Steve Katz04.07.10
Sun Care: HDPE Packaging Sizzles
Euromonitor’s Dr. Benjamin Punchard reveals good and bad news about global packaging trends for sun care.
Written by: Dr. Benjamin Punchard, head of Global Packaging Research, Euromonitor International
Author bio: Dr. Benjamin Punchard is head of Global Packaging Research at Euromonitor International. In this role, he is responsible for leading a global research team delivering high quality research on the packaging industry shaped to meet the demands of a wide client base
Sun care has provided the greatest packaging unit volume growth of any personal care category (albeit from a small base) as consumers learn that having tanned skin is not as healthy as it has previously appeared. Alongside the general growth in packaging units, we see a move to more premium pack types as consumers look to invest in their skins' future even in times of economic slowdown. With application and re-application being important for efficacy, functional closures (spray and pumps), which provide convenient dosing and/or apply the product evenly, are performing well. It's not just sun protection that is experiencing unit volume growth—self-tanning is also getting a boost from consumers who want the look without the burn.
With the category (especially sun protection and after-sun) being dominated by HDPE bottles and squeezable plastic jars, brand owners are looking to differentiate through pack color and shape but, increasingly, also through the use of folding cartons as a secondary pack type.
It's not all good news though. For example, the UK, having the fourth highest per capita consumption of sun care, is reaching capacity and with the recession meaning people are taking fewer holidays abroad, unit volumes of sun care are forecast to fall. Packaging unit volume will not, however, fall as fast as product volume as a move to smaller sizes will mitigate the effect of this decline. Size limits for liquids in carry-on luggage are one of the drivers for a reduction in pack size, on-the-go use, a second.
Conversely, China, with one of the lowest per capita consumptions combined with a high population, is expected to lead packaging unit growth in the forecast period.
Following are some particulars based on Euromonitor’s global research:
• HDPE bottles are the most popular packaging type for sun protection, and accounted for 277 million units worldwide in 2008.
• Squeezable plastic tubes, the second most popular pack type, are taking share, and reached 192 million units in the same year.
• 200ml is the most common pack size with 25% of the sun care market.
• The most popular sun protection pack size in China is 50ml. Smaller sizes in Asia/Pacific countries reflect use of single serve/smaller portion packs.
• European retailers are increasingly offering sizes of 100ml or below, partly in response to limitations on flight hand luggage. However 150-200ml still represents the main “family” size.
• Spain is the third most popular tourist destination with over 57 million visitors in 2008 massively expanding the customer base for sun care in this country.
• Plastic dispensing closures can be used on plastic bottles and squeezable tubes, allowing convenient dosing of product, and for these reasons are the most common closure type for sun care.
• Pumps and sprays represent a small but growing closure type for high-end products where the packaging needs to denote quality.