Synopsis
This report provides the results for the Suncare market in the US from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: the After-sun, Self-tan and Sun protection
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written?
Marketers in the Suncare market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Suncare market they account for and which consumer trends drive their behaviour.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. After-sun, Self-tan and Sun protection are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behaviour through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Suncare Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 After-sun
2.2.2 Self-tan
2.2.3 Sun Protection
2.3 Behavioral Trends and Market Value
2.3.1 After-sun
2.3.2 Self-tan
2.3.3 Sun Protection
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 After-sun
3.1.2 Self-tan
3.1.3 Sun Protection
3.2 Consumer Profiles by Product Category
3.2.1 After-sun
3.2.2 Self-tan
3.2.3 Sun Protection
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Suncare Brand Choice and Private Label Shares
4.2.1 After-sun
4.2.2 Self-tan
4.2.3 Sun Protection
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Suncare
5.1.2 After-sun
5.1.3 Self-tan
5.1.4 Sun Protection
6 Consumption Impact: Market Valuation
6.1 Suncare Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Suncare Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Suncare Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption Per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Suncare
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - After-sun
7.2.2 Retail Share by Volume - Self-tan
7.2.3 Retail Share by Volume - Sun Protection
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Ahold Switching Analysis
7.3.3 Costco Switching Analysis
7.3.4 Kroger Switching Analysis
7.3.5 Publix Switching Analysis
7.3.6 Other Switching Analysis
7.4 Profiles of End-Consumers of Suncare, by Retailer Used
7.4.1 Costco
7.4.2 Kroger
7.4.3 Wal-Mart
7.4.4 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Suncare Market
Table 2: United States Survey Respondent Profile (weighted), 2011
Table 3: United States Suncare Value Share (%), by Age Groups, 2011
Table 4: United States Suncare Value Share (%), by Gender, 2011
Table 5: United States Suncare Value Share (%), by Urban and Rural Dwellers, 2011
Table 6: United States Suncare Value Share (%) by Education Level Achieved Groups, 2011
Table 7: United States Suncare Value Share (%) by Wealth Groups, 2011
Table 8: United States Suncare Value Share (%) by Busy Lives Groups, 2011
Table 9: United States After-sun Consumer Group Share (% market value), 2011
Table 10: United States Self-tan Consumer Group Share (% market value), 2011
Table 11: United States Sun Protection Consumer Group Share (% market value), 2011
Table 12: United States Total After-sun Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 13: United States Total Self-tan Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: United States Total Sun Protection Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: United States After-sun Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 16: United States After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 17: United States Self-tan Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 18: United States Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 19: United States Sun Protection Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 20: United States Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 21: United States After-sun Consumer Profiles (% consumers by sub-group), 2011
Table 22: United States Self-tan Consumer Profiles (% consumers by sub-group), 2011
Table 23: United States Sun Protection Consumer Profiles (% consumers by sub-group), 2011
Table 24: United States Suncare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 25: United States After-sun Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 26: United States Self-tan Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: United States Sun Protection Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: United States, Overall Suncare: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 29: United States, After-sun: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: United States, Self-tan: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: United States, Sun Protection: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: United States Suncare Market Value (US Dollar million), by Category, 2011
Table 33: United States Suncare Market Volume (Units m), by Category, 2011
Table 34: United States Suncare Market Share (US$ million), by Category, 2011
Table 35: United States Suncare Expenditure Per Capita (US Dollar), by Category, 2011
Table 36: United States Suncare Expenditure Per Household (US Dollar), by Category
Table 37: United States Suncare Market Volume Share (Units m), by Category, 2011
Table 38: United States Suncare Consumption Per Capita (Units m / Population m), by Category, 2011
Table 39: United States Suncare Consumption Per Household (Units m / Households m), by Category, 2011
Table 40: United States Suncare Survey-tracked Retailer Shares by Volume (% of Units m), 2011
Table 41: United States After-sun Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 42: United States Self-tan Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 43: United States Sun Protection Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 44: United States: Switchers to Ahold for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 45: United States: Switchers to Costco for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 46: United States: Switchers to Kroger for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 47: United States: Switchers From Kroger for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 48: United States: Switchers to Publix for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: United States: Switchers to Other for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: United States: Switchers From Other for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: United States: Profile of Suncare Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
Table 52: United States: Profile of Suncare Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
Table 53: United States: Profile of Suncare Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 54: United States: Profile of Suncare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: United States Suncare Value Share (%), by Age Groups, 2011
Figure 3: United States Suncare Value Share (%), by Gender, 2011
Figure 4: United States Suncare Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United States Suncare Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United States Suncare Value Share (%) by Wealth Groups, 2011
Figure 7: United States Suncare Value Share (%) by Busy Lives Groups, 2011
Figure 8: United States After-sun Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United States After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United States Self-tan Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United States Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United States Sun Protection Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United States Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United States Suncare Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: United States Suncare Market Share (US$ million), by Category, 2011
Figure 16: United States Suncare Expenditure Per Capita (US$), by Category, 2011
Figure 17: United States Suncare Expenditure Per Household (US$), by Category
Figure 18: United States Suncare Survey-tracked Retailer Shares by Volume (% of Units m), 2011
Figure 19: United States After-sun Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 20: United States Self-tan Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 21: United States Sun Protection Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 22: United States: People Who Have Switched Retailer for their Suncare Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
