Sun Care in Croatia

PRE-COVID-19 PERFORMANCE

Croatians demonstrate increased interest in obtaining a tan

Croatia demonstrated somewhat surprising trends regarding sun care, given that it is one of the most sun-drenched countries in Europe. At the end of the review period 52% of the population did not use sun care, but women tended to use such products twice as frequently as their male counterparts.

Beiersdorf consolidates lead, Magdis offers appealing sun protection jams

Beiersdorf doo focused on just one umbrella brand at the end of the review period – Nivea Sun – with which it led the category, and consolidated its position in 2019. To maintain its lead, Beiersdorf doo regularly refreshes its portfolio.

Private label ranges appeal due to high sun care prices

Sun care products are perceived as quite expensive, and consumers are willing to buy economy products in order to maintain purchases. As a result, private label and mass direct selling brands held an above-average presence in sun care in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to see negative growth of 24% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 4% rise forecast in 2019 constant value terms in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within sun care

Quarantine measures and limited holiday travel occasions have adversely impacted demand for sun protection products. An increased number of domestic holidays and sitting in parks and gardens are likely in 2020, which will provide some degree of demand during the summer.

Recovery and opportunities

With awareness of health and cleanliness at the forefront of consumers’ minds as a result of the pandemic, products marketed with antibacterial properties may perform well. Similarly, products in small, portable packaging formats may appeal to consumers for on-the-go use outside the home.

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