Sun Care in Azerbaijan

2021 DEVELOPMENTS

Sun care returns to normal sales patterns as out-of-home activities and travel resume

Sales of sun care rebound after the sharp declines seen in 2020 due to the pandemic lockdowns resulting in people spending significantly less time outside. Additionally, extended global lockdowns and travel restrictions meant that consumers were not taking international holidays and thus this additional need for sun care was also decimated.

Conservative tastes mean basic and essential products remain the most popular

Sun protection is the dominant product in sun care in Azerbaijan, as the majority of consumers tend to be conservative when it comes to the use of products other than those which are essential. It is, however, to be noted that parents are willing to pay more for and indulge in more frequent usage of products for their children, thus sun protection is seen to be essential to protect children’s skin when they are outdoors.

Economic uncertainty continues, with Azerbaijan vulnerable to global fluctuations

Inclusive and regardless of this recovery, 2021 continued to see some pandemic-related restrictions and lingering economic uncertainty in Azerbaijan. For example, some challenges to international travel remained, thus holiday sales were more confined to domestic vacations.

PROSPECTS AND OPPORTUNITIES

Conservative tastes set to continue, so little innovation expected

The trend for conservative consumer tastes in the country looks set to continue over the forecast period. Therefore, sun protection will remain the dominant category and little innovation is expected.

Growing attention to self-hygiene and sun protection over the forecast period

The above point noted, consumer education in all possible areas of self-hygiene and protection is growing following the pandemic. Therefore, it might be expected that a part of this education will also benefit the sales of sun care, as consumers become more knowledgeable about the risks of sun exposure.

Nivea maintains its lead thanks to its wide array of products, strong reputation, and good price-to-quality ratio

Nivea Azerbaijan continues to dominate sun care due to its long-standing presence and solid reputation across numerous product areas amongst the majority of consumers. Extensive advertising from Nivea Azerbaijan has helped the undisputed sun care leader stay on top of the competitive landscape and, since women are the key consumers of sun care, advertising activities have primarily targeted women by focusing on the harmful effects of the sun, such as ageing and skin damage.