Popularity of dark tan fades in the UK

Over half a million people have stopped buying fake tan or have not had a professional tanning treatment over the past 12 months, according to research from market analyst Kantar Worldpanel.

The research revealed that the fake tan market declined by 2.3% over the last year, due to 550,000 fewer people in the UK buying a tanning product.

Of those consumers still buying fake tan, subtle and natural looking tans have growing in popularity with an increase of 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."

Research also showed that only 21% of people who apply fake tan "keep up with trends" compared to 43% last year.  

However, the over-45 age group is 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."