Between West and East: Sun Care Packaging in the U.S. and China

With summer arriving in certain parts of the world and with growing

Regina Maiseviciute, industry analyst, Euromonitor International

mobility meaning that for some the summer never ends, now is a good time to consider sun care and its packaging.

Consumers are becoming increasingly aware of the need to use sun care products that offer protection from both UVA and UVB rays. The packaging of sun care products also plays a very important role, as consumers require convenience in terms of application and usage.

Globally, in 2012, sun care packaging accounted for over one billion units in retail, and achieved a positive CAGR of 4% between 2007 and 2012. Sun care comprises the sun protection, after sun and self-tanning categories. It is worth mentioning that self-tanning products are on the decline globally. This is a relatively saturated category with growth hard to come by, particularly due to a lack of popularity in Asia Pacific.

The consumption of various fast-moving consumer goods (fmcg) products and the use of assorted packaging formats differ in regions and countries across the globe, with sun care being no exception.

In this article, Euromonitor International takes a look at the two biggest sun care packaging markets—the U.S. and China—and provides some insight into their specific packaging preferences and trends.

The packaging preferences for suncare products are different in every country.

A Move Toward Sun Care in Aerosol Cans in the U.S.

Health professionals, the mass media and sun care manufacturers are educating Americans with regard to the risks of UVA rays and their link to premature skin aging and skin cancer. Vastly greater consumer awareness of sun protection and the direct link between UVA exposure and incidences of skin cancer has been a key driver of growth.

In terms of packaging, rigid plastic, and in particular HDPE bottles and squeezable plastic tubes, are the traditional packaging formats for sun care products in the U.S., in 2012 accounting for 72 million and 57 million units, respectively. Of particular note within sun care is the widespread move from manufacturers to offer product extensions in continuous spray formats.

Since the introduction of such a product from Coppertone in 2005, nearly every other sun care manufacturer has followed suit. This has led to a rapid increase in the number of aerosol cans used in sun care, and has proven to be a significant category for metal packaging manufacturers.

Between 2007 and 2012 metal aerosol cans in sun care in the U.S. grew at a CAGR of 10%. Application and dosing are increasingly important in sun care and therefore closures that improve delivery have real perceived advantages over more basic formats. Thus, metal aerosol cans with aerosol sprays are playing an important role in sun care packaging in the U.S.

Pumps Popular in China

Over the review period, sustained growth in sun care in China was largely driven by the strong performances of the leading players as well as female consumers’ continuous pursuit of a youthful appearance through all-round anti-aging effects. Many players have invested significantly in product R&D, highlighting the fact that they have added anti-aging and whitening properties to sun care products to meet demand from women.

In order to achieve optimum protection for their skin, more consumers have become used to using sun care products on a daily basis, which has stimulated the rapid growth of this category.

In terms of packaging for sun protection in China, HDPE bottles lead the way, accounting for a unit volume share of 49% in 2012. This is the most traditional pack format for this product. However, as long as sun care remains an essential part of the daily beauty routine of women in China, demand for convenience in terms of product usage will remain key.

Manufacturers are continuously researching and developing product and pack types that combine functionality and ease of use to attract on-the-go consumers. Convenience can be expressed through the use of more convenient closures, such as lotion or spray pumps on HDPE bottles in sun care, which posted CAGRs of 13% and 12%, respectively, over 2007-2012.

In addition, Chinese consumers are tending to turn to smaller sizes as a way to experiment with new sun care products and later select their favourite ones. This trend is emphasized by the fact that smaller-sized products carry lower price points, although unit prices are frequently higher.

On the other hand, with well-known and recognizable brands, manufacturers often introduce upgraded and value-added pack sizes at the same price to maintain consumer loyalty.

Differing Sun Care Consumption Patterns

In the U.S., sun care packaging is expected to post a more moderate CAGR of 2% over the forecast period. Sun care and its packaging face challenges from premium skin care as many of these products also provide UVA and UVB protection in addition to traditional skin care ingredients. However, investment in convenient and appealing packaging, for example, metal aerosol cans, could boost the usage of sun care on its own.

In China, sun care packaging is anticipating a dynamic performance over 2012-2016. Total sun care packaging is expected to post a CAGR of 10% over this period. Rapid development of the retail channel and anti-aging properties in sun care, supported by advertisements, are expected to attract a wider audience to the category and sustain growth of sun care and its packaging in the future.

ABOUT THE AUTHOR: Regina Maiseviciute is a Packaging Industry Analyst for Eastern and Central Europe at Euromonitor International. She joined the company in October 2006.
In her current position, she monitors key industry trends and issues within the packaging industry on a year-round basis and is responsible for market analysis, highlighting key trends and developments, which provide detailed insight into corporate activity and the state of the packaging industry.
Before joining Euromonitor International, Maiseviciute held key roles in the public opinion and market research company for more than five years Regina has a Master degree in Sociology from Vilnius University.

For more about sun care packaging, see Beauty Packaging's April/May 2013 feature article, Here Comes the Sun.

And - the Online Exclusive, Getting Tan with the Kardashians, features the celeb sisters' colorful packaging in vibrant hues.