NIQ Perspective: How BEMT Could Transform Sunscreen Growth and Daily Use: FMCG Product Choice
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Discover how BEMT could reshape sunscreen adoption, innovation, and growth by improving wearability across more consumer groups.
With household penetration below 50% and category disruption building, brands and retailers need a clear strategy now.
Why it matters
BEMT may be helping brands turn sunscreen into a more habitual, everyday product rather than just a seasonal purchase
Sunscreen growth
is increasingly driven by more buyers and more purchase occasions, creating opportunity for daily-use adoption.
BEMT may help brands
reach underdeveloped Black households by reducing visible residue and improving everyday wearability.
Innovation gaps and rising challenger brands
create whitespace for differentiated products, premiumization, and stronger category growth.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“BEMT arrives at a time when sunscreen players have an opportunity to take a bigger role in everyday beauty and care. With household penetration still below 50% and skin cancer prevention remaining a major public-health priority, the opportunity is to make sunscreen easier to adopt, more enjoyable to use, and more relevant to modern routines centered on wellness, healthy aging, and living longer, better. BEMT creates a new platform for better wearability, premiumization, and daily use. It also opens an inclusion opportunity, as lower-residue formulas could recruit underdeveloped consumers and expand participation. And because global and K-beauty brands already have experience with BEMT outside the U.S., disruption could build quickly as the market opens.”
–Fernando Castelazo
ACD, Beauty Vertical, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
