Sun Care in Austria

PRE-COVID-19 PERFORMANCE

Sun care continues to see growth, with convenience and lasting protection still key factors

Increased awareness of and education about the adverse effects of sun exposure are supporting growing demand for sun care products, especially high-quality sun care products. This awareness of the importance of sun protection when spending time in the sun is expected to continue to have a positive impact on the performance of the sun care category, and sun protection in particular.

Self-tanning still a niche and now also being affected by the trend towards natural products

Self-tanning remained a niche within sun care at the end of the review period. Interest in self-tanning products is low in Austria, as it is not considered a natural product, with consumers preferring to develop a natural tan.

Beiersdorf the clear leader in sun care, but private label has a strong position

The international player Beiersdorf maintained its undisputed lead in sun care in 2019. The company offers an extensive range of sun care products in sun protection, self-tanning and aftersun under its Nivea brand.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

There will be a fall in demand for adult sun care products in 2020 due to travel restrictions and people being confined to homes during the COVID-19 outbreak, with quarantine measures and limited holiday travel occasions adversely impacting demand for sun care products in the short term. However, demand for baby and child-specific sun care will continue to see positive value growth at constant 2019 prices in 2020, with parents not prepared to make savings on such an important product for their young offspring, who could still play outside in their gardens during lockdown.

Recovery and opportunities

Sun care sales will immediately recover in 2021, returning to positive value growth at constant 2019 prices, following the downturn in 2020. This mainly applies to adult sun care, and sun protection in particular, which drives the overall category performance as it is the dominant product.

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