Sun Care in Austria

PROSPECTS

Sun care continues to see growth

Awareness of the importance of sun protection when spending time in the sun increased strongly in the review period, which had a positive impact on the performance of the category during 2018. The need for (and therefore the demand for) sun protection is expected to remain high over the forecast period, leading to current value growth in overall sun care.

Self-tanning remains a niche

Self-tanning is a niche within sun care. The interest in self-tanning is low in Austria, as it is not considered natural; consumers prefer to develop a natural tan.

More specialised products drive sales

Manufacturers of sun care products, both private label products and brands, launched new sun care products throughout 2018 in order to drive sales. As companies were seeking niches in sun care, sun protection became more specialised, with a wider range of products with different areas of focus.

COMPETITIVE LANDSCAPE

Beiersdorf is the clear leader in sun care

The international player Beiersdorf maintained its undisputed lead in sun care during 2018. The company offers an extensive range of sun care products in sun protection, self-tanning and after sun under its Nivea brand.

Private label increases in sun care

Private label has a strong position within sun care in Austria. The drugstore/parapharmacy dm offers an extensive range of sun care products under its private label line Sundance.

Consumers value convenient formats

There are a number of different application formats in sun protection, including sticks, sprays, gels and creams. However, as the application of sun protection is often considered a nuisance, and children often dislike the process of applying sun protection, manufacturers are likely to continue to seek more convenient application formats to attract consumers.

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