Sun Care in Finland

PROSPECTS

Hotter summers could drive future growth of sun care

Finland saw record-breaking weather in 2018 with temperatures soaring during the summer months. This helped to drive demand for sun care which had stagnated somewhat 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 for many women they do not feel the need to use additional sun care, especially when many products leave a greasy residue on the skin.

Consumers look for value in sun care

When it comes to sun care many consumers in Finland remain focused on value, often seeking out the lowest priced products. This provided a boost to discounters and internet retailing in 2018, with both channels recording strong growth.

COMPETITIVE LANDSCAPE

L’Oréal continues to introduce new products to stay ahead of the competition

L'Oréal Finland Oy leads a relatively consolidated category with it offering a range of sun care brands including its widely popular Garnier Ambre Solaire brand. The company is constantly looking to introduce new and innovative products in an effort to stay ahead of the competition.

Nivea benefits from strong reputation

Beiersdorf Oy retained second place in sun care thanks to the widespread popularity of its leading Nivea Sun brand. Not only is it trusted for its sun protection but the brand is also associated with its strong presence in skin care, which has helped it to establish a loyal consumer base.

New players increase the competition

Despite the efforts of L’Oréal and Beiersdorf to stay ahead of the competition both companies lost share in 2018 due to the successful entrance of new brands such as SunPro and Lancaster. SunPro has benefited from the trend towards natural ingredients with its range including ingredients such as avocado oil, macadamia oil and Aloe Vera.

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