Sun Care in Azerbaijan

PROSPECTS

Hot summer and increased tourist inflow support sun care in 2018

In 2018, sun care grew in Azerbaijan in both volume and current value terms, indicating an improved economic situation and growing consumer disposable incomes. Additionally, an increased tourist inflow to Azerbaijan as a result of state actions, including the hosting of international events and easier visa processing with certain countries, supported the increased consumption of sun care products during 2018.

Aftersun products record the fastest growth

Homemade moisturising, cooling and nourishing remedies were traditionally used for alleviating sun burn, such as plain yogurt and sour cream. With growing consumer awareness of the importance of protecting the skin, sun protection and aftersun products are increasingly used throughout the year.

Growth of modern grocery retailers

In 2018, sun care was distributed through health and beauty specialist retailers, including pharmacies and parapharmacies, as well as beauty specialist retailers and modern and traditional grocery retailers.

COMPETITIVE LANDSCAPE

Nivea Azerbaijan leads sun care

Nivea Azerbaijan remained the indisputable sun care leader in 2018, benefiting from its longstanding presence and high reputation due to extensive advertisement activities. Value for money products and the enhanced availability of Nivea products through traditional and modern grocery retailers, as well as healthcare and beauty specialist retailers, supports the high sales of the company.

Sun care is represented by international brands

Multinational companies led sun care in 2018. A lack of local manufacture in Azerbaijan is attributed to the fact that sun care products became a recent discovery for local consumers, who previously did not use any sun protection.

New sun care products with value-added benefits

During 2018, Livepo Beauty Cosmetics Co remained one of the most active players in Azerbaijan, introducing Ostrich Sunblock cream and Snail Sunblock cream through healthcare and beauty specialist retailers, such as chemists and parapharmacies. The manufacturer claims that these products not only protect the skin from UVA and UVB rays, but also cover blemishes and imperfections, and increase the laxity and elasticity of the skin.

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