Like some other fmcg categories, sun care is very seasonal, and sells most products during the three months in the summer. After a disastrous 2014, the climate was merciful to Croatia, and a string of warm and sunny summers was seen.
Croatia is a country that literally basks in the sun: some parts of the coast reach an impressive 2,700 hours of sunshine per annum. This makes even more peculiar the sun protection habits of the Croatian population.
Croatians have shown that they tend to go for the middle solution when given multiple choices. In sun care, this means that they mostly opt for mid-priced products, meaning mass, but not economy products.
Playing the mass card often works to the disadvantage of Beiersdorf, but in sun care, it has found the sweet spot in the middle of the market, which resonates the most with consumers. Apart from offering the most desirable ratio of value and price, the Nivea Sun brand seems to be the most active in terms of new launches, and Beiersdorf is the most diligent innovator and researcher.
High technology in sun care does not seem to scare off local players, as they take a different approach, with a more traditional approach. This saves them from having to invest big sums of money in laboratories and workforce.
With a lack of time for laying in the sun and a general aversion to exposure to the sun’s rays, self-tanning is gaining more and more followers. Croatians have a relatively small number of holiday days at their disposal; thus, they want to be prepared when the time comes to travel to the seaside.
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This industry report originates from Passport, our Beauty and Personal Care market research database.