Sun Care in Austria

PROSPECTS

Consumers opt for various sun care formats

The growing health trend continues to influence consumer wellbeing awareness in Austria. With global climate changes and increasing health awareness, many consumers in Austria are opting to protect their skin from prolonged exposure to the sun, especially during the summer.

Interplay between sun care and skin care as consumers search for added value

In addition to various formats of aftersun and sun protection, consumers in Austria are also opting for various types of sun care products offering added value. This has led to a great deal of interplay between sun care products and various skin care products.

Growing desire for tanned skin and increasing demand for SPF 50+

While the majority of Austrians continue to focus on tanning naturally during the summer and are thus opting to avoid self-tanning products or solariums, growing concerns about the potentially negative effects of prolonged exposure to the sun have led to growing demand for higher SPF products. This is especially true when it comes to children and facial products, with consumers insisting on SPF 50+.

COMPETITIVE LANDSCAPE

Beiersdorf dominates sun care through innovation and strong advertising

Beiersdorf led sun care sales in sun care in Austria in 2017, profiting from the strong popularity and availability of its Nivea Sun and Nivea brands, which are available via the vast majority of health and beauty specialist retailers, as well as grocery retailers like supermarkets and hypermarkets and discounters. The company also strongly focussed on providing affordable mass products and advertised them via conventional channels like TV, radio and the print media, as well as social media and brand websites.

Private label ranges remain competitive thanks to lower prices

Despite rather stable development, private label ranges continue to account for a significant share of value sales in sun care. This is mainly attributable to the constant efforts of private label producers to offer quality sun care products compared to branded products and at lower prices.

Consumers to increasingly opt for natural and eco-friendly sun care

While organic and environmentally friendly products in sun care remain less dynamic, they are mainly offered by domestic direct sellers like Ringana, some baby and child-specific products brands like Hipp, and foreign players like Eco cosmetics. Demand for these products is expected to increase over the forecast period.

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