Sun care sales in 2020 dropped significantly due to travel restrictions and substantially reduced trips and holiday demand. In addition to limited demand, trading down also led to a decline in value sales: consumers attempted to reduce their spending on non-essential items and leaned towards lower-priced alternatives if they did want to purchase sun care.
Mass brand Nivea Sun remained the leading brand in sun care in value share terms in 2020. Its success is linked to its established position and strong “German brand” association.
In an attempt to slow the sales decline of sun care, leading players continued to innovate to retain consumers in 2020, with hybrid products becoming increasingly popular. One example is Garnier Ambre Solaire Sensitive Expert+, which serves as a sun protection base, but additionally, includes hyaluronic acid, which is well-known for its anti-ageing features.
The recovery of overall sun care will strongly depend on the lifted ban on international travel, the reopening of other countries for tourism as well as favourable weather conditions. Therefore, demand for sun care is likely to stabilise over the forecast period in line with the strong progress of Germany’s vaccination programme and the likelihood of a return to taking holidays abroad which require sun care.
A stronger spotlight is likely to be placed on issues of skin discolouration in the coming years, which is not only a problem arising from extensive sun exposure, but also related to the whole spectrum of hormonal issues and body changes which increase the risk of skin pigmentation disorders such as melasma, freckles or age spots. Germany is an ageing society and skin pigmentation disorders tend to be related to older demographics.
An interest in dermocosmetics strengthened in sun care at the end of the review period due to claims of greater safety and clinically-tested formulas. Following the pandemic, dermocosmetics brands are expected to further penetrate sun care with new product launches and sophisticated formulas, including mass and private label dermocosmetics.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Germany 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 Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sun Care research and analysis database.
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