The US Suncare Market: What Consumers Use and Why?




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Product Synopsis

This report provides the results for the Suncare market in The US from Canadean's 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?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. After-sun, Self-tan, and Sun protection are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

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

  • Private label penetration is relatively low, reaching a high of 17% in the After-sun product category. Penetration was particularly low in Self-tan, highlighting that significant investment is still required by retailers wishing to establish a large market share in this area.
  • The importance of the youngest and oldest consumers in the Suncare market is evident from the large market share of the Time Rich Busy Lives group, 40% of the market by value. Exposure to the sun increases with leisure time, while the youngest and the oldest are most at risk from the effects of over-exposure.
  • Consumer survey results indicate that Better value for money is one of the leading trends affecting consumers' choices of Suncare products in the US. The weak economic conditions in the US are reflected in the importance of the Better value for money trend, with consumers considering Suncare as a category in which they can control their spending by trading down, purchasing private labels or decreasing consumption frequency.

Key Highlights

  • Older Consumers hold the largest share of the US Suncare market by value, though this is disproportionally low given their population size. Older Consumers account for 25% of the population, but only 20% of the market, indicating that suppliers targeting this age group need to develop strategies to increase their consumption frequency or encourage them to purchase more expensive products.
  • Consumer segmentation analysis by wealth group indicates that the Affluent wealth group has the largest share of the market by value. The Better Off wealth group holds the second-largest share. This suggests strong potential for aspirational and premium products.
  • While overall consumption is low, women consume more Self-tan than men. The largest difference between genders is in the number of Light frequency users, where twice as many women as men record this consumption frequency.