Sun Care in Italy

PRE-COVID-19 PERFORMANCE

Healthy skin trend and hot summer help sun care rebound to secure sales growth in 2019

Awareness that healthy skin is linked to appropriate sun care routines continued to rise at the end of the review period. The health risks and consequences on skin of UVA and UVB sun rays made consumers appreciate the importance of protecting their skin with appropriate SPF products, especially when sunbathing, but also when outside the home in general and on tanning beds in salons.

Growing health awareness sees natural ingredients and skin care properties come to the fore in sun care

In 2019, manufacturers continued to develop the category with combinations of sun and skin care properties. As more skin care products incorporated SPF to prevent photo-ageing, more sun care products featured skin care properties, such as moisturising, nourishing, antioxidants and antipollution.

Leading players invest in innovation and new launches to gain a competitive edge in a fragmented environment

L'Oréal Italiana Saipo retained a healthy retail value share lead in sun care in 2019 through its wide portfolio of popular premium and mass brands. The company also invested in new product development with the launch of Garnier Ambre Solaire Acqua UV and Vichy Ideal Soleil Acqua, which both offered ultra-light and refreshing water-like textures.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to fall by 8% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

Sun care is set to remain badly hit by the COVID-19 crisis over 2020, as a return to normality is likely to be gradual. In the post-lockdown period, consumers are predicted to return slowly to pre-COVID-19 social habits, while travel is expected to remain restricted.

Recovery and opportunities

Sales are expected to recover in the medium term, although the forecast period CAGR is projected to be slower in both retail volume and value (at constant 2019 prices) terms, compared with the review period. The anticipated weaker performance is due to the adverse effects of the COVID-19 crisis on the Italian economy and consumer budgets and confidence.

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