the number of bottles of fake tan sold in 2014 fell by nearly a quarter from last year .
the number of bottles of fake tan sold in 2014 fell by nearly a quarter -lrb- 24.1 per cent -rrb- from the year before , bringing the value of sales down by 19.3 per cent to £ 14.5 million .
georgia percy , of retail analysts kantar worldpanel , said it suggests women are ` tending towards a more natural look ' .