Sun care broadens its appeal among consumers

Today the global sun care market is valued at around US$16 billion with predictions that this will grow in value to US$25 billion by 2024 at an annual growth rate of 5.8%.1 In terms of performance these products are probably the hardest working on the market. Functionality of the formulation is key and, if the product does not perform, the consumer will become aware of this very quickly, certainly within 24 hours of application. Originally viewed as a distress purchase, the formulations have become more innovative and sophisticated over time. Consumers now demand high levels of UVA protection, moisturising ingredients, anti-oxidants and a variety of challenging formats and textures more often encountered in everyday skin care. The fact that the products deliver on all these factors is testament to the skills of the scientists working in this category, with these products often being cited as the most difficult to develop of the whole personal care category. In the following article we review some of the recent trends in the category and also look forward to what the future might hold in terms of innovation and the implementation of technology.

Current market situation

When they were first launched sun care products were thick and inelegant creams mainly due to the actual UV filter component of the formulation being oil based. A look at the sun offer in most supermarkets today will reveal that one way to differentiate product on shelf is through the format offered. A wide range of formulation types are available – gels, sprays (both clear and emulsion), lotions, oils as well as a few different packaging formats – roll-on, wipe, aerosol etc. Mintel recently published a post on their website highlighting twelve global innovations in sun care. This included a powder mineral sunscreen from the Japanese company MiMC, Jerry’s Baby Sun Cushion SPF 30 (a concept similar to the air cushion foundations made popular as part of the K-Beauty trend) and Klenskin SPF 20 Sunbar, effectively a soap bar which deposits sun protection on to the skin as you wash.2