Sun Care in Denmark

PRE-COVID-19 PERFORMANCE

Product effectiveness, premium formats key to sales of sun care in 2019

Although retail volume sales of sun care increased in 2019, the growth rate was nevertheless lower than that recorded in prior year, following a trend seen in the most recent years of the review period. At the same time, current value sales of sun care declined in 2019 after stronger performances during prior years.

Demand for more natural and safe products continues to drive certification trend

As was the case in several other categories of beauty and personal care in 2019, the strong health and wellness trend together with increased consumer demand for more natural and safer ingredients resulted in a considerable number of sun care products carrying certification labels that ensured users that the sun care products they were buying were indeed safe to use, natural and free from chemicals, allergens and other harmful substances. In fact, nearly 200 sun care products displayed Nordic Swan certification labels in 2019, including private label ranges Änglamark, Coop 365, Levevis and Matas.

Beiersdorf leads sun care in 2019, followed closely by L'Oréal Danmark

Beiersdorf remained the leading player in sun care in 2019, a position the company has held throughout the review period. Hot on Beiersdorf’s heels in 2019 was L'Oréal Danmark, again in a position that it has held throughout the review period.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 9% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to the expected stagnant growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

As a result of the impact of COVID-19, retail volume and value at constant 2019 prices in all areas of sun care are expected to decline throughout 2020. Baby and child-specific sun care is expected to prove the most resilient with only moderate sales declines, reflecting the view of many parents that sun care is essential for their children’s skin health, particularly when they spend longer periods outdoors.

Recovery and opportunities

As consumers venture out of doors more frequently and for longer periods as the country reopens after the enforced lockdown, demand for sun care products are expected to rebound. Indeed, after sharp declines in 2020, in 2021 retail volume and value at constant 2019 prices across all sun care product areas are expected to bounce back and then normalise and continue that trend throughout the remainder of the forecast period.

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