Every category in sun care but self-tanning was decimated by the impact of COVID-19 in 2020 due to self-imposed quarantine measures and limited holiday travel, both domestically and abroad. This is because lockdown measures in other countries dramatically reduced the number of holiday makers to Belarus as well as outward travel, while fears of virus transmission discouraged domestic travel.
Sun care remained a small category in 2020 in current value sales. Most local consumers tended to limit their purchases of sun care products prior to going on holiday during the review period.
Leading multinationals strengthened their value share due to their wide assortment and availability in key retail channels such as supermarkets, hypermarkets and drugstores/parapharmacies in 2020. L’Oréal Groupe, with its Garnier Ambre Solaire brand, retained its leading position thanks to high brand recognition and consumer trust.
The sun care category is expected to recover in 2021, when value sales growth at constant 2020 prices are expected to rebound strongly, with growth once more returning to positive territory. However, many tourists will remain wary of COVID-19 in the short term and inbound tourism is likely to lag.
As sun care demand dropped in 2020 the leading players, such as L’Oréal and Beiersdorf AG, offered significant price discounts. Such price discounts is likely to continue during the forecast period as long as consumers remain price sensitive and economise their purchases.
Consumers’ awareness of the negative effect of sun exposure will continue to grow in the forecast period. This growing awareness is likely to encourage Belarusian women to include sun care products into their daily skin care product routines.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.See All of Our Definitions
This report originates from Passport, our Sun Care research and analysis database.
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