Sun Care in Egypt

PRE-COVID-19 PERFORMANCE

Sun care growth continues, consumers advised to increase usage

Sun care witnessed good growth in 2019 due to limited price increases due to economic stability. Premium sun protection products were most popular due to their trusted quality, and the fact that the target consumers (class A) were not affected by the currency devaluation.

Beiersdorf’s Nivea holds strong lead with consumer perceptions of quality, supported by advertising and promotion

Beiersdorf Middle East, with the Nivea brand, maintained its strong lead in the sun care category in 2019. This was due to limited price increases, underpinned by a reduction of sunscreen spray prices to encourage consumption.

Luna Cosmetics’ position weakened by competition from lower-priced offerings

Luna Cosmetics was second in the category in 2019, but while it benefited from attractive prices it suffered a share loss that year. Its overall position was underpinned by a wide variety of products in all trade channels throughout the country, and price points to suit all consumers.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged on our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within sun care

The category has seen shifts in retail channels as a result of COVID-19. This is mainly evident in the growth of e-commerce due to fears of infection.

Recovery and opportunities

Sun care is set to see growth over the forecast period, as an increasing number of consumers become aware of the benefits of sun care products via social media and dermatologists. They are likely to wear such products on an everyday basis to protect their skin and reduce the risk of cancer.

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