Impulse purchases brighten suncare's peak selling periods

Drug Store News, Oct 10, 1994

Impulse shoppers hold the key to big sales gains in the suncare category. While year-round category purchases are growing steadily, dramatic volume increases result from extra merchandising efforts at times when shoppers are most susceptible to impulse purchases. It is estimated that nearly 70% of all suncare sales are unplanned by the consumer.

Key selling periods, usually during major summer holiday weekends, offer exceptional opportunities to build business and allow drug stores to maintain their market share leadership in the face of stiff competition from other trade classes.

Secondary displays are an especially effective technique for capturing impulse sales. Secondary displays can be moved to high-traffic locations, usually near the front-end, about a week before a major holiday weekend, such as Memorial Day. Prominent secondary displays can keep bringing incremental sales well after the July 4th weekend.

Developing successful suncare section planograms is a challenge. The plethora of brands and Sun Protection Factor (SPF) ratings can create shopper confusion. Many retailers find that grouping products by brand clarifies assortments, produces more inviting visual displays, and yields increased multiple purchases.

Pharmacies also can provide valuable merchandising support to the category. Recommendations from pharmacists, especially when related to prescribing medications, boost sales. Promotional flyers located in the pharmacy also have proven effective.

Overall category dollar sales, estimated at $390.5 million, climbed an impressive 14% in 1993, according to IRI reports. Drug stores capture about 45% of total U.S. market sales, followed by mass merchandisers and food stores.

The overwhelming majority, about 90%, of suncare product pruchases are made by women, although product usage is evenly split between men and women. There are four major segments: sun protection (59%), self-tanning (13%), tanning (21%) and aftersun (7%). Several niches fall into most segments. Much of the category growth in recent years has been driven by the success of new niches in the sun protection segment. For example, the expanding children's niche has been complemented by targeting slightly older kids.

Hawaiian Tropic's Just for Kids in 45 and 30 SPFs match up to their Baby Faces products designed for toddlers. This combination represents the most highly protective children's line in the suncare business. And the delicate skin of children need protection more than any other consumer group.

Another protection niche with solid sales addresses the needs of active, sportminded consumers. Hawaiian Tropic Sport Sunblocks offer quick-drying formulas that don't affect grip or run into eyes. Once again, Hawaiian Tropic provides the highest protective level in a specific niche, in this case, Sport. For ease in planogramming, Hawaiian Tropic Sport and Just for Kids products are conveniently packed in vacuum form trays holding six individual bottles per tray.

Consumers everywhere are aware of the potential harmful effects of UV light, but that doesn't mean their only option is staying pale. Hawaiian Tropic offers a line of self- tanning products that deliver a deep, dark tanned appearance.

The natural tanning products, representing over 21% of dollar sales, are also an important part of a viable mix of products. In-sun tanners tend to be younger, multiple purchasers.

The balance of each important segment is key to meeting consumer expectations. A quality brand leader, Hawaiian Tropic presents the ideal assortment. Represented fully in each growing niche and solidly entrenched in each established segment, Hawaiian Tropic matches customer needs and desires.

Through the new "Be Sun Smart" campaign, the public will be informed of Hawaiian Tropic's formulas and benefits. The comprehensive print and raido campaign stresses consumer education.