Sun Care in Azerbaijan

PRE-COVID-19 PERFORMANCE

Sun care sees steady growth attributed to warm summer in 2019

Sun care is highly dependent on weather in Azerbaijan, and due to a warm summer season, sales of sun care continued to show steady growth in 2019. Demand is also rising as consumer awareness of the importance of sun protection and the risk of skin-ageing and skin cancer grows.

Growth of modern grocery retailers

In 2019, 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.

Nivea Azerbaijan continues to dominate sun care

Nivea Azerbaijan continued to dominate sun care in 2019 due to its long-standing presence and solid reputation across numerous categories amongst the majority of consumers. Extensive advertising from Nivea Azerbaijan has helped the undisputed sun care leader stay on top of the competitive landscape.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 16% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

All sun care products are likely to suffer due to the impact of COVID-19, with sales significantly declining in 2020. However, baby and child-specific sun care is likely to prove more stable, with many parents considering sun protection essential to protect their children’s skin when outdoors.

Recovery and opportunities

Sun care is expected to return to growth from 2021, as consumers begin to spend more time away from home and tourism flows are expected to begin their recovery. Tourism is likely to be a significant factor determining the scale of the recovery, and many experts anticipate that people are likely to feel more comfortable coexisting with the virus and will possibly choose less obvious and crowded places for their holidays.

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