Sun care manufacturers tapping into 'easy use' heats up the global market
The market researcher has found that with consumers becoming more aware of the risks of cancer from sun exposure, the value of the global sun care market soared in 2013, US$8.7bn.
According to researcher Khalid Peerbaccus, with such a large sum being spent on products globally, this segment represents a huge opportunity for manufacturers.
“Consumer demand for products that are time saving and easy to use has been a big influence on the recent influx of products within this category,” he tells CosmeticsDesign-Europe.com.
Manufacturers taking heed of demand for easy, multifunctional products
Peerbaccus reports the third highest concern of global shoppers with regards to sun care products to be the ease of an application, while the highest concern is value for money – offering multiple benefits within one product.
"Manufacturers have taken heed of these requirements and are introducing easy to use spray sun creams, sun care sticks and perhaps easiest of all to use, in-shower after-sun lotions," he says.
After-sun accounts for 20% (US$1.7bn) of the category and in the UK, recent innovative launches include in-shower after sun lotions from Nivea and Boots’ Soltan.
In Germany, Datamonitor Consumer also witnessed a similar launch from Sun Ozon as well as from the Japanese brand Kao Babu.
Peerbaccus says not only do these products have the advantage of in-shower application, which saves the consumer time and effort, they also offer multi-functionality and act as a 2-in-1 shower gel and after-sun lotion (Nivea) or even a 3-in-1 shower gel, shampoo, and after-sun lotion in the case of Sun Ozon.
"I’m sure most would agree that there’s nothing better after a sun bathing session than cooling off under a shower: you no longer have the worry of greasy creams and lotions, and the dilemma of who will rub some on your back. Simply lathering up in the shower and rinsing off now gives the consumer the after-sun care they need with no further hassle," the researcher concludes.