Category Insights
Sun Safe Solutions
Exploring the future of sun protection, aftercare and self tanning
Protection against the elements is in the forefront of consumers minds. The 'info lusting' society craves important health and wellbeing messages and none more so than from within the Sun Care category. Consumers are becoming increasingly proactive when it comes to protection from the sun; the media has provided consumers with a better understanding of the inherent risks to sun exposure and promoted key steps required to tackle a range of skin protection and skin beauty requirements. These requirements haven't gone un-noticed by the brands, a plethora of products have been injected onto the marketplace to create distinct opportunities to consumers to protect, care and self tan to their hearts content.
The sun preparation market is a hugely diverse category with a dynamic new product development throughout; protection is blurring into skincare, aftercare is bordering on skin repair, and self tanning is the most invigorated market for a decade as gradual tanning takes on instant colour tanning. This increased competition is pushing the brands to offer consumers new innovative solutions for their every desire be it protection, soothing aftercare or safe sunless tanning. The big brands are poised; the main aim is to act on consumer desires for increased guidance, supreme performance and the perfect sun safe tan.
Consumers require choice, but ultimately when it comes to 'caring for their skin' they require the best results possible
Professional niche brands are driving trends within the skincare category and this is beginning to be reflective within the sun protection and self tanning markets; consumers require choice, but ultimately when it comes to 'caring for their skin' they require the best results possible. The trend for gradual tanning has been reflective of the more general consumer trend towards healthy, more radiant glowing skin and the market quickly responded with the spin for an all year round tan; the opportunities from this trend shift and this encroachment of body/skin care on sun care and self tanning will be hugely influential.
Brands need to react quickly to counter or streamline changes within consumer psyche with regards to sun protection, after care and self tanning, as all three areas have unique opportunities for growth in today's dynamic marketplace and desires from consumers will influence new product development programmes dramatically.
Liquidrock Suncare & Self Tanning Category Insight offers a comprehensive guide to the size and shape of the market at a national level (UK); providing the latest mass retail sales data (2006-2007) analysis, while identifying the key sectors, brands and product SKUs driving growth. The report identifies the leading global brands, the key global driving trends and offers strategic analysis of the key factors influencing the marketplace for the future - be they changes in consumer requirements, new trend development or new product development.
*Note this is an extract taken from our full Category Insight, the complete report is available to purchase today. Contact Liquidrock for more details.
All our category insights come in the form of an electronic presentation in Powerpoint with accompanying notes and imagery delivered on CD rom. Each Category Insight is presentable by Liquidrock at an additional cost and will be quoted for on enquiry. Note: All quotes are exclusive of VAT.