Sun Care in the US

2021 DEVELOPMENTS

Strong domestic travel contributes to recovery of sun protection, but daily use remains the key driving force

The strong revival of domestic leisure travel, following the mass COVID-19 vaccination efforts in the US, allowed the proportion of sun protection sales tied to holiday consumption to recover in 2021, despite the relatively low level of international tourists. As restrictions were lifted there was a spike in domestic summer travel, with destinations that require sun protection, such as sunny southern US states and national parks, being amongst the top choices.

Momentum for self-tanning continues as players improve formulations and distribution

In 2021, consumers still wanted the look of tanned skin and the confidence it brought them, but they searched for safer ways to reach their goal amidst the dangers of sun exposure and limited international travel opportunities, which benefited self-tanning tremendously. With the momentum growing, brands continued improving their formulations to offer the best user experience in terms of providing a clean smell, easy application and no transfer.

Expanding competitive pressures force players to expedite new product development and focus on digital channels for educational efforts

A point of contention emerged in sun protection regarding mineral versus chemical formulations, with natural beauty enthusiasts turning to mineral offerings. While mineral sunscreens were once heavily skewed towards premium, they have now been accepted in the mass segment through players such as Olay and Banana Boat.

PROSPECTS AND OPPORTUNITIES

Self-care and preventative health trends provide a strong outlook

Although a gradual deceleration is expected as replenishment purchases and travel flows normalise, sun protection is set to post a strong performance over the forecast period, benefiting from high consumer interest in skin care and preventative health measures, which will encourage daily use and increase per capita consumption. The skin health benefits of sun protection, including its ability to prevent skin damage, signs of ageing and discoloration, will continue appealing to consumers focused on maintaining regimens to support their skin in the long term.

The appetite for multifunctional products will encourage competitive pressure from other beauty categories

Growing interest in multifunctional products and competition from skin care and colour cosmetics could temper the growth for sun protection moving forward, especially for facial products. A streamlining of routines is anticipated as consumers’ lifestyles become busier and more social, with the expectation that consumers will buy fewer items, but more functional products.

Safety concerns will remain top-of-mind, which may open up further opportunities for dermocosmetics players

The safety of sun protection products is set to undergo further scrutiny over the forecast period, as wellness will remain top-of-mind in a post-pandemic world. In 2021, concerns were raised when online laboratory Valisure released a report finding that several popular sun protection products, from brands such as Neutrogena and Coppertone, were contaminated with benzene in the manufacturing process.