Is our love affair with fake tan over?
FG_AUTHORS: Who Can Cut It?
According to research over half a million people in the UK have stopped buying fake tan or have not had a professional tanning treatment in the last 12 months.
This is a far cry from recent years when the market grew and grew resulting in thousands of new products and brands arriving on the shelves.
The study by market analyst Kantar Worldpanel founds that the fake tan market had declines by 2.3% over the last year, due largely to 550,000 fewer people in the UK buying the products.
It seems that even those who are still using fake tan are toning down the appearance with subtle and more natural looking tans growing in popularity by 8.9%
Maya Zawislak, analyst at Kantar Worldpanel, said: “Programmes such as Towie and Geordie Shore – which helped popularise dark tans – have had less of an impact on tan users this year. More women are favouring a subtle sun-kissed look.”
The figures back this up with just 21% of people who apply fake tan admitting they do it to “keep up with trends” compared to 43% last year.
Maybe surprising is the news that the over-45’s are bucking the trend, with 51% of of this age group now using fake tan products.
Zawislak, added: “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.”