Sunless Tanner Sales "Pale" in Comparison to 2006
With warm weather finally here everyone is looking for a summer glow. But according to new research from Mintel, sunless tanner sales have actually fallen since 2006. In 2007, the sunless tanning market netted just $181 million, down 5% ($10 million) from 2006, when a stream of new products were introduced to the market.
Kat Fay, senior analyst at Mintel, stated that one possible explanation for the decline in sales is that “consumers rushed to the market to try new products but backed off after the initial trial. It appears that people weren’t fully satisfied with the effects of sunless tanners.”
According to Mintel, the desire for a “natural-looking” tan is not the only reason people have begun to shy away from sunless tanners. The main complaint of Mintel’s survey respondents who have stopped using sunless tanners is that they are too hard to apply (42%). Additionally, many people (33% of Mintel’s respondents) say they’ve stopped using the products because the results appear too artificial.
The greatest motivation for using sunless tanning products is time. According to Mintel, 61% of consumers look for a product that works quickly and reliably. Many consumers also use sunless tanning products to decrease the risk of damaging sun exposure (39%). Sixteen percent of Mintel’s survey respondents use sunless tanners on a regular basis in place of moisturizer.
“Consumers are looking for a product that offers both tanning and skincare benefits without requiring too much effort, so anything that promises to enhance this experience would attract new users,” comments Kat Fay.