SUNCARE - UK - DECEMBER 2017

SUNCARE - UK - DECEMBER 2017

Dec 2017 Mintel Personal CareN/A Price :
$ 2694

The value increase in the suncare market is thanks to sun protection. Led by frequent usage rather than advances in innovation, shoppers are trading down to more basic sun protection to overcome extra expense. Aftersun remains a small segment with consumers unconvinced by its benefits, while self-tanning has fallen victim to the trend for a more subtle, natural glow. This could lead to more educational marketing strategies or even a revamp of product concepts.

Table of Contents

OVERVIEW
What you need to know
Products covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Weather dependency starts to diminish
Figure 1: Best- and worst-case forecast for retail value sales of mass-market suncare products, 2012-22
Companies and brands
Protection triumphs while tanning holds on
Figure 2: UK brand shares in value sales of mass-market sun protection and aftersun, year ending September 2017
Figure 3: UK brand shares in value sales of mass-market self-tanning, year ending September 2017
Innovation fails to excite
Figure 4: New product development in the suncare category, by launch type, January 2014-October 2017
A change in campaign strategy
In brands we trust
The consumer
Old habits die hard
Figure 5: Sun protection and aftersun products used in the last 12 months, September 2017
Simple signposts
Figure 6: Attitudes towards sun protection products, September 2017
Women have tanning traditions
Figure 7: Sunless tanning products/services used in the last 12 months, September 2017
All about results
Figure 8: Factors when choosing self-tanning products, September 2017
Show me the value
Figure 9: Suncare correspondence analysis, September 2017
Claims over names
What we think
ISSUES AND INSIGHTS
Sun protection becomes consumer-led
The facts
The implications
Ensuring aftersun usage
The facts
The implications
Tanning loses focus
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Weather dependency starts to diminish
Sun protection grows the market
A value race in the retailers
Natural tanning affects both markets
MARKET SIZE AND FORECAST
Everyday suncare important for the future
Figure 10: Value sales of mass-market suncare products, 2012-22
Steady growth expected to 2022
Figure 11: Best- and worst-case forecast for retail value sales of mass-market suncare products, 2012-22
Forecast methodology
MARKET SEGMENTATION
Sun protection leads category growth
Figure 12: UK retail value sales of mass-market suncare products, by segment, 2016-17 (est)
CHANNELS TO MARKET
Own-label reputation strengthens
Figure 13: UK retail value sales of mass-market suncare products, by outlet type, 2016-17 (est)
MARKET DRIVERS
Sunshine hours
Figure 14: Total number of sunshine hours per season, 2014-17
Brexit pushes holidaymakers to hotter destinations
Population changes
Figure 15: Trends in age structure of the UK population, by gender, 2012-22
SPF benefits in other products
Figure 16: Agreement with the statement “Moisturisers that contain SPF are as effective as using a separate SPF product”, by age, March 2017
Women create glow with make-up
Figure 17: Buying base make-up, May 2016 and March 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Protection triumphs while tanning holds on
Innovation fails to excite
A change in campaign strategy
In brands we trust
MARKET SHARE
Increased usage boosts sun protection brands
Figure 18: UK retail value sales of mass-market sun protection and aftersun products, by brand, years ending September 2016 and 2017
Figure 19: Hawaiian Tropic Exotic Coconut After Sun Body Butter, 2017
Few successful self-tan brands
Figure 20: UK retail value sales of mass-market self-tan products, by brand, years ending September 2016 and 2017
Figure 21: St Moriz Baywatch tan competition, June 2017
LAUNCH ACTIVITY AND INNOVATION
Suncare innovation fails to excite
Figure 22: New product development in the suncare category, by launch type, January 2014-October 2017
Figure 23: New product development in the suncare category, by sub-category, January 2014-October 2017
Sun protection goes premium
Figure 24: New product development in the sun protection/aftersun sub-categories, by price positioning, January 2014-October 2017
Figure 25: New product development in the UK sun protection/aftersun sub-categories, by ultimate company, 2016
Figure 26: Beiersdorf sun protection roll-on launches under the NIVEA Sun brand, 2016
Convenience is king
Figure 27: Top fastest-growing and fastest-declining claims in the UK sun protection and aftersun sub-categories, 2015-16
Figure 28: Prestige sun protection/aftersun product launches with anti-ageing claims, 2016-17
Self-tan becomes more accessible
Figure 29: New product development in the self-tanning sub-category, by price positioning, January 2014-October 2017
Figure 30: New product development in the UK self-tanning sub-category, by ultimate company, 2016
Figure 31: Ferne Beauty self-tan launches, 2016
Not just a tan
Figure 32: Top fastest-growing and fastest-declining claims in the UK self-tanning sub-category, 2015-16
Figure 33: Self-tan mask launches with ease of use claims, 2016-17
ADVERTISING AND MARKETING ACTIVITY
Advertisers give digital a chance
Figure 34: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, January 2014-October 2017
Figure 35: Total above-the-line, online display and direct mail advertising expenditure on suncare, by media type, January 2014-October 2017
Figure 36: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by quarter, January 2014-October 2017
Aftersun and self-tanning see increased investment
Figure 37: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by segment, January 2014-October 2017
Safety messages versus fun in the sun
Figure 38: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by ultimate company and other, 2016
Figure 39: TV campaigns from Soleve and NIVEA Sun, 2016
Figure 40: Garnier Ambre Solaire Kids advertising, 2016
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 41: Attitudes towards and usage of selected brands, November 2017
Key brand metrics
Figure 42: Key metrics for selected brands, November 2017
Brand attitudes: opportunity for suncare that champions health and wellbeing
Figure 43: Attitudes, by brand, November 2017
Brand personality: self-tan brands seen as less accessible than protection brands
Figure 44: Brand personality – Macro image, November 2017
No suncare brands considered especially innovative
Figure 45: Brand personality – Micro image, November 2017
Brand analysis
NIVEA Sun is the most trusted and accessible
Figure 46: User profile of NIVEA Sun, November 2017
Garnier Ambre Solaire is trusted, but not a favourite brand
Figure 47: User profile of Garnier Ambre Solaire, November 2017
Although fun and youthful, Rimmel lacks deeper connection
Figure 48: User profile of Rimmel, November 2017
St Tropez’s glamorous and exclusive image has shoppers willing to pay more
Figure 49: User profile of St Tropez, November 2017
Skinny Tan comes across as unethical and tacky
Figure 50: User profile of Skinny Tan, November 2017
Superdrug Solait still considered basic, despite summer marketing push
Figure 51: User profile of Superdrug Solait, November 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Old habits die hard
Simple signposts
Women have tanning traditions
All about results
Show me the value
Claims over names
USAGE OF SUN PROTECTION AND AFTERSUN PRODUCTS
Little experimentation with formats
Figure 52: Sun protection and aftersun products used in the last 12 months, September 2017
Education for the older consumer
Figure 53: Sun protection and aftersun products used in the last 12 months, by age, September 2017
Aftersun is an afterthought
Men less engaged with sun protection factors
Figure 54: Sun protection levels used in the last 12 months, by gender, September 2017
ATTITUDES TOWARDS SUN PROTECTION AND AFTERSUN
Cloudy with a chance of sunscreen
Figure 55: Attitudes towards sun protection products, September 2017
Aftersun not yet a necessity
A little help
Figure 56: Klenskin in-shower sunscreen products, 2017
USAGE OF SUNLESS TANNING PRODUCTS
Self-tanning usage remains low
Figure 57: Sunless tanning products/services used in the last 12 months, September 2017
Figure 58: Self-tanning products/services used in the last 12 months – females, by age, September 2017
Women stick with formats they know
CHOICE FACTORS IN SELF-TANNING
Results don’t rely on brand
Figure 59: Factors when choosing self-tanning products, September 2017
No artificials
PERCEPTIONS OF SUNCARE PRODUCTS
Aftersun differentiation
Figure 60: Suncare correspondence analysis, September 2017
Figure 61: Perceptions of suncare products, September 2017
The price of protection
Non-use of tanning skews views
BUYING SUNCARE PRODUCTS
Product details are important
Figure 62: Heat map of areas of importance when buying a sun protection product, July 2017
Beliefs on water resistance
What’s in a brand name?
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Correspondence analysis methodology
Forecast methodology
APPENDIX – BUYING SUNCARE PRODUCTS
Figure 63: Areas of importance when buying a sun protection product, July 2017

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