Sun Protection Products Market

The growth of the global sun protection products market is driven by the increasing awareness of the harmful effects of UV rays and product developments and innovative promotional strategies. However, the harmful side effects of chemicals in sun protection products is hampering market growth. The rising demand for natural and organic sun protection products offers market players lucrative opportunities for growth.

UV radiation is one of the components of solar radiation. There are three types of UV rays—UVA, UVB, and UVC rays. UVA rays penetrate the skin leading skin cells to age and damage their DNA. These rays are also linked to long-term skin damage issues such as wrinkles and dark spots and play a major role in the development of skin cancer. UVB rays are stronger in intensity as compared to the other rays; they directly damage the DNA of cells in the dermal layer and are the main cause of sunburn and skin tanning. UVC rays are progressively filtered by the ozone layer as sunlight passes through the atmosphere and, thus, do not reach the earth’s surface.

Overexposure to UV radiation can lead to inflammation of the cornea and the conjunctiva and cause or accelerate cataract development. UV radiation can reduce the effectiveness of the human immune system. Thus, sun exposure could enhance the risk of infection and could limit the efficacy of immunization against disease. Both issues act against the health of vulnerable groups, especially children. Moreover, as many developing countries are located close to the equator, exposure to very high levels of UV radiation has led consumers in such nations to become more aware about the harmful effects of UV rays particularly on the skin.

Sun protection products work as a shield for the skin, creating a layer on the skin which reflects these rays from the surface of the skin and restricting them from penetrating; these are known as physical or inorganic filters. Organic filters absorb harmful UV radiation and convert and release this energy back as infrared, basically known as absorbers or chemical sunscreens. Programs to raise awareness about sun protection and achieve changes in lifestyle are being conducted to address the rising incidences of skin cancer across the globe. For instance, in 1988, Cancer Council Victoria and the Victorian Health Promotion Foundation of Australia jointly funded the SunSmart program. The program raises awareness regarding the use of sun protection products for the prevention of skin cancer. The health campaign delivers the message of ‘Slip on a shirt, Slop on the 50+ sunscreen, Slap on a hat, Seek shade or shelter, Slide on glasses to block out sun’. Similarly, the British Association of Dermatologists (BAD) is currently conducting a national campaign regarding skin cancer called Sun Awareness; the campaign teaches people about the dangers of sunburn and excessive tanning and discourages people from using sunbeds in light of the associated risks of skin cancer. According to the Centers for Disease Control and Prevention, US, seven US states passed legislation for sunscreen use in schools in 2017. In 2014, L’Oréal S.A. launched a new campaign “It’s THAT Worth It to Me” with Melanoma Research Alliance, a non-profit funder of melanoma research, to raise awareness of the dangers related to sun damage and promote the use of sun protection products through social media.

According to the American Cancer Society, more than 5 million skin cancer cases are diagnosed annually and the estimated number of new cases of melanoma of the skin in 2019 in the US is 96,480. According to the World Health Organization, melanoma of the skin accounted for 7.2% of all cancer cases in Australia, with 14,260 new cases in 2018.

Thus, increasing awareness about the harmful effects of UV rays is motivating consumers to opt for sun protection products.

Sunscreen has become a mandatory product for skin protection across the globe. However, the demand for natural and organic skincare products is increasing, especially in Europe and North America, opening up avenues for manufacturers to develop products with natural and organic ingredients. Natural chemicals such as polyphenols (curcumin and tannins), anthocyanidins, carotenoids, volatile oils from vegetables and fruits, medicinal plant parts (leaves, fruits, flowers, and berries) such as aloe vera juice, algae, and lichens are more effective than synthetic chemicals due to their long-term beneficial effects especially against UV rays and free radicals which cause skin damage. These ingredients offer strong antioxidant and moisturizing and cooling effects on the skin, making them ideal ingredients for various skincare and personal care products. Frequent reapplication of organic sun protection products helps mitigate the damage caused by UV radiation and avoid chronic conditions such as cancer. Hence, these natural chemicals can be used in sunscreen products. The rising demand for clean label products, increasing consumer awareness of health and wellness, and growing consumer interest in natural and organic products are expected to offer lucrative opportunities to the players active in the global sun protection products market.

Sunscreen is a skincare product to be applied in a thick layer on the surface of the skin; it is also advisable to reapply sunscreen frequently. The ingredients in sunscreens are supposed to be safe for the skin and not cause any type of irritation or skin allergies as they are supposed to protect the skin from powerful UV radiation. However, these ingredients are often a cause for concern regarding their effects on human health and the environment as they are absorbed into the skin and are found in bodily fluids. The oxybenzone, octinoxate, homosalate, and titanium dioxide in sunscreen can be harmful to humans. These chemicals have been linked to hormone disruption, endocrine disruption, organ system toxicity, and contact allergies. According to the CDC, 97% of Americans have oxybenzone in their body; this makes them more prone to allergies and also helps other chemicals in penetrating the skin. These chemicals are also considered harmful to aquatic life. In May 2018, Hawaii passed a bill that prohibited the sale of sunscreens comprising chemicals contributing to the destruction of the state's coral reefs and other ocean life.

Hence, the presence of harmful chemicals in sunscreens is expected to hamper the growth of the global sun protection products market.

Product differentiation is a marketing policy that includes making distinct changes in products offered to consumers to make them stand out from others in the market. Companies are offering products with various advantages and convenience, as well as better quality. However, there is an extremely low scope for product differentiation among the biggest brands in the market as these companies offer similar formulations and packaging of products in the same price range. Manufacturers have responded to consumer needs by tapping into a variety of segments; they have focused on high protection, including SPF 100+. Furthermore, innovation in products is expected through the use of new ingredients, technology, and environmentally friendly ingredients and materials. However, currently, the major brands are offering products with similar quality and in the same price range, leading to a low scope of product differentiation.