Sun Care in Estonia

PROSPECTS

Warm summer season and increased outbound tourism benefit sun care sales

In 2018, sun care greatly benefitted from a particularly warm summer season that allowed the category to achieve rather strong performance during the peak months of June-August. The category also benefitted significantly from consumers’ increased disposable income, which benefitted outbound tourism numbers during the summer and autumn seasons, when most tourists go to the sea in southern countries to seek respite from Estonia’s northern climate.

Health awareness contributes to the category’s growth

Increasing health awareness was another important factor that benefitted sun care in 2018. As a result of this trend, more Estonians have become concerned about negative effects that sun may have on a skin, and not just whilst sunbathing.

Development differs amongst sun care categories

Whilst aftersun and sun protection products grew more or less in line with each other, self-tanning products continued to decline in 2018. The warm summer, which benefitted sun protection and aftersun categories, allowed more people to get a natural tan instead of using self-tanning products during summer and autumn.

COMPETITIVE LANDSCAPE

L’Oréal outperforms Jungent Estonia to become the leading player in sun care

In 2018, L’Oréal became the leading player after outperforming its leading competitor Jungent Estonia, which represents Beiersdorf products in Estonia. L’Oréal’s performance is largely dependent on its leading brand Garnier Ambre Solaire, which was represented in a wider product range compared to its major competitor Nivea Sun in 2018.

KMT Lang & Barney Investments sees the fastest value growth in sun care

KMT Lang & Barney Investments, which represents Avène brand in baby and child-specific sun care, saw the fastest value growth in 2018. The company benefitted from its faster development of child-specific sun care and growing demand for premium products.

Domestic producers might attempt to strengthen their position in sun care

Development of local producers in sun care is expected over the forecast period. At the moment, their presence in the category is very weak, but as general trust in domestic producers has improved significantly, there are more opportunities for them to be successful in the category in the near term.

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