Sun care packaging: Differences between West and East

As today’s consumers are becoming increasingly aware of the need to use sun care products that offer protection from both UVA and UVB rays, now is a good time to consider sun care, and its packaging. The packaging of sun care products 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.

US Aerosol Can Preference

Consumption of various FMCG products and the use of assorted packaging formats differ in regions and countries across the globe, with sun care being no exception.

* Move towards sun care in aerosol cans in the US

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 ageing and skin cancer. Vastly greater consumer awareness of sun protection and the direct link between UVA exposure and incidences of skin cancer have been key drivers 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 US, 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 US 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 US.

* Differing sun care consumption patterns

In the US, 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.

China Opts for Pumps

In this second part of the series, Asia Pacific is under review and China in particular, which shows some quite different sun care packaging consumption patterns to the US.

* Pumps prove popular in China

Over recent years, sustained growth in sun care in China has been largely driven by the strong performances of the leading players as well as female consumers’ contRacing Archives