Despite it being the height of winter, high SPF remains a key consumer demand. A new report from NPD Group notes that the category of products containing SPF 30+ is growing at double the rate of those with lower than SPF 30.
An interest in sun safety is also pervading prestige products – those with a level of SPF present reached a $US1.4 billion spend by May 2016 – a figure that has jumped 7 per cent in the past two years.
NPD global beauty industry analyst Karen Grant says the results are a reflection of growing education on sun safety and the importance of SPF in daily beauty routines. “Sun care looks to be the next beauty growth area to emerge, as consumers move from a singular focus on correction to a broader focus on care. It’s one of the most important attributes that women look for in their beauty products. What is new is that we’ve seen high SPF’s growing.”
Grant believes this boom is the result of continuing interest in improving health and wellness: “From what they eat to what they put on their bodies, consumers are becoming more focused and well-versed in health and wellness. Consumers today are more proactive and less reactive when it comes to managing their wellbeing. This attitude also translates to the beauty consumer, whose emphasis today weighs less on fixing an issue, and more on preventing one from happening in the first place.”
