Sun Care in Italy

PROSPECTS

Italians’ growing awareness of the importance of sunscreen

Although they have a reputation as natural tan lovers, Italians are increasingly aware of the health risks linked to sun exposure and of the importance of using sunscreens as a means of health protection. Moreover, anti-ageing remains a hot topic in Italy; consumers have higher concerns about photo-ageing and a growing awareness of the anti-aging properties of sunscreens.

A positive outlook for sun care sales

This trend will continue to support value sales of sun protection in Italy over the forecast period, and as sun protection is the biggest product type in sun care it will drive overall category value sales. Nonetheless, sales performance of sun protection will continue to be dependent on summer weather in Italy, as seen in the 2018 value sales decline, which was linked to a poor summer.

Aftersun and sun-tanning sales set to improve over the forecast period

Meanwhile, aftersun sales are set to be sustained by the growing understanding of the importance of moisturising skin after sun exposure for long-term skin health, tan and beauty. Self-tanning sales are also set to show positive results over the forecast period in Italy.

COMPETITIVE LANDSCAPE

L'Oréal remains the leader

L'Oréal continued to be the leader in sun care in 2018, operating with a portfolio of well-known premium and mass brands, including second-ranking brand Garnier Ambre Solaire, L'Oréal Sublime Sun, Garnier Ambre Solaire Kids, La Roche-Posay, Vichy Ideal Soleil, Lancôme Sôleil and Biotherm. Although its 2018 performance was negatively impacted by the unfavourable summer weather, L'Oréal was able to increase shares, benefiting from the launch of Garnier Ambre Solair Acqua UV and Vichy Ideal Soleil Acqua, offering light and refreshing water-like textures.

Sun care heading towards skin care treatments

Manufacturers are responding to the growing demand for sun care by upgrading their offer with products that can be regarded as midway between sun care and skin care treatments, with advanced formulations and textures that are easy to apply and quick to absorb. Innovative sun care has lighter and refreshing textures, such as water-like textures as well as nourishing and antioxidant properties to care for skin.

Natural and organic formulations likely to proliferate over the forecast period

Natural and organic sun care offerings are also expected to attract a growing portion of consumers in Italy over the forecast period, as the natural trend is affecting all beauty and personal categories further in 2018. Sun care brands will likely include higher percentages of natural ingredients in their formulations and make them free from substances perceived as harmful, such as parabens, petroleum and fragrances.

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