Sun Care in Finland

PRE-COVID-19 PERFORMANCE

Low growth for sun care in 2019 after the hot summer of 2018

Finland witnessed record-breaking weather in 2018, with temperatures soaring during the summer months. This helped drive demand for sun care which had performed weakly during the review period.

The inclusion of SPF in skin care and make-up limits demand for sun care

While consumers are becoming more aware of the need for sun care, sales are being constrained by the inclusion of SPF in many everyday skin care and make-up products. To add value, most of the leading brands in these areas now also include SPF and many women in particular do not feel the need to use additional sun care, especially when some of these products leave a greasy residue on the skin.

Manufacturers innovate to maintain consumer attention

Manufacturers continued to innovate in sun care to attract consumer attention in 2019. Domestic player, Orion, for instance strengthened its position with the continued success of its strong SunPro pharma brand, while the leading Nivea Sun brand from Beiersdorf introduced several new products in the summer of 2019.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 8% in 2020 in 2019 constant value terms in light of the impact of Coronavirus (COVID-19). This compares to an expected rise of less than 1% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

All sun care products are likely to witness a major decline in constant 2019 value and volume sales in 2020, with the exception of baby and child-specific sun care, which will prove more resilient, with many parents viewing sun protection as a necessity in protecting their children’s health when outdoors. Sun protection and aftersun will however be heavily impacted by consumers spending less time in the sun, while self-tanning will suffer due to consumers socialising less as a result of the lockdown and economic constraints.

Recovery and opportunities

Sun care is expected to bounce back from the steep constant 2019 value declines witnessed in 2020, with good growth expected for 2021. After long periods of working from home, with little opportunity for holidays during the COVID-19 epidemic, Finns will be glad to begin travelling and holidaying again as soon as it is safe to do so.

Files are delivered directly into your account within a few minutes of purchase.