Sun Care in Finland

PROSPECTS

Consumer awareness of need for sun protection will further boost growth rates in the forecast period

Although 2017 was a rainy year, sales of sun care increased in volume and even more so in value. This positive development was mainly connected to increased awareness of problems with UV radiation.

Value will grow faster than volume – thanks to more advanced products on offer

Sun care is an area where consumers look for products with maximum protection and convenience. Easy-to-apply sprays, for example, are seeing a soaring demand.

Chemists/pharmacies will strengthen their position in sun care

Consumers have great trust in products sold in the chemists/pharmacies channel. Only skin care had a higher penetration of sales via chemists/pharmacies than sun care.

COMPETITIVE LANDSCAPE

L’Oréal Finland leads sun care, and with a greater margin than at the beginning of the review period

L’Oréal Finland’s leading position is due to its balanced portfolio. Although the majority of its sales came from its mass brand Garnier Ambre Solaire in 2017, its L’Oréal Paris brand also had notable sales.

Beiersdorf’s share affected by discontinuation of Eucerin brand in Finland

Beiersdorf ranked second in sun care, and its Nivea brand was the leading brand in overall sun care in 2017. However, the company’s position weakened in 2017 as it discontinued its pharmacy-sold Eucerin brand in 2016.

Demand for easy-to-use, higher-quality products negatively impacts private label

Private label’s value share saw a downward shift over the review period, and this was in spite of some relatively tough economic years in Finland. The key reason for this development was in the selection.

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