Insights / Perspectives
Sun Care Packaging Trends
After enjoying double-digit value growth for the past several years, the North American sun care market experienced more moderate growth last year due to easing inflation and fewer price hikes. Innovation will continue to drive growth with Euromonitor noting, “Sun care is transforming from a traditional category dominated by established brands into a vibrant hub of innovation. With the introduction of novel product formats, emerging brands, and new ingredients, the rate of change has never been more rapid.” Sun care brands can capitalize on growing consumer awareness around skin health, demand for convenience, and rising eco-consciousness to succeed in today’s market.
Multi-Functionality
As consumers adopt more minimalist skin care routines, they seek multi-functional products that offer a range of benefits. This includes skincare products and color cosmetics with sun protection properties, hydrating formulations, and ingredients such as vitamin E and collagen. According to Euromonitor, “This rising demand for multifunctional products and competition from skin care and color cosmetics is softening the growth of sun protection products, especially facial products.” Multi-functional products provide convenience, value, and efficacy that attract today’s consumers. Convenient packaging formats, easy dispensing, and ergonomic forms can enhance the appeal of multi-functional products.
Clinical Efficacy
As consumers become more discerning and careful with their spending, product performance and efficacy are becoming paramount. People are educating themselves about technological advancements, ingredient benefits, product safety, and other related topics, and are looking for sun care solutions that are backed by clinical research and endorsed by dermatologists. Dermocosmetics are experiencing tremendous growth, with a focus on proven safety and efficacy. Dermotological and indie sun care brands are capturing sales and intensifying competition with mass brands. Clean and clinical brand design (including a minimalist aesthetic), prominent and substantiated efficacy claims, and professional certifications and endorsements can reinforce product performance.
Self-Tanning
The growing awareness of skin health issues related to sun exposure – such as skin cancer and premature aging – has led to the steady growth of self-tanning products over the past few years. A 2024 Euromonitor consumer beauty survey found that the purchase frequency of self-tanning products has risen by 10 percentage points over the past 2021-2024. Recovering disposable incomes are also contributing to its growth. According to GlobalData, the self-tan category is expected to post the fastest CAGR through 2029. Self-tanning products are also leveraging the multi-functionality and “skinification” trends, incorporating benefits such as hydration and anti-ageing.
Sustainability
Sustainability remains one of the most significant trends impacting the CPG industry, including sun care. According to Bain, approximately 80% of consumers report that they began “shopping sustainably” in the last five years. People are looking for natural ingredients, eco-friendly packaging, and reef-safe formulations. Sun care brands are also incorporating responsible sourcing practices and sustainable production and distribution processes. Berlin Packaging offers sustainable packaging solutions, including packs made from post-consumer recycled or ocean-bound plastic, as well as refill systems. We conduct lifecycle assessments (LCAs) that measure the environmental impact of different packaging options to help our customers select the most effective and impactful solution.
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The brands mentioned in this report are trademarks of their respective owners. Inclusion of these brands in this report is not meant to imply an association with or endorsement from the respective trademark owners.