The Great British fake off

Published: 28-Aug-2014

UK tanning market loses half a million consumers as appeal of dark hues fades

Over half a million UK consumers have abandoned the fake tan market over the past 12 months, as the popularity of dark and orange-hued tans has worn off, says new research by Kantar Worldpanel.

Some 550,000 fewer people in the UK bought a tanning product or had a professional tanning treatment in the year to 22 June 2014, which the research company claims is due to the fading appeal of the TOWIE effect - the dark fake tan look popularised by stars of The Only Way is Essex.

“Overall sales of fake tan have decreased over the past year as women opt for a more subtle and natural look,” says Maya Zawislak, analyst at Kantar Worldpanel. “Programmes such as TOWIE and Geordie Shore – which helped popularise big hair and dark tans – have had less of an impact on tan users this year.  More women are favouring a subtle sun-kissed look, particularly ahead of their summer holidays, rather than the dark hues sported by reality show stars.”

Within this shift Kantar Worldpanel has also seen sales of gradual tans grow some 8.9% in the past year, as they allow the user to better control depth of colour. The data also reveals that only 21% of people who apply fake tan ‘keep up with trends’ compared with 43% last year. “It’s clear that being ‘tangoed’ is no longer in fashion – women now want a more sophisticated natural-looking tan,” says Zawislak.

Bucking the trend, however, is the over-45 age group: more than half of women (51%) over 45 now use fake tan products, mainly to get the appearance of youthful skin. 53% of women choose to apply tan in a bid to ‘look younger’ compared with 45% last year.

“The rise of the grey pound is particularly important within the beauty market,” notes Zawislak. “Older women tend to have more disposable income and are choosing to spend it on taking care of their appearance more than ever before – the average over 45 year old shopper spends £36.45 on skincare each year compared with £22.61 for under 45s. Older consumers are increasingly turning to fake tans, not to follow trends or emulate their favourite celebrities, but to look younger and feel healthier with a subtle sun-kissed glow.”

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