Sun Care in Germany

PROSPECTS

Growing consumer awareness reducing the category’s dependence on the weather

In 2017, sun care continued to depend fairly heavily on the weather. Nevertheless, over the review period many consumers took a more holistic approach to sun care, paying more attention to UV levels and their possible impact on skin health and ageing.

Demand for more sophisticated products to drive value sales

The growing selection of sun care products with various added properties will help support future value sales. Consumers are constantly being told about the growing range of sun care products, including lines which offer anti-ageing properties, stronger protection for children or more effective delivery formats.

Digital trends and information campaigns supporting skin health offer growth opportunities

Digitalisation and technology continued to play a growing role in Germany in 2017. The majority of Germans own and regularly use a smartphone, with technological advances embedded to support and improve various areas of modern life.

COMPETITIVE LANDSCAPE

L’Oréal continues to lead sun care

L’Oréal continued to lead sun care in 2017, primarily thanks to the popularity of its Garnier Ombre Solaire brand. The company also benefited from launching new products over the review period as well as the growing popularity of its dermocosmetic brands, such as La Roche-Posay.

Innovation and tradition support various manufacturers

Other established and highly innovative brands such as Nivea Sun, Ladival and Clarins continued to grow in terms of value sales in 2017. Beiersdorf in particular has managed to maintain consumer attention and loyalty by introducing various new products with improved features over the last three years.

Improving quality of private label puts more pressure on competitors and future prices

Innovation and added value in sun care in 2017 was not limited to the brands of the leading manufacturers, as shown by private label players such as Rossmann and dm. Their combined value share continued to increase as many consumers view their private label products as brands in their own right, albeit retailing at lower prices but still offering comparable levels of quality.

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