Sun care pulse check: multifunction, naturals, and diverse protection claims
With the summer months approaching, sun care once again comes into central focus for the industry in Europe. The category grew 5.1% last year (year on year) in Eastern Europe, and 1.3% in Western Europe. Globally, it rose 2.8%, with baby- and child-specific products a segment growing above the market average across the board.
Maria Coronado, ingredients associate analyst focusing on beauty and personal care at Euromonitor, explains some of the key trends driving the category, including the diversification of protection claims, the huge demand for multifunctionality, and where the category is heading.
“As consumers are shifting to healthier lifestyles what is inside the products is becoming more important. More than ever before, consumers are questioning the ingredients and their sources and this is having an impact on the ingredients market,” she asserts.
New range of protection claims
Coronado notes that new technology has enabled and driven a diversification in the protection claims products are now able to offer.
“In a little over 50 years, the sun protection industry has evolved tremendously in both the level and type of protection and the aesthetic properties of the products, driven by consumer needs and technological advances, such as new encapsulating technologies and delivery systems,” she says.
“This has allowed companies to feed consumers with more attractive products that protect from a wide range of new environmental and technological stressors, from sun radiation to air and light pollution.”
Major interest in multifunction
Growing consumer and industry interest in multi-functional products is driving demand for ingredients that can serve multiple functions in their formulations, Coronado suggests.
“In fact, according to Euromonitor Beauty Survey, the use of multifunctional ingredients is among the top ten reasons to purchase sunscreens or dedicated sun protection products worldwide,” she explains.
“As consumers increasingly want sun protection products that go beyond simple UV protection, there is a growing need for multifunctional ingredients and simpler formulations.
“Ingredients suppliers are developing ingredients able to play different roles in the formulation, from UV, light and pollution protection to anti-ageing, skin conditioning and benefiting agents.”
What’s ahead?
Coronado has some clear predictions for where the category is likely to head in the coming period.
“Global demand for multifunctional, full protection and long lasting products with increased sunscreen sensoriality, lighter touch and greater spread ability is projected to continue,” she says.
“The major challenges in the years to come are related to the need for safer and more effective sunscreens with fewer and more natural ingredients.
“Companies are now performing research to optimise the UV delivery systems and to improve the photostability, efficacy and wash-off resistance of the active ingredients with no detriment to aesthetic properties.”
