Sun care was unaffected by the pandemic and registered healthy current value and volume growth in both 2020 and 2021. Hot summers contributed to healthy growth.
The three top international players, that is L’Oréal, Unilever though Jungent Estonia and Hawaiian Tropic accounted for nearly half of value share in 2021, with Unilever’s Nivea Sun being the most popular brand. These mass sun protection brands have successfully managed to keep their top positions based on broad levels of availability, assertive segmentation strategies and competitive unit prices, which are oriented to meet the needs of different skin types and also offering different formats.
Estonia’s climate is characterised by cold winters and warm summers, with hot periods not typically lasting that long. As such, consumers have not traditionally been significant users of sun care, often only purchasing it for trips to the beach or for foreign holidays.
A return to normal social activity and the return of foreign tourists will have a positive impact on sun care sales. In addition, Estonians are slowly becoming more conscious of the harmful effects of the sun and are starting to regard sun care as an essential product on the lines of deodorant or toothpaste.
There will be an increasing blurring of lines between sun care and other beauty care products, such as facial make-up and skin care products, with these products habitually now containing high levels of sun protection. This could in particular dampen volume sales of adult sun care.
There is little variety within existing brands and most sun protection products come in cream formats. However, sun care formats will expand over the forecast period, including offering sticks and sprays.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sun Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.See All of Our Definitions
This report originates from Passport, our Sun Care research and analysis database.
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