Sun Care in Bosnia-Herzegovina

PROSPECTS

Promotion helps sun care to grow

The summer of 2017 was one of the hottest and longest on record in Bosnia-Herzegovina. In this context, the fact that a current value decline was not seen in 2018 was a success in itself.

Aftersun is a category with potential

Aftersun saw by far the fastest current value growth in sun care in Bosnia-Herzegovina during 2018, and the highest CAGR during the review period. It is a relatively novel category which does not have a long tradition in the country.

Sun protection is affected by the economic environment

The largest category within sun care in Bosnia-Herzegovina is sun protection, but it saw a current value decline in 2018. The cool summer of 2018 negatively affected demand for sun protection, but other sun care categories increased nonetheless, driven by strong promotional support.

COMPETITIVE LANDSCAPE

Beiersdorf dominates sun care

Beiersdorf dominated sun care in Bosnia-Herzegovina in value terms in 2018, sitting comfortably at the top of the category. Beiersdorf is also one of pioneers in sun care in the country, which is an advantage that still serves it well.

Private label soars in sun care

dm-Drogerie Markt recorded the highest increase in value share in sun care in Bosnia-Herzegovina during 2018, as well as during the review period. dm-Drogerie Markt pioneered its Sun Dance private label line at the beginning of the review period, presenting consumers with a more affordable alternative to popular sun care brands.

A domestic player avoids head-on competition with the leaders

The only relevant domestic player in sun care in Bosnia-Herzegovina is Pharmamed, a company that primarily has a presence in consumer health. However, it has been able to establish its Solar Protect brand as a favourite amongst those seeking affordability.

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