Sun Care in Croatia

PROSPECTS

Another great summer

2017 was the third consecutive year with a very warm summer and extraordinary results in tourism, with increased number of visits. This affected the growth of sun care the most; indeed, domestic consumption does not change much and thus does not influence shifts in sales.

Half of all Croatians still do not use sun care products

Croatians show a different behavioural pattern when it comes to sun protection. According to independent surveys, as many as half of all surveyed people never use any sun care products.

Mass products and mid-SPF rule

When in doubt, Croatians always opt for the “golden middle”. This means that they will avoid extremes such as extra cheap or extra expensive products, look around at what other people are buying and typically opt for this.

COMPETITIVE LANDSCAPE

Leader Beiersdorf the most diligent innovator

The traditional leader in sun care, Beiersdorf doo, offers new product development almost every year, even though it enjoys a comfortable lead. In 2017, the company introduced Nivea Sun Protect & Moisture in sun protection, with a new formula to protect the skin against solar radiation with a balanced system of UVA and UVB filters plus a sun protection factor.

Domestic players not resting

In a category primarily reserved for multinationals, it is rare to see a local player appear and launch new products. Sun care products demand a high level of expertise, testing as well as significant research and development costs; this discourages Croatian companies that do not generate enough turnover to support laboratories for research.

Unusual formats grab attention

Apart from locally-sourced sun protection products that feature olive oil, there are also some interesting concepts in self-tanning, such as jams and marmalades. Modern lifestyles have shortened the amount of leisure and holiday time of working populations, and this is particularly true for Croatians.

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