Growth in sun care category driven by self-tanning products
Forget that long-awaited March break vacation. Frost-bitten Canadians looking for that healthy, summertime glow are turning to self-tanning products more than ever before. According to The NPD Group, a leading global information company, in 2014 the self-tanning category grew by a whopping 26 per cent.
This surge boosted the entire sun care segment, which saw a year over year increase of eight per cent in 2014, according to NPD’s Canada BeautyTrends® research. And while Canadians are quick to reach for a bottle of self-tanning product, other sun care essentials are not faring as well; both in-sun and after-sun products saw a decrease in growth this past year.
This recent surge by self-tanning products has caused a category gain of nearly $1.5 million. While in-sun products have traditionally contributed the highest volume to the segment, self-tanners are now almost on par.
“It’s clear that the popularity of self-tanning products is affecting consumer purchasing when it comes to other sun care products” says Sandy Silva, Canadian beauty industry analyst at The NPD Group. “Furthermore, it appears that since consumers are achieving that natural glow artificially, they feel less inclined to spend on in-sun and after-sun products.”
Be safe, not sorry when it comes to the sun
The decrease in spending on in in-sun and after-sun products suggests that Canadians may be avoiding the sun because of increased awareness around the risk of exposure. While this may seem encouraging, experts are quick to point out that the need for sun care products is still important, even when time spent in the sun is reduced.
“Even if people are using self-tanners, that does not mean that they are completely avoiding the sun,” says Silva. “It’s important to remind consumers that just because they’re decreasing their sun exposure, they still need to invest in other sun care products to ensure they remain safe from harmful UV rays.”