Sun care continued to slow down in 2014 as Western Europe declined while North America remained stagnant. The addition of sun protection benefits to skin care and colour cosmetics products has been key to this. However, further penetration into new markets will help sun care sales to reach US$11.3 billion in 2019. In terms of top markets Brazil and China still lead growth but the Middle East and Africa and Southern Europe remain key for sun protection players.
Sun care, which reached sales of US$9.8 billion in 2014, remains one of BPC’s smallest categories accounting for just 2% of total BPC value. While value growth will continue to slow down by 2019, consumption growth will keep rising due to consumers trading down to cheaper options (such as private label) and retailers’ strong promotional offers.
Over half of sun care’s value sales is in the hands of four markets -Brazil, the US, China and South Korea. This creates a challenge for sun care brands as Brazil and China are expected to slow down, the US is expected to decline and South Korea will remain static over 2014-2019.
The rise of BB/CC creams as well as sun protection added as a key feature in facial moisturisers, anti-agers and make-up has pushed sun protection offerings to an occasion-specific product rather than a daily necessity. The blurring of the lines between skin care, colour cosmetics and sun care creates greater value products for consumers.
Despite going through economic and political turmoil, Southern Europe with the exception of Italy managed to return to growth in 2014, where it is expected to remain to 2019. In addition, MEA and Asia Pacific remain relatively less penetrated by sun care. Consumers’ desire for fairer skin in both regions creates opportunities for sun care especially for international brands with strong recognition.
Segmenting new product offering by gender, age and/or ethnicity creates an opportunity for sun care players to diversify their portfolios and to add value by customising innovation to certain consumer groups. Segmentation by occasion is also rising, egbeach vs sport vs skiing. Taking inspiration from skin care and adding further breakdown by skin types, sensitivity, etccan also lead to higher perceived value products.
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