This report provides the results for the Suncare market in the UK from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Suncare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Suncare market they account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
Attitudes towards both health and beauty concerns affect the market and its developed, as well as impact of the weather. While awareness of the harmful effects of the sun has increased compared to previous generations, this is likely to be reflected more in the SPF factors chosen rather than the frequency of reapplying protection.
What are the key drivers behind recent market changes?
Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Key Features and Benefits
- Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: After-Sun, Self-Tan, and Sun Protection.
- Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
- Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
- Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.
Key Market Issues
- While consumers may be aware of the benefits of Sun Protection, After Sun products are used by significantly fewer people in the UK. This hinders development of this category and marketers will need to find ways of communicating clear benefits of After Sun products if they want to grow their volumes significantly in the future.
- In general, few consumers are consciously aware that the Consumer Trends covered in this research have any significant impact on their purchases. This is not to say the current branding messages are irrelevant, but that consumers are not necessarily aware of these factors when making product choices. Furthermore, it also means that any brand repositioning or new entrant into the market will struggle to find any Consumer Trend to align their product to, and they will also require very clear messages about product efficacy in order to attract consumers attention.
- While women easily account for the majority share of Self-Tanner use in the UK, it appears they are no longer alone. Males also account for a significant amount of the market, be that because they have purchased their own products that give a hint of tan (or more), or because of borrowing their partners products.
- Brand analysis reveals that private label penetration by volume in the UK Suncare market varies between 10%-30% by volume. It is marginally higher for Sun Protection compared to After-Sun products.
- While Boots is the dominant retailer for Suncare products in the UK compared to many other consumer packaged goods, the pattern of distribution through retailers is more fragmented. In particular, the major grocery multiples have not been as successful in targeting this area as they have in other Health & Beauty categories.
- Sun-Protection is the dominant category in the market, and accounts for more than 67% of total suncare sales in the UK. It is followed by the Self-Tan and After-Sun segments.