Sun Care in Germany

PROSPECTS

Sun protection becomes less of a seasonal product

German consumers are ready to spend more on sun protection products, with premium sun protection seeing the highest current value growth within sun care in 2018. Germans are also interested in using products with higher SPFs.

Customisation and multifunctionality are key growth drivers

Sun care products go beyond protection or tanning, and offer customers additional functionalities, such as anti-stain, anti-ageing and moisturising. Companies are trying to meet the needs of consumers by investing in innovative technologies that make products waterproof, long-lasting, prevent perspiration and contain antioxidants that fight the free radicals created by exposing skin to the sun.

Growing demand for natural products

The demand for natural beauty and personal care products is booming in Germany. Interest in such products was also visible in sun care, because German consumers believe natural sunscreens are safer.

COMPETITIVE LANDSCAPE

Beiersdorf chases L'Oréal

L'Oréal maintained its lead in sun care in value terms in 2018, and continued to increase its value share. Beiersdorf maintained second position and saw an increase in its value share due to product innovations from Eucerin.

Private label continues to grow

Innovation and added-value are not only limited to products from leading brand manufacturers, as private label providers such as Rossmann and dm regularly prove. The combined private label value share continued to increase in 2018, as many consumers accept these as reputable products that are sold at lower prices whilst maintaining a high level of quality.

Growing importance of dermocosmetics

Evolving consumer needs related to improving the appearance of the skin and treating various skin issues are boosting sales of dermocosmetic sun care products. Many people have problems with using sun care products which are comedogenic, so manufacturers are trying to improve the formulae of dermocosmetic sun care products by replacing comedogenic ingredients, treating acne and working on the multifunctionality of sun care dermocosmetics – in other words, rethinking sun protection.

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