Sun Care in Indonesia

PROSPECTS

Higher concern about UV boosts demand for sun care

Increasing awareness of global warming and the effect of UV rays led sun protection to see a positive performance in 2018. Consumers are becoming more cautious in the sun due to media and research institutes informing them about the strong connection between UV rays and skin problems such as spots, premature ageing and skin cancer.

General purpose body lotion with SPF is a substitute for sun protection for daily use

Strong growth in travelling is supporting sales in sun care, since the two are highly correlated. However, based on observations, most consumers tend to use sun care products only when travelling.

Positive outlook for sun care

Increasing awareness of global warming means sun protection has a positive outlook. As many media constantly warn of the global warming process and its effects, consumers are becoming very cautious about the effects of UV rays.

COMPETITIVE LANDSCAPE

Global brands lead innovation in sun care

Due to the exceptional growth in sun care, particularly sun protection, more brands have launched innovations. However, the majority of innovation in sun protection comes from imported brands; for instance, Piehl’s Plaste launched sun protection in stick format to help the user apply the product easily.

Nivea maintains its lead in sun care

Relying on its long-standing presence and strong brand image, Nivea from Beiersdorf Indonesia continued to lead sun care in 2018. It is very popular within the category, since its products are affordable and available in diverse channels, from supermarkets and drugstores/parapharmacies to online retailers.

The launch of SPF-containing products in other categories

Consumers’ desire to use products containing SPF boosted sales of sun protection, but also many brands started to add SPF to their products in other categories. For instance, consumers increasingly tended to use BB or CC cream rather than foundation for daily use, since these products combine foundation with SPF.

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