Sun care in Belarus recorded a positive performance in 2018 due to an improving economy, a stable exchange rate and, as a result, increasing outbound tourism. Belarusian consumers are aware of the dangers of sunburn and the benefits of using sun care.
Local consumers purchase sun care products mainly prior to going on holiday. Despite a fairly hot summer in 2018, sun care did not witness active volume sales.
Despite growing consumer awareness and further popularity of the internet, local consumers continued to pay little attention to sun care’s ingredients. The main determinant of consumer choice remained the effect, which is how a particular sun care product protects the skin from the sun’s rays and helps to avoid sunburn.
Leading companies strengthened their value share due to their wide assortment and availability in key retail channels such as supermarkets, hypermarkets and drugstores. L’Oréal Groupe, with Garnier Ambre Solaire, retained its leading position due to brand recognition and consumer trust.
Despite an improving economic situation, local consumers remained price sensitive and paid greater attention to discounts and promotions. As a result, retailers frequently offered various discounts.
Sun care witnessed several new product developments that were influenced by consumer trends. Economising and convenience led to the greater presence of soft plastic, gable-top sun care packs, which were less expensive and convenient to take on holiday.
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This industry report originates from Passport, our Beauty and Personal Care market research database.