Mintel, the market research firm, says sales of the product have slipped to $181 million this year--a 5% decline from 2006, when a stream of new products sent shoppers rushing for the drug store. The main reason? The products are hard to apply, according to 42% of consumers, and the results look too fake (33%.)
For those who do use the products, the biggest advantage continues to be time, with 61% saying the products work quickly and reliably. About 39% say they use sunless tanners to protect their skin from sun damage, and 16% say they use them in place of regular moisturizers.