Sun Care and E-commerce

RESPONSIBLE FUN IN THE SUN: Socially responsible sunscreen brands gaining traction, especially online

Socially responsible consumer brands are demonstrating more momentum in the market, including among millennials and younger demographics. The natural personal care market in the U.S., which includes many niche, health-forward brands, grew nearly 9% in 2017 versus the general personal care market, which grew 4%. Direct selling, including online, has helped propel this growth. 

As consumer trends and buying behaviors continue to evolve, manufacturers and retailers in the space need to better understand consumers across generations and what resonates with them. 


A paper from IRI and Kline examines the different market dynamics and the role of e-commerce in sun care, including benchmarks for select sun screen brands and the expected outlook for the industry.