Sun Care in Greece

PROSPECTS

Positive prospects from rising consumer awareness and tourism momentum

Volume-wise, 2017 was another positive year for sun care in Greece. In line with general health trends, Greek consumers are becoming increasingly aware of the dangers associated with excess exposure to the sun, while the increase in tourist arrivals secures a constantly expanding target group.

High SPF ratings and sprays at the forefront

Achieving a deep tan remains a priority for many Greek consumers; thus, sun protection oils (with SPF0 or SPF6 ratings) remain relevant. However, effective sun protection is becoming ever more important, pushing consumers towards products with higher SPF ratings.

Increasing interplay between sun care and skin care

There is rising interplay, rather than competition, between sun care and skin care products. More and more (skin care) facial creams offer high SPF protection, while sun protection facial creams increasingly borrow innovations from skin care products, as consumers increasingly demand that their sun protection products have anti-ageing, moisturising capacities.

COMPETITIVE LANDSCAPE

L’Oréal leads sun care, followed by Sarantis, while domestic pharmacy brands are on the rise

The rankings of the top brands in sun care remained stable in 2017. L’Oréal Hellas SA leads with Vichy Capital Soleil, La Roche-Posay Anthelios, L’Oréal Sublime Bronze, Garnier Ambre Solaire (which performed well in 2017), Biotherm Sun and Lancôme Sôleil brands.

Consumers increasingly prefer supermarkets and pharmacies

Supermarkets and mass brands account for a great proportion of sun care sales, and have seen their shares increase as more and more consumers tend to buy their products via the supermarkets channel. Chemists/pharmacies also displays an increasing trend, mainly favoured by rising demand for pharmaceutical brands (domestic Frezyderm being a prime example) and brands like Korres, Apivita and other which emphasise the natural ingredients in their formulas.

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