The self-tanning market in the UK maintains strong growth, according to global research firm NPD Group, with sales of sunless tanning products reaching £3.5 million in the first half of 2015, an increase of 9.2 per cent on the same period in 2014.
The market has been buoyed by the launch of innovative products from A-brands such as Australian Gold and Urban Tan. Meanwhile, retailers such as Tesco, M&S and Boots are now also offering innovative own-label lines of self-tanning lotions, gels, mousse and oils to meet this rising consumer demand.
Speaking on its findings, June Jensen, UK director of beauty for NPD Group, explained, “Self-tanning continues to remain a vital component of the skincare market. Customers want a golden glow without taking adverse risks in the sun. Sunless tanning products are a great alternative and now come in a range of formulations to suit individual needs.”
The competitive self-tanning category is no longer dominated by one method of application. The traditional fake-tan lotion has been joined by a range of creams, gels, mousse and oils. This innovation, in response to customer demand, is fuelling further growth in the sector.
While lotions and mousse have both reported a decline in sales, dropping 16 per cent in the year to date January to June 2015, lotions remain the most popular category, accounting for 23 per cent of the market reporting sales of £793,548.
A relatively new innovation in the market, self-tanning oils have shown incredible growth. Sales of self-tanning oils were valued at £16,829 in the first half of 2014, but in the same period in 2015, reported sales were £478,070 – an increase of over 2,000 per cent. This now accounts for 14 per cent of the market.
“The growth in self-tanning oils demonstrates the customer desire for new innovations in this competitive sector. In addition to the new product launches this year, people are also demanding new products that give the most natural glow.”
Online sales of self-tanning products continue to grow steadily, accounting for 12 per cent of the total market in the period from January to June 1015, compared to the same time in 2014.
A spokesperson for British supermarket Tesco told ESM, "Tesco's own-label self-tan range is Soleil, including Soleil Beauty Bronzing Mousse, Soleil Beauty Tinted Bronzing Lotion in Light to Medium or Medium to Dark, and Soleil Beauty Instant Bronzing Lotion in Medium."
Soleil Beauty Bronzing Mousse is a light and easy-to-use bronzing mousse, providing an "instant hint of colour and develops into a deeper tan within two to four hours of application", said the spokesperson. For something more subtle, Soleil Beauty Tinted Bronzing Lotion is tinted for an instant glow, developing within two to four hours into a golden tan. Meanwhile, Soleil Beauty Instant Bronzing Lotion is a wash-off bronzing lotion that can wash off almost as quickly as it was applied.
A spokesperson for retailer Boots told ESM, "The Boots own-label range, No. 7, includes instant and gradual tans." The range includes items such as No. 7 Stay Perfect Instant Tan Lotion in Light/Medium or Medium/Dark.
"M&S has its own range of self-tanning products," a spokesperson for the upmarket retailer told ESM. "The new self-tan range from M&S Autograph is a variety of lotions, mousses, sprays, gels and a luxurious oil. This 12-piece range is divided into three categories: self-tan, instant and gradual." The formulations work directly with the skin’s amino acids to give a natural-looking result.
New product innovation continues to "ensure the value and importance" of the self-tanning category, particularly in the middle of the year, said Jensen.
© 2015 European Supermarket Magazine – your source for the latest retail news. To subscribe to ESM: The European Supermarket Magazine, click here.
