Sun protection factors (SPF's) over 30 are driving sales in the $500 million plus sunscreen category. However, if pending Food and Drug Administration (FDA) regulations are finally passed, supermarkets could see their top selling sunscreen stockkeeping units pulled from shelves. Causing much controversy is a proposed FDA regulation that would limit sun protection factor values on a sunscreen label to 30, creating a new 30+ category. This could mean fewer SKU's in a category retailers attest ...

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