Sun Care in the US

PROSPECTS

Continued demand for sun protection stems from rising awareness

Continuing from previous years, heightened awareness surrounding the dangers of over-exposure to the sun led to increased demand for sun protection in 2018. Stemming from a reported increase of 77% in the diagnosis and treatment of nonmelanoma skin cancers between 1994 and 2014, according to the Skin Cancer Foundation, consumers are opting to invest in sunscreens that will effectively prevent damage from harmful UV rays.

Harmful chemicals and misconceptions about SPFs concern regulators

Recent advances in sun protection led to higher SPF ratings – with ratings as high as SPF100 available across many ranges, such as Neutrogena, Banana Boat and Coppertone. However, products with a high rating have been shown to mislead consumers, due to the notion of perceived greater protection; this also coincides with consumers not applying sufficient product.

Premium self-tanning continues to see strong growth

In 2018, premium self-tanning continued its strong growth in the US. Whilst somewhat at the expense of mass alternatives, premium self-tanning products from brands such as St Tropez continued to proliferate in a market that prefers premium options.

COMPETITIVE LANDSCAPE

New regulation could lead to a shift in product formulations

Beyond the potentially toxic nature of common sun protection ingredients oxybenzone and octinoxate for human use, preliminary studies have shown these chemicals to be extremely hazardous to coral reefs. In mid-2018, the state government of Hawaii passed legislation to ban the sale and distribution of sunscreens containing these ingredients.

Segmented products targeted towards specific demographics

Across beauty and personal care, increased product segmentation has been an ongoing trend, as consumers become more informed and are more interested in products targeted to their specific needs. Sun care producers are no different.

The online channel opens the way for new brands and smaller competitors

E-commerce continued to see growth in sun care in 2018. Not only does the online channel provide a means for small sun care manufacturers to enter a mature category, it also represents a level playing field against industry heavyweights, where they can sell direct-to-consumer with similar costs.

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