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How large is the market for men's sunscreen?
Hello! Thanks for your question about the market for men's sunscreen. The short version is that we calculate that men have about a 30% share in a sunscreen market of $10 billion worldwide and $1.77 billion in North America, or $3 billion and $527 million respectively. We have also discovered details on the top selling brands and some new and innovative brands on the markets. Below you will find a deep dive of our findings.
METHODOLOGY
Since the request did not specify a particular region, we pulled results for both the global sun care market and the US. We first searched for information concerning the size of the market. Finding the overall size was easy, but a full breakdown by demographics (including gender) was not available publicly, so we had to triangulate the answer based on an AAD study of sunscreen use. The same articles which provided information about the market size and growth also provided information about its drivers. Finally, we found another report which gave the top brands along with the sales numbers for 2017, and one which highlighted some new brands on the market. While most of the new brands contained features more likely to interest women than men, we included them here in order to address all the points in your question.
MARKET DRIVERS
The primary driver of the growth of the sunscreen market is the increasing awareness of the dangers of excessive UV radiation exposure. Consumer demand for and the development of natural and organic products is a strong secondary driver. While the proliferation of cosmetics which contain sunscreen limits growth, this is obviously less of a factor for the male demographic.
MARKET SIZE AND GROWTH
In 2015, the worldwide sales for sunscreen, self-tanning, and aftersun products reached nearly $10.12 billion, with $1.77 billion in sales in North America. Despite the large volume of sales and rising awareness of the dangers of sun damage, sunscreen usage remains low, with only 42.6% of women and 18.1% of men regularly using sunscreen on their face. This allows us to calculate a ratio (18.1 / (42.6 + 18.1)) of 29.8% of the sunscreen market belonging to men, which amounts to about $3 billion of the global market and $527 million of the North American market in 2015.
Sales are currently growing at a CAGR of 6.4%. This growth is not even across all markets; in Brazil, for example, sales of sunscreen grew by 14% in 2015, and are expected to continue to grow at a CAGR of nearly 12% for three more years. In India, sales of men's grooming products in general, a category that includes sunscreen, are booming at a CAGR of 13% to 14%.
BRANDS WITH THE LARGEST MARKET SHARE
The most popular sunscreen brand name in the US is Coppertone, which is used by 22.82 million Americans. However, more consumers use private labels than any national brand, as shown in the following top tend brands according to their 2017 sales:
NEW BRANDS
While the FDA hasn't approved any new sunscreen ingredients since the 1990s, there is still some innovation in the market. Hint water, for example, has branched out from beverages to sunscreen sprays. ISDIN, based in Barcelona, entered the US market in 2016 with their Eryfotona Actinica Ultralight Emulsion SPF 50+, which "is intended to repair and reverse sun damage." Finally, Kiehl has released their new Ultra Facial Cream Sunscreen SPF 30, which both protects and "imparts 24-hour hydration" to the skin. The most interesting new product to us, however, was PREVAGE's City Smart, which provides both SPF 50 protection from the sun, but also provides "a patent-pending highly potent Anti-Pollution Complex featuring Idebenone."
While we judge that most of these new innovations will appeal to women more than men, we include them here for the sake of including the notable new brands of 2017.
CONCLUSION
To wrap it up, we calculate that men have about a 30% share in a sunscreen market of $10 billion worldwide and $1.77 billion in North America, or $3 billion and $527 million respectively, with a growing awareness of the harmful effects of UV exposure and a desire for natural and organic beauty products being the primary drivers of growth.
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