Long gone are the days when sun care meant getting as brown as possible. Consumers are increasingly aware of the link between UV exposure and skin cancer, and the top end of the market emphasizes protecting skin, rather than bronzing. The category has seen great technological improvements in the last several years, and looks set to push on and achieve further success.
Sun care was the most dynamic category in global cosmetics and toiletries in the 2003–2007 review period, according to Euromonitor International. Growth was partially exaggerated by its relatively low base (total sun care sales generated 2% of global value in 2007), but use of these products is becoming increasingly commonplace. This means that growth is anticipated to remain solid during the next five years, and the category will continue to outshine the rest of the market.