Sun Care in Ecuador

PRE-COVID-19 PERFORMANCE

Rising consumer awareness of sun care leads to higher levels of sophistication

Sales of sun care continue to benefit from better consumer awareness of the importance of shielding one’s skin from the harmful rays of the sun. The sources of information supporting consumer interest in sun care include the marketing campaigns of industry players, with information about the importance of using sun protection products included within general information about the causes and effects of skin cancer and other skin diseases, and the best ways of preventing and dealing with them.

Innovation focuses on new packaging and delivery formats and unique added value

Innovation remained a constant presence in sun care in Ecuador in 2019. Among major industry players to look to some care to expand their product folios was Blenastor CA, one of the domestic leaders in oral care, which extended its portfolio of imported product lines and entered numerous categories of beauty and personal care during the year, including sun care via the launch of Solscents, a sun protection brand that incorporates interesting fragrance cream and spray formats.

Price promotions and media advertising remain crucial to success in sun care

All of the leading players in sun care are seen to be using most promotions to support sales of their products periodically throughout the year. These promotions can be seen on the shelves of key retail channels, specifically drugstores/parapharmacies as well as grocery retailers.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This has been readjusted from an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

Few variations are expected to have been seen in the impact of COVID-19 on the various categories of sun care over the course of 2020. However, as sub protection is regarded as a far more essential product category than other types of sun care, demand for sun protection is unlikely to have been hit as hard as for instance aftersun and self-tanning by the lower numbers of inbound tourists expected over the course of the year.

Recovery and opportunities

Moderate growth is expected to be seen in sun care over the forecast period as the trends that were in evidence in the category towards the end of the review period are likely to return from 2021. The impact of COVID-19 is expected to have been fairly severe during 2020, mainly due to social distancing and the lower requirement for sun protection products among the local population.

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