Sun Care in Greece

PROSPECTS

Bright future for sun care amidst ongoing momentum of tourism and rising awareness of sun hazards

Record-breaking tourist arrivals, rising awareness regarding sun hazards and a wide range of products available for various needs (mists, anti-ageing, wet skin technologies) boosted volume sales for sun care in 2018. However, intense price wars, characterised by constant, aggressive discounts across channels, drove unit prices downwards and cause value sales to stagnate.

Tan and protect in the spotlight, baby and child-specific sun care on the rise

A key 2018 trend was the very positive performance of tan and protect products. It was the third consecutive year that products that claim to offer sun protection and tanning outperformed simple sun protection, recording increasing sales, both in milk and oil format.

Interplay between sun care and skin care

The interplay between sun care and skin care products continued in 2018. A growing number of (skin care) facial creams offer SPF protection, whilst sun protection facial creams – which are on the rise – started to include ingredients like hyaluronic acid and vitamins, as consumers have begun to demand anti-ageing, moisturising capacities from their sun protection products.

COMPETITIVE LANDSCAPE

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

L’Oréal Hellas led sun care in 2018 with a wide portfolio of widely recognisable brands, such as Vichy Capital Soleil, Garnier Ambre Solaire and La Roche-Posay Anthelios. In the chemists/pharmacies, innovation (mists, wet skin technology and anti-aging formulas) helped La Roche-Posay and Vichy record share increases in 2018.

Brands set to address tourists more actively

With tourists being an essential and dynamic target group for sun care in Greece, brands are increasingly focussing their promotional strategies on them. Mass market leader Sarantis, which has so far been addressing Greek consumers almost exclusively, plans to reorganise its strategy to address the rising tourist influx, with targeted promotional campaigns.

Rising trend for the pharmacy channel

Greek consumers are increasingly inclined to purchase their sun protection products in the (dominant) chemists/pharmacies, rather than in the supermarkets. Pharmacies are expanding their share, whilst the popularity of e-pharmacies, whereby consumers can benefit from additional discounts, is rising quickly.

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