Sun Care in the US

PROSPECTS

Growing demand for sun protection, boosted by prevention

Sun protection is one of the most demanded functions in beauty and personal care in the US. In the past, the prevailing narrative was that sun protection was only necessary during prolonged exposure in the sun, such as during sports, at the beach or other on occasions.

Players respond with new benefits, formats and technology

To meet the demand for multifunctional benefits and newer formats, companies are innovating beyond the intrinsic protection from UVA and UVB rays. Benefits such as moisturising and anti-ageing have long been present in sun protection, but newer benefits, including anti-pollution, infrared and blue light protection, are also being added.

Premiumisation drives natural and organic formulations

Consumers are becoming increasingly ingredients-conscious. Whilst this behaviour is often associated with skin care and hair care, awareness of the effects of sun care ingredients, such as oxybenzone and retinyl palmitate, is also resulting in a rising preference for natural and organic ingredients in sun care.

COMPETITIVE LANDSCAPE

Beauty specialist retailers grows its share from a small base

Sales through the largest channels in sun care remain steady. Drugstores/parapharmacies, mass merchandisers, hypermarkets and supermarkets have maintained strong shares in the US, whilst channels with traditionally smaller shares continue to expand their product offerings and grow from a small base.

Non-mass channels latch onto the growth of self-tanning

Driven by consumer concerns about the safety of tanning salons and legislative initiatives that discourage tanning salons, self-tanning is experiencing growth in the US. Premium self-tanning witnessed very strong growth in current value terms in 2017.

New product launches

Companies are increasingly addressing consumer pain points associated with facial sun protection, resulting in products with neutral or minimal fragrances, and clear gel, mousse and mist formats for easy blending and application underneath a layer of make-up or as stand-alone products. For example, Glossier’s Daily Sunscreen Invisible Shield SPF35 in a clear watergel formula was designed for consumers who dislike streaks after applying sunscreen.

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