Sun Care in Indonesia

PRE-COVID-19 PERFORMANCE

Skin health concerns encourage everyday usage while consumers seek non-sticky sun protection in 2019

Sun protection remained the sole significant product area in adult sun care in 2019, while also dominating sales in baby and child-specific sun care, benefiting from increasing awareness of global warming and the effect of sun exposure on skin health. Consumers became increasingly concerned about links between sun exposure and skin cancer during the review period, due to increased coverage of these issues by media and research institutes.

Nivea Sun retains lead with affordable prices and consumer-led innovation in 2019

Relying on its long-standing presence and strong brand image, Nivea Sun from Beiersdorf continued to lead sun care in 2019. This brand is popular as its products are affordable and have a wide distribution reach including modern grocery retailers, drugstores/parapharmacies and e-commerce.

Distribution continues to widen in 2019 as retailers stock up in response to rising demand and e-commerce attracts growing number

While e-commerce remained a niche distribution channel at the end of the review period, it saw dynamic current value sales growth in 2019. Consumers became increasingly willing to buy online, partly due to the attractive price promotions offered via this channel.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 14% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

Adult sun protection will be hardest hit by the impact of the COVID-19 pandemic, due to many consumers spending much of their time indoors or conversely opting to sunbathe without sun protection in the hope of avoiding the virus. While facial sun protection saw strong growth in 2019, this product area was impacted heavily by consumers working from home and spending less time outdoors.

Recovery and opportunities

Sun care is expected to see value growth at constant 2019 prices strengthen from 2021 onwards, as lockdown measures ease and the government encourages people to avoid unprotected sunbathing and highlights its risks in terms of skin cancer. Many consumers will be likely to return to using sun protection on a daily basis, with premium sun protection in particular likely to benefit due to its skin care benefits and offer of comfortable non-sticky textures.

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