Sun Care in Hungary

PROSPECTS

Stagnation in sun care

Sun care saw slow volume and current value growth in 2017. The category was negatively affected by the performance of self-tanning.

Different performances

Self-tanning suffered a volume decline in 2017, which was due to the decreasing range of products and the increasing popularity of beauty salon services. Sun protection and aftersun for adults showed moderate growth, mainly due to unit price growth, whilst volume sales increased only marginally.

Raising awareness

Too much time spent in the sun without proper protection can cause sunburn and even more serious issues. Frequent media education campaigns help to emphasise the importance of sun protection for both children and adults.

COMPETITIVE LANDSCAPE

Multinational brands lead

In 2017, sun care was led in value terms by Beiersdorf with its Nivea Sun brand. Although Nivea Sun self-tanning products were no longer available in 2017, it was still the most popular sun care brand in Hungary.

Private label success

Sun care is dominated by mass brands, with premium products accounting only for a marginal value share. Thanks to the wide range of good-quality mass products and the fact that cheaper products are believed to offer similar efficiency to more expensive goods, consumers tend to choose mass brands.

Developments to maintain interest

New products are predicted to perform well in the short term, attracting buyers who demand more sophisticated products, such as skin-friendly sun care products. The key focuses of product development will be sun protection and natural ingredients, as consumers want products which moisturise and nourish their skin.

Files are delivered directly into your account within a few minutes of purchase.