Sun Care in Colombia

PROSPECTS

Product innovation will drive performance

Colombian consumers are becoming increasingly aware of the dangers associated with excess exposure to the sun, and their interest in lighter water-based formulations and other product innovations drove value growth in sun care during 2018. Consumers’ growing demand for multipurpose products extends to this category.

Self-tanning and aftersun are set to see marginal growth

Since most aftersun products only treat the symptoms of sunburn, many consumers question their usefulness. Colombian consumers believe that a cold shower and regular body cream are sufficient to relieve sunburn, and the lack of product presence on store shelves reinforces the view that aftersun is unnecessary.

Drugstores and beauty specialist are set to take further share

Sun care is a highly competitive category, owing to the presence of numerous manufacturers. With players in the premium segment appealing to consumers through naturally-derived ingredients, mineral filters and plant extracts which claim to provide added benefits to nourish and soften the skin, drugstores and beauty specialist retailers are set to gain traction during the forecast period, as long a high level of service is provided.

COMPETITIVE LANDSCAPE

Laboratorios Recamier Ltda leads sun care sales

Laboratorios Recamier Ltda was the leading player in sun care in value terms in 2018. This can be attributed to its strong lead in sun protection, and baby and child-specific sun care.

Johnson & Johnson increases investment in Neutrogena

Johnson & Johnson is present in sun care with the well-known brand Sundown. As an already well-established brand, and with fierce competition, there are few opportunities to increase its share; however, the company has increasingly invested in the development and marketing of Neutrogena to increase its share in the high-end segment.

New premium brands add dynamism to the category

Premium brands are expected to continue being active innovators. La Roche-Posay and Vichy are among the premium pharma brands owned by L’Oréal Groupe.

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