Sun care recorded among the strongest declines in current value and retail volume terms within beauty and personal care in the previous year, in response to COVID-19. In 2021, retail volume sales continued to decline, albeit at a lower rate than in 2020.
Within sun care, baby and child-specific sun care was the best performing product area in 2021. This was mainly driven by a growing offer of baby and child-specific sun care products and growing consumer awareness about the existence and benefits of such products.
Beiersdorf maintained its overall leadership of sun care in 2021, maintaining the leading value share in both adult sun care and the niche of baby and child-specific sun care. The main generator of sales was 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.
Sun care is predicted to experience a surge in demand in 2022, before easing into more normal purchasing patterns for the remainder of the forecast period. With the country expected to welcome more tourists in 2022, demand for sun care is set to rapidly recover.
Even if Georgia experiences more waves of currency devaluation in the forecast period, sun care will be relatively resilient to the negative effects of rising unit prices. In general, sun care is less elastic to unit price growth since the majority of consumers are foreign tourists.
E-commerce will likely remain a negligible distribution channel for sun care in the forecast period. Notably, e-commerce is not expected to take off in sun care as most consumers are foreign tourists.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sun Care industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.See All of Our Definitions
This report originates from Passport, our Sun Care research and analysis database.
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