Sun Care in Georgia

PRE-COVID-19 PERFORMANCE

Demand for sun care in Georgia continues to increase in 2019, driven by greater education over dangers of sun exposure and strong inbound tourism

Sun care remained a small category within overall beauty and personal care in Georgia in 2019, as many lower-income consumers, especially those living in rural areas, do not consider it to be essential, as they are used to facing the elements without sun protection. However, increasing awareness and rising education levels amongst younger generations, and urban dwellers, regarding the dangers of over exposure of the sun’s rays without adequate protection due to the growing health trend in the country, supported another year of increasing demand in 2019.

Health and beauty specialist retailers gain value share from direct selling in 2019, offering attractive promotional discounts

Health and beauty specialist retailers remained the most popular distribution channel for sun care in Georgia in 2019, driven primarily by chemists/pharmacies, which gained further value share from direct selling. On the other hand, modern grocery retailers such as hypermarkets and supermarkets continue to expand their presence in urban areas and increasingly offer greater availability to sun care products which appeal to educated consumers who are more likely to frequent these stores when they do their weekly grocery shopping.

Beiersdorf strengthens leadership of sun care in 2019 through trusted global brand Nivea Sun

Beiersdorf strengthened its overall leadership of sun care in 2019, maintaining high value share throughout the review period in both adult sun care and the niche of baby and child-specific sun care. The main generator of sales is its Nivea Sun brand, as Nivea products are generally well-known to local consumers in overall beauty and personal care including skin care, and consumers have a strong tendency to opt for brands that they trust, or have at least heard of.

2020 AND BEYOND

COVID-19 impact

Value sales of sun care are now expected to decline by 15% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

All areas of sun care are predicted to record declining demand in 2020 in Georgia due to the response to COVID-19 with consumers confined to their homes in the first half of the year relating to lockdown measures. While adult sun care (including sun protection) and aftersun are set to record double-digit volume decline with consumers unlikely to spend significant time outdoors in the sun, declining demand for self-tanning, a niche area of local sun care, will be the most drastic, due to consumers socialising less as a result of the lockdown and economic constraints.

Recovery and opportunities

After a year of strong declines in 2020 due to the home seclusion trend and lack of tourism, sun care is predicted to experience a surge in demand in 2021, before easing into more normal purchasing patterns for the remainder of the forecast period. With the country expected to ease lockdown measures and reopen its borders to tourists in the second half of 2020, demand for sun care is set to rapidly recover.

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