCT USED AND PROTECTION LEVELS
Key points
SPF 30 is a key number
Figure 39: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by gender, February 2009-March 2010
SPF increases with age
Figure 40: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by age, February 2009-March 2010
SPF levels of 25-45 most popular
Figure 41: SPF level used, by gender, July 2010
Women want a lot from their sunscreen
Figure 42: Preferred suncare product ingredients and qualities, by gender, July 2010
Older and wanting no scents
Figure 43: Preferred suncare product ingredients and qualities, by age, July 2010
SELF-TANNING PRODUCTS
Key points
Purchase behaviors
Figure 44: Purchase behaviors for sunless/self tanning products, by gender, July 2010
Aged 18-44 and looking for advice
Figure 45: Purchase behaviors for sunless/self tanning products, by age, July 2010
For health and efficiency
Figure 46: Reasons for using self tanning products, by gender, July 2010
Reasons for non-use
Figure 47: Reasons for not using self tanning products, by gender, July 2010
USAGE COMPARED TO LAST YEAR
Key points
More than last year
Figure 48: Usage of suncare products more than last year, by gender, July 2010
Younger and using more
Figure 49: Usage of suncare products more than last year, by age July 2010
Most do not use bronzers, sunless tanners
Figure 50: Do not use suncare products, by age, July 2010
BRANDS PURCHASED
Key points
 FOR THE FACE
Beauty versus sweat
Figure 51: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the face, by gender, February 2009-March 2010
Young support top brands for the face
Figure 52: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the face, by age, February 2009-March 2010
 FOR THE BODY
Figure 53: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the body, by gender, February 2009-March 2010
Age matters
Figure 54: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the body, by age, February 2009-March 2010
LIFESTYLE AND PRODUCT CHOICE CROSS TABULATION
Key points
Health and tans
Figure 55: Attitudes towards health, crosstab, February 2009-March 2010
Fashion and tans
Figure 56: Attitudes towards fashion, crosstab, February 2009-March 2010
THE IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Usage
Tanning behaviors
Figure 57: Occasions to suntan, by race and Hispanic origin, July 2010
Overall usage
Figure 58: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by race and Hispanic origin, February 2009-March 2010
Type of product used
Figure 59: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by race/Hispanic origin, February 2009-March 2010
Blacks don’t use a variety of products
Figure 60: Do not use product, by race and Hispanic origin, July 2010
Reasons for non-use of sunless tanners
Figure 61: Reasons for not using self tanning products, by race and Hispanic origin, July 2010
Brands for the face
Figure 62: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the face, by race/Hispanic origin, February 2009-March 2010
TEENS
Key points
Usage
Figure 63: Teen use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by gender and age, February 2009-March 2010
Types used
Figure 64: Types of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used by teens, by gender and age, February 2009-March 2010
Brands
For the face
Figure 65: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the face by teens, by gender and age, February 2009-March 2010
For the body
Figure 66: Brands of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin) used for the body by teens, by gender and age, February 2009-March 2010
CLUSTER ANALYSIS
Grabbers
Demographics
Characteristics
Opportunity
Minimalists
Demographics
Characteristics
Opportunity
Tanners
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 67: Suncare products clusters, July 2010
Figure 68: Occasions to suntan, by suncare products clusters, July 2010
Figure 69: Using the same amount as last year, by suncare products clusters, July 2010
Figure 70: SPF level used, by suncare products clusters, July 2010
Figure 71: Preferred suncare product ingredients and qualities, by suncare products clusters, July 2010
Cluster demographics
Figure 72: Suncare products clusters, by gender, July 2010
Figure 73: Suncare products clusters, by age group, July 2010
Figure 74: Suncare products clusters, by HH income, July 2010
Figure 75: Suncare products clusters, by race, July 2010
Figure 76: Suncare products clusters, by Hispanic origin, July 2010
Cluster methodology
CUSTOM CONSUMER TABLES
Key points
Usage
Figure 77: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by marital status and presence of children in the HH, February 2009-March 2010
Children mean more tanning opportunities
Figure 78: Occasions to suntan, by gender and presence of children in the HH, July 2010
More products for households with children
Figure 79: Usage more than last year, by gender and presence of children in HH, July 2010
Usage and living place
Figure 80: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by geographic Mosaic, February 2009-March 2010
Figure 81: Use of suntan/sunscreen, after sun, and sunless tanning products (applied to the skin), by geographic Mosaic (continued), February 2009-March 2010
Reasons for use of self tanning products
Figure 82: Reasons for using self tanning products, by gender and presence of children in HH, July 2010
SYMPHONYIRI/BUILDERS PANEL DATA
 SUNTAN LOTION AND OIL—U.S.
Consumer insights on key purchase measures—suntan lotion and oil
Brand map
Figure 83: Brand map, selected brands of suntan lotion and oil buying rate, by household penetration, 2009*
Brand leader characteristics
Key purchase measures
Figure 84: Key purchase measures for the top brands of suntan lotion and oil, by household penetration, 2009*
APPENDIX: SYMPHONYIRI GROUP/BUILDERS PANEL DATA DEFINITIONS
APPENDIX: TRADE ASSOCIATIONS

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