Because sun protection products – the most popular type in this category – are only used outside the home and given that tourism is traditionally a key driver of demand, sun care was among the areas of the Croatian beauty and personal care market worst affected by the fallout of COVID-19 in 2020, with total volume and current value sales declining at double-digit rates. However, in 2021 it showed a remarkable return to growth as the easing of the pandemic and related restrictions saw local consumers spend more time outdoors and supported a faster than anticipated recovery in inbound tourism.
Rising inflation and the fact that many households have seen their incomes shrink during the pandemic ensured most Croatians remained budget-conscious in 2021 despite the robust recovery of the domestic economy. As a result, the overall aggregate value share held by private label in sun care increased.
As is the case across the beauty and personal market, concerns about environmental sustainability are increasingly shaping the purchasing decisions of Croatians in sun care. Recent years have seen a number of players move to address these concerns by introducing products that contain fewer or are completely free from chemical ingredients that are harmful to the environment.
Sun care is poised to perform positively throughout the forecast period, with steady growth in total volume and current value sales projected. Overall expansion will be underpinned by buoyant demand in the largest category of sun protection, which will continue to benefit from Croatia’s increasing popularity as a holiday destination among international tourists and improvements in public education about how sun exposure can cause skin cancer and other health problems.
With Croatians becoming increasingly well informed about the health risks associated with sun exposure, broad spectrum sun protection products that block both UVA and UVB rays and have higher SPF ratings are expected to gain popularity over the forecast period. Rising awareness that UV radiation from the sun is a major contributory factor in skin ageing will further strengthen interest in such products, primarily among female consumers.
Over the forecast period, rising health-consciousness should make many Croatians more inclined to seek out sun care products that are mainly made with natural ingredients and contain fewer or no harsh and unnecessary chemicals. This trend will also be driven by growing concerns about environmental sustainability.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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