Sun Care in Japan

2021 DEVELOPMENTS

Rebound to growth, but sales remain far lower than pre-pandemic

Sun care saw a significant current value decline in 2020, due to decreased opportunities to go out, and the disappearance of inbound demand, due to the COVID-19 pandemic. Although in 2021 sun care saw a rebound to growth due to a partial recovery in domestic demand, it did not recover to the pre-COVID-19 level of sales, due to the limited recovery of opportunities to travel, and go out for leisure and events due to the continued state of emergency.

Consumers look for features in addition to UV protection

Under the prolonged COVID-19 situation, more consumers felt that their skin was more sensitive than ever before, due to the friction and dryness caused by wearing a mask. In addition, as the importance of blocking ultraviolet rays has become well-established, and furthermore, with the recent increase in working and spending time at home, people were more conscious of their bare skin than ever before.

Format chosen depends on usage occasion

Sun protection products are now available in a variety of formats, including sprays, powders and sticks, in addition to the milk, cream and gel types that were the mainstream in the past. More consumers are choosing products not only based on SPF and PA values, which indicate efficacy of blocking ultraviolet rays, but also on usage occasion and texture.

PROSPECTS AND OPPORTUNITIES

Dynamic growth will return sales to the pre-pandemic level by 2024

Since lifestyle changes such as working at home and the normalisation of wearing masks are expected to continue in the future, exposure to ultraviolet rays in daily life is expected to decrease compared with the pre-COVID-19 period. On the other hand, the declaration of a state of emergency, which was extended multiple times in 2021, was not extended after the end of April in 2022, and the movement of people is therefore expected to recover, as there will be fewer restrictions on leisure and travel.

Environmental protection is a much-discussed topic

There have been reports that the ingredients in sun protection products which absorb ultraviolet rays have a negative impact on marine life and coral reefs, resulting in negative image for these products from an environmental perspective. In foreign countries, some absorbers of ultraviolet rays and silicone oils have begun to be regulated, and in Japan, products which are free from these ingredients are emerging, and brands are actively working on sustainability initiatives, and this trend is expected to continue in the future.

Although consumers want UV protection, they also want gentle formulae

Just like skin care products, sun protection products are applied directly to the skin, and because more and more people are using these products on a daily basis, hypoallergenic products for sensitive skin are now available in the market. In many cases, these products are touted as being suitable for babies, children, or even pregnant women as proof of their low negative impact on the skin.