According to the research firm, UK consumers are now rejecting the category, which declined by 3% in value terms over 2013.
Volume sales will grow faster in the period up to 2018, thanks to a slight pick-up in after-sun and sun protection CAGR of 1%; but value sales are not expected to pick up for the category, the firm’s analysts warn.
Self-tanning is one key trend which experts now blame for the fall in sun care sales, with Euromonitor noting that “the TOWIE effect was short-lived”.
Alongside the falling interest in the self-tan category, another factor behind the falling sales is the reluctance of consumers to use sun protection products in poor weather.
A recent study by North West Cancer Research Fund found that in the UK for example, two thirds of people ‘never wear sun protection’ because they believe the clouds offer adequate protection.
Yet, while the poor weather does appear to be dampening sun care sales in northern Europe, some brands have begun to turn it to their advantage.
Outside the box
Neutrogena recently carried out a re-branding campaign of its ordinary sunscreen product, dubbing it ‘Cloudscreen’.
“Sometimes you can only change people’s behaviour by changing the product,” the company stated of the re-branding, explaining that while the profitability of increased sunscreen usage is no doubt a key motivator in the move, consumer education is also an important factor.
Indeed, the Skin Cancer Foundation states that over 80% of the sun’s UV rays can pass through clouds.
“Cloudscreen contains regular sunscreen,” the brand admitted. “But by using the packaging as a medium, we help people realise that protection is necessary, even when you don’t see the sun.”
“Saying, ‘wear sunscreen on cloudy days’ sounds contradictory: we decided to do something different,” Neutrogena stated.