Sun Care in Bulgaria

PRE-COVID-19 PERFORMANCE

Dermocosmetics brands appeal to consumers seeking sun care with skin health benefits in 2019

Premiumisation contributed to strong current value growth in sun care in 2019, with premium products gaining share across all product areas as consumers sought high quality and skin-friendly formulations. Dermocosmetics brands notably gained share, benefiting from a widening presence in beauty specialist retailers and drugstores/parapharmacies and consumer trust in the products offered via these channels.

Year-round sun protection increasingly sought by consumers in 2019

Sun care continued to benefit from rising consumer awareness of the skin health benefits offered by year-round sun protection in 2019. Drugstores/parapharmacies and e-commerce retailers also continued to stimulate consumer interest in sun care via frequent discounts, seasonal sales and in-store promotion.

Despite premiumisation, leading mass brands and private label remain successful in 2019

While premium brands performed well in 2019, multinational mass brands continued to drive sales in overall sun care, with Beiersdorf’s Nivea Sun and L'Oréal’s L'Oréal Paris Solar Expertise and Garnier Ambre Solaire being the three leading brands in the year and together accounting for around a quarter of value sales. Beiersdorf and L’Oréal both saw a good performance in 2019 thanks to their well-established presence in drugstores/parapharmacies and modern grocery retailers.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 17% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

All sun care products are likely to suffer due to the impact of COVID-19, with volume and value at constant 2019 prices both in decline into 2020. Baby and child-specific sun care is expected to prove most resilient, with many parents viewing sun protection as a necessity in protecting their children’s health when outdoors.

Recovery and opportunities

Sun care is expected to return to growth from 2021, as consumers begin to spend more time away from home, with retail volume sales almost regaining 2019 levels by the end of the forecast period. Consumers are generally aware of the need for sun care and healthy skin and will continue to shift towards products that not only offer efficacy but also skin care benefits.

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