Suncare category is rapidly evolving particularly as sun protection is no longer associated solely with negative health impacts, but also with degradation of the appearance, particularly the acceleration of the aging process. This is resulting in far reaching implications for both suncare and beauty brands and driving new opportunities within this space.
Looking at sun damage concern by age group, consumers between the ages of 18-44 are the most likely to be concerned, declining as these age cohorts increase. This can be attributed to consumers within the 18-34 age group being the most appearance-conscious segment globally. Similarly, consumers age 25-44 are most likely to have young children with 77% of respondents in this age bracket saying they had children under the age of 10. Therefore, concerns over health for their children are likely to enhance this concern for this age group. Concerns over sunburn remain relatively level across the 15-44 age groups, highlighting similar attitudes towards this issue, with this declining as consumer’s age.
While awareness of the negative health impacts of sun is high, being well established for many years, another key fact driving demand for suncare solutions has been the growing establishment of sun exposure as an accelerator of the aging process and cause of appearance related damage. In today’s appearance-conscious society, this has meant that sun protection now serves a cosmetic purpose, not just a health-related one. Similarly sun protection is no longer solely occasion-oriented but increasingly part of daily beauty regimens.
The report “Innovation Trends and Opportunities in Suncare; Exploring the key consumer behavior and innovation trends impacting suncare” explores the innovation trends that impacting the suncare category.
It has identified four innovation trends impacting the suncare category:
- Blurred lines: Awareness of the negative impact of sun exposure on the appearance is driving demand for sun protection across beauty regimes and targeting specific features.
- “Make it natural”: Concerns over chemicals used in suncare formulations create opportunities to enhance natural credentials through natural ingredients and positioning.
- Beyond UV: Consumers are trying to minimize the impact of the environment on their health and appearance. Claims which capture a wider range of aggressors will appeal.
- Novel formats and applications: The desire for efficient yet exciting suncare solutions is driving innovation into unique formats which can challenge traditional applications.
2. Four trends in suncare
i.Trend 1: Blurred lines
ii.Trend 2: “Make it natural”
iii.Trend 3: Beyond UV
iv.Trend 4: Novel formats and applications
3. Foresights: What next for the suncare category?