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Sun care research

This article was originally published in The Rose Sheet

Executive Summary

Sunscreen marketers should target teens, minorities and parents of young children to generate "incremental market growth," Chicago-based market research firm Mintel Consumer Intelligence advises based on survey of 1,008 consumers conducted in February. Market has stabilized in part because approximately 25% of U.S. consumers still do not use sunscreen despite recognizing its benefits, study says. Although only 34% of participants ages 18-34 use sunscreen to decrease chances of skin cancer, that reason was most important factor for consumers 65 and older, according to Mintel. Among all consumers, 45% named skin cancer prevention as top reason for sunscreen use compared to 38% who identified protection as primary goal
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