Sun care returned to dynamic current value growth in 2021, with the resumption of offline traffic to stores and the lifting of suspension measures on travel. Both international and domestic sun care brands, for example Anessa and Cogi, reported encouraging growth in 2021.
Although premium sun care underperformed mass sun care in 2020, due to the emergence of many value for money domestic brands with a heavy online presence, consumers quickly regained their appetite for premium sun care brands post-COVID-19. Premium sun care brands weathered the near-term headwinds with the active expansion of their product mix and the successful launch of region-exclusive sun protection series, such as Anessa in association with Pokémon.
Retail disruption brought about by the pandemic awakened sun care brands to the importance of diversification of channel distribution, and the category is undergoing channel restructuring and bringing out online and offline synergies with an omnichannel approach. E-commerce is still the growth engine for sun care, given the high online penetration of this category, and has been gaining share due to the strong sales performance of livestreaming.
With consumers’ enhanced awareness and understanding of sun protection, the category is seeing a growing shift towards more holistic sun care products. Consumers nowadays are seen to take skin care products or colour cosmetics as a benchmark when making a purchasing decision in sun care, with the desire to purchase multifunctional sun protection products.
Previously positioned as a category with strong seasonality, sun care is growing due to the subtle shift in consumers’ perception of photoageing in the context of frequent market education and social media marketing. Sun care in China can usher in opportunities with the increasingly weakened seasonality of the category, when travel and outdoor activities are no longer the only usage scenarios for sun protection, as urban daily protection will continue to gain popularity along with amplified awareness of photoageing.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sun Care industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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