Sun Care in Denmark

PROSPECTS

Demand for more natural products drives the certification trend

As in several other areas of beauty and personal care, the strong health and wellness trend and increased media attention on chemicals, allergens and other harmful substances led to increased demand for more natural products in sun care in 2018, leading to an increase in the number of products applying for and receiving certification such as the Nordic Swan label with almost 200 Swan-labelled sun care products at the end of 2018.

New differentiation required

As certification is increasingly becoming the standard in sun care, having certification labels on products is no longer the competitive edge it once was, and manufacturers will likely increasingly focus their innovation efforts on developing other product attributes and positioning in order to gain a competitive advantage.

Higher SPF products fuelling growth

Whilst higher SPF products are already the most common choice for consumers, they increased in popularity in 2018, as fair-skinned Danes became increasingly concerned about the risks associated with spending time in the sun. Growing demand for healthier, safer and more effective sun protection led to increased availability of high SPF products and drove sales in 2018.

COMPETITIVE LANDSCAPE

Beiersdorf and L'Oréal Danmark lead

Beiersdorf remained the leading player in sun care in 2018, closely followed by L'Oréal Danmark. The two manufacturers accounted for a significant combined share of retail value sales in 2018 as they market some of the most popular sun care brands in Denmark, including Nivea Sun and Garnier Ambre Solaire.

Opportunities for niche products

Nivea Sun and Garnier Ambre Solaire are expected to remain amongst the most popular sun care brands among Danish consumers over the forecast period, leading to the ongoing leadership of Beiersdorf and L'Oréal Danmark. However, as there is growing demand for more natural and more premium sun care products it is likely that a number of new products will be launched in niche segments from both incumbents as well as new players seeking to challenge the leadership of the two leading manufacturers.

Growing competition from skin care

Sun care is increasingly being impacted by competition from a variety of different categories. For instance, for day-to-day activities, BB and CC creams cover all possible needs in just one product, which makes them directly competitive.

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