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Sun Protection and Sunless Tanners - US - November 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total U.S. sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2007-17
Market factors
Income impacts use of sun protection products
Figure 2: Household income distribution, 2011
Long-term effects of the sun a concern to the aging population
Figure 3: U.S. Population, by age, 2012-17
Number of households with children declining
Figure 4: Households by presence of children, 2001-11
Retail channels
Figure 5: Sales of sun protection and sunless tanners, by channel, 2012
The consumer
Sunscreen with SPF between 30-50 has highest usage, though mostly used occasionally
Figure 6: Sunscreen usage, any and daily use, July 2012
Skincare products and makeup with SPF more likely to be used daily
Figure 7: Skincare products and makeup with SPF usage, any and daily use, July 2012
More than half of consumers buy water resistant formulas, branded products
Figure 8: Suncare products purchased, any agree, July 2012
Lotion has highest awareness and interest, closely followed by portable sizes
Figure 9: Interest in trying sun protection products—forms, any interest, July 2012
Added benefits generate high levels of interest
Figure 10: Interest in trying sun protection products—benefits, July 2012
What we think
ISSUES IN THE MARKET
What are the new product regulations impacting the sun protection category?
How does consumer confusion about claims on sun protection products impact the category?
How can brands offset losses to private label and increase value perception of suncare products?
INSIGHTS AND OPPORTUNITIES
Men
Multicultural
Haircare
TREND APPLICATIONS
Trend: Prove It
Trend: Cool Vending
2015 trend: Access Anything, Anywhere
MARKET SIZE AND FORECAST
Key points
Sun protection and sunless tanning market expected to decline slightly in 2012
After small decline in 2012, modest category growth predicted through 2017
Sales and forecast of sun protection and sunless tanners
Figure 11: Total U.S. retail sales and forecast of sun protection and sunless tanners, at current prices, 2007-17
Figure 12: Total U.S. retail sales and forecast of sun protection and sunless tanners, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 13: Total U.S. sales and fan chart forecast of sun protection and sunless tanners, at current prices, 2007-17
MARKET DRIVERS
Key points
Income impacts use of sun protection products
Figure 14: Household income distribution, 2011
Figure 15: Disposable personal income (DPI), 2007-August 2012
Fear of skin cancer, skin aging could drive category sales
Figure 16: U.S. Population, by age, 2007-17
Figure 17: Cancer Treatment Centers of America, TV ad, 2012
Number of households with children declining
Figure 18: Households by presence of children, 2001-2011
COMPETITIVE CONTEXT
Multifunctionality of skincare products and color cosmetics with SPF appeals to consumers
Figure 19: Facial products making UV protection claims, 2007-12*
Figure 20: Color cosmetics (facial) making UV Protection claims, 2007-12*
Opportunities for sun protection market
SEGMENT PERFORMANCE
Key points
Sun protection and sunless tanner category experiencing slowdown in sales growth
Sales of sun protection and sunless tanners, by segment
Figure 21: Sales of sun protection and sunless tanners, segmented by type, 2010 and 2012
SEGMENT PERFORMANCE—SUNBLOCK/SUNSCREEN
Key points
Modest sales growth forecast for sunblock/sunscreen segment
Sales and forecast of sunblock/sunscreen
Figure 22: Sales and forecast of sunblock/sunscreens, at current prices, 2007-17
SEGMENT PERFORMANCE—SUNLESS TANNERS
Key points
Sunless tanner segment declining
Sales and forecast of sunless tanners
Figure 23: Sales and forecast of sunless tanners, at current prices, 2007-17
SEGMENT PERFORMANCE—TANNING OIL/LOTION
Key points
Tanning oil/lotion segment small, but growing
Sales and forecast of tanning oil/lotion
Figure 24: Sales and forecast of tanning oil/lotion, at current prices, 2007-17
RETAIL CHANNELS
Key points
Other retail channels represents largest share of category
Drug stores, supermarkets losing share to other channels
Sales of sun protection and sunless tanners, by channel
Figure 25: Sales of sun protection and sunless tanners, by channel, 2010 and 2012
RETAIL CHANNELS—SUPERMARKETS
Key points
After steady sales growth, supermarkets experiencing declines
Supermarket sales of sun protection and sunless tanners
Figure 26: Supermarket sales of sun protection and sunless tanners, at current prices, 2007-12
RETAIL CHANNELS—DRUG STORES
Key points
Drug stores see sales decline for the first time in five years
Drug store sales of sun protection and sunless tanners
Figure 27: Drug store sales of sun protection and sunless tanners, at current prices, 2007-12
RETAIL CHANNELS—OTHER
Key points
Growth in other retailer channels is slowing
Figure 28: Other channel sales of sun protection and sunless tanners, at current prices, 2007-12
LEADING COMPANIES
Key points
Top three companies experiencing similar gains in sales, market share
Private label is key player in category
Manufacturer sales of sun protection and sunless tanners
Figure 29: MULO sales of sun protection and sunless tanners by leading companies, rolling 52 weeks 2011 and 2012
BRAND SHARE—SUNBLOCK/SUNSCREEN
Key points
Energizer sees strongest gains in sunblock segment
Merck & Co., Johnson & Johnson see similar sales growth, though no gains in market share
Manufacturer sales of sunblock/sunscreen
Figure 30: MULO sales of sunblock/sunscreen by leading companies, rolling 52 weeks 2011 and 2012
BRAND SHARE—SUNLESS TANNERS
Key points
L’Oreal, Johnson & Johnson seeing declines
Manufacturer sales of sunless tanners
Figure 31: MULO sales of sunless tanners by leading companies, rolling 52 weeks 2011 and 2012
BRAND SHARE—TANNING OIL/LOTION
Key points
Australian Gold leads tanning oil/lotion segment
Energizer experiencing sales declines, losing share
Manufacturer sales of tanning oil/lotion
Figure 32: MULO sales of tanning oil/lotion by leading companies, rolling 52 weeks 2011 and 2012
INNOVATIONS AND INNOVATORS
New product launch trends
Figure 33: Suncare products, by sub-category, 2007-12
Figure 34: Suncare products, top ten claims, 2007-12
Added benefits
Tinted products
Sunless tanners with sunscreen
Natural ingredients
Innovative forms
MARKETING STRATEGIES
Overview of the brand landscape
Brand analysis: Coppertone (Merck & Co.)
Figure 35: Brand analysis of Coppertone, 2012
Online initiatives
TV presence
Figure 36: Coppertone, television ad, 2012
Brand analysis: Banana Boat (Energizer Holdings)
Figure 37: Brand analysis of Banana Boat, 2012
Online initiatives
TV presence
Figure 38: Banana Boat, television ad, 2012
Print and other
Brand analysis: Neutrogena (Johnson & Johnson)
Figure 39: Brand analysis of Neutrogena, 2012
Online initiatives
TV presence
Figure 40: Neutrogena, television ad, 2012
Print and other
USAGE—TANNING PRODUCTS
Key points
Young women most likely to use tanning products
Figure 41: Tanning product usage, by gender and age, July 2012
Older consumers, lower income less likely to use tanning products
Figure 42: Tanning Product usage, by household income, July 2012
USAGE—SUNSCREEN
Key points
Sunscreen SPF 30-50 has highest reported usage
Figure 43: Sunscreen usage, by gender and age, July 2012
Higher income groups more likely to use sunscreen
Figure 44: Sunscreen usage, by household income, July 2012
Use of sunscreen products higher among households with children
Figure 45: Sunscreen usage, by presence of children in household, July 2012
USAGE—PRODUCTS WITH SPF
Key points
Facial moisturizers and makeup with SPF more likely to be used daily
Men less likely to use products with SPF
Figure 46: Skincare products with SPF usage, by gender and age, July 2012
USAGE—SUNLESS TANNERS
Key points
Young women drive use of sunless and gradual tanners
Sunless tanners have low penetration among men, older consumers
Figure 47: Sunless Tanner usage, by gender and age, July 2012
Use of sunless tanner products higher among households with children
Figure 48: Sunless tanner usage, by presence of children in household, July 2012
PRODUCT INFORMATION
Key points
Friends/family most relied on source for sun product information
Younger consumers more likely to rely on TV, internet, and magazines
Figure 49: Information about suncare products, by gender and age, July 2012
Households with children more likely to rely on friends/family for suncare product information
Figure 50: Information about suncare products, by presence of children in household, July 2012
PURCHASE BEHAVIOR
Key points
More than half of consumers purchase water resistant formulas
Most consumers buying brand name suncare products, followed by private label
Purchasing of broad spectrum products varies by age, gender
Figure 51: Suncare products purchased, by gender and age, July 2012
Households with children motivated by functional benefits, price
Figure 52: Suncare products purchased, by presence of children in household, July 2012
BRANDS USED
Key points
Coppertone, Banana Boat most used suncare brands
Neutrogena more likely to be used by women
Figure 53: Use of suntan, sunscreen, after sun and sunless tanning products, by gender, April 2011-June 2012
Figure 54: Use of suntan, sunscreen, after sun and sunless tanning products, by age, April 2011-June 2012
Product use differs by brand
Figure 55: Use of suntan, sunscreen, after sun and sunless tanning products, by suntan/screen & sunless prods-types, April 2011-June 2012
USAGE BEHAVIOR
Key points
Sun protection product usage driven by occasion
Most consumers not following application instructions on packaging
Women more likely to use different SPF on their face
Figure 56: Sun protection usage behavior, by gender and age, July 2012
Figure 57: Sun protection usage behavior on vacation, by gender and age, July 2012
Households with children more likely to purchase different products for the family
Figure 58: Sun protection usage behavior, by presence of children in household, July 2012
INTEREST IN PRODUCT FORMS
Key points
Lotion is the product form that generates highest level of interest
Figure 59: Interest in trying sun protection products-forms, by gender and age, July 2012
Figure 60: Sun protection products, by top three package types, 2007-12*
Opportunities for towelettes and portable/travel sizes
Figure 61: Interest in trying sun protection products-forms, July 2012
INTEREST IN PRODUCT BENEFITS
Key points
Sun protection with natural ingredients broadly appealing
Figure 62: Interest in trying sun protection products-benefits, July 2012
Added benefits generate high consumer interest, particularly among women
Figure 63: Interest in trying sun protection products-benefits, by gender and age, July 2012
ATTITUDES TOWARD SUNCARE
Key points
Majority of consumers think sunscreen is an important part of a healthy lifestyle
More than half of consumers think private label works as well as branded products
Half of women who use suncare, 35-54, concerned about lack of vitamin D
Figure 64: Attitudes toward suncare products, by gender and age, any agree, July 2012
Figure 65: Attitudes toward suncare products, by presence of children in household, July 2012
ATTITUDES TOWARD SUNLESS TANNERS
Key points
Majority of users think that sunless tanners are a safe way to tan
Figure 66: Attitudes toward sunless tanners, by gender, July 2012
Opportunities exist to improve sunless tanning products
Figure 67: Attitudes toward sunless tanners, by age, July 2012
RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to use tanning products
Asians highly engaged in the category
Black consumers have low participation in category
Suncare usage and information seeking, by race/Hispanic origin
Figure 68: Suncare product usage, by race/Hispanic origin, July 2012
Figure 69: Information about suncare products, by race/Hispanic origin, July 2012
CLUSTER ANALYSIS
Figure 70: Target clusters, July 2012
Cluster 1: Confident
Characteristics
Opportunities
Cluster 2: Basics
Characteristics
Opportunities
Cluster 3: Involved
Characteristics
Opportunities
Cluster characteristic tables
Figure 71: Suncare product usage, by target clusters, July 2012
Figure 72: Sun protection usage behavior, by target clusters, July 2012
Figure 73: Interest in trying sun protection products, by target clusters, July 2012
Figure 74: Suncare products purchased, by target clusters, July 2012
Figure 75: Attitudes toward suncare products, by target clusters, July 2012
Figure 76: Information about suncare products, by target clusters, July 2012
Cluster demographics
Figure 77: Target clusters, by demographic, July 2012
Cluster methodology
KEY HOUSEHOLD PURCHASE MEASURES—SYMPHONYIRI GROUP BUILDERS PANEL DATA
 OVERVIEW OF SUNSCREEN LOTION/OIL
Consumer insights on key purchase measures
Brand map
Figure 78: Brand map, selected brands of sunscreen lotion and oil, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 79: Key purchase measures for the top brands of suntan lotion and oil, by household penetration, 52 weeks ending June 24, 2012
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 80: Suncare product usage, by gender, July 2012
Figure 81: Product usage, by product usage, July 2012
Figure 82: Products with SPF usage, by household income, July 2012
Figure 83: Sunless Tanner usage, by household income, July 2012
Figure 84: Product usage, by product usage, July 2012
Figure 85: Product usage, by product usage, July 2012
Figure 86: Sun protection usage behavior on vacation, by presence of children in household, July 2012
APPENDIX—SYMPHONYIRI BUILDERS PANEL DATA DEFINITIONS
SymphonyIRI Consumer Network Metrics
APPENDIX—TRADE ASSOCIATIONS

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