Sun care was one of the hardest hit categories in beauty and personal care in 2020, due to COVID-19-related restrictions. In addition to consumers spending less time outdoors due to lockdowns and social distancing measures, alongside ongoing cautious behaviour, the travel and tourism industry was also significantly restricted.
The only sub-category which saw negligible positive growth in 2020 was baby and child-specific sun care. This is because parents still felt the responsibility to protect their children’s sensitive skin from sun exposure, no matter how minimal.
Beiersdorf NV SA maintained its strong lead in sun care in 2020, with L'Oréal Belgilux SA holding second place. Beyond these two leading players, the remainder of the category is highly fragmented.
It is expected that sun care will recover in line with a return to pre-pandemic lifestyles, including the recovery of the travel and tourism industry, alongside the lifting of social distancing and people spending more time out and about. An uptick in domestic travel is expected too, which will also help the category to recover to a degree (albeit less so than with international travel).
In order to stimulate sales in 2020, both online and offline retailers offered significant discounts. As such, price-sensitive consumers have become used to being able to access sun care products at lower price tags and will thus continue to demand value for money.
Over the longer-term forecast period, it is expected that sun care will face competition from multi-benefit products in skin care. As noted in other beauty and personal care categories, there is consumer trend towards products which offer value for money and convenience through offering multiple functionalities.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sun Care research and analysis database.
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