Sun Care in Denmark

PROSPECTS

Increased demand for multi-functional products

Danish consumers are increasingly looking for convenience in many areas of beauty and personal care, and are often looking to minimise the number of products they use. In sun care, demand is steadily increasing for products which offer additional functionality, such as sun protection combined with anti-ageing properties or moisturising effects.

Category growth supported by concerns surrounding exposure to the sun

Although Danish summers are notoriously unpredictable, local consumers are attaching more importance to protecting themselves from the sun. Rising demand for sun protection has largely been driven by increasing concerns about skin cancer but also the premature signs of ageing caused by exposure to the sun.

COMPETITIVE LANDSCAPE

Multinationals dominate sun care

Sun care in Denmark remained a highly concentrated category in 2017, with the two leading players, Beiersdorf and L'Oréal, together accounting for well over half of total value sales. The dominance of Beiersdorf and L'Oréal is largely down to the popularity of their respective Nivea Sun and Garnier Ambre Solaire brands, which enjoy a high level of consumer recognition and benefit from widespread retail distribution and often a prime shelf positioning.

Private label products struggle to compete with strong brands

Compared to other categories in beauty and personal care, private label products have been relatively successful in sun care, although they still do not pose any real threat to brands. The most popular private label sun care lines are those from the drugstore chain Matas and the Danish pharmacy Apotekernes.

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