Health concerns spur sales of sunless tanners: sales of self tanners will soar to $528 million by 2011.

* The market for sunless tanners has experienced sales growth of more than 400% during the past five years. According to a recent Mintel report, the category's sales for the year are estimated to reach $185 million. Due to their rapidly increasing popularity, the researcher forecasts that sales will soar to as much as $528 million by the year 2011. As Americans look for healthier ways to achieve a sun-kissed glow year-round, the market is positioned to boom.

According to Mintel's research, 37% of all respondents have used a sunless tanning product. Yet, of those who have used sunless products, a quarter says that they have used them only once. There is a key opportunity for the market to educate consumers about advances in product formulations, ease of application and the wide array of tanning results to boost market growth.

Americans remain deeply conflicted regarding tanning, due to numerous reports about the increased risk of skin cancer due to prolonged sun exposure, which presents a prime market opening for sunless tanners, which are also seen as a safe alternative to tanning beds.

New product innovation continues to be the driving force in this market and moisturizers are leading the pack in overall growth, showing two-year sales growth that has garnered just over 30% of the market share this year. More info: www.mintel.com.