In line with global health concerns about the effects of long exposure to sunlight, adult sun care is expected to witness growth in the forecast period. Due to the fact that sun protection products remain largely unaffordable for many consumers for regular use, most buy them only for use when on holiday.
Producers of colour cosmetics, especially facial make-up, are increasingly incorporating sun protection in their products; hence, fewer consumers are expected to purchase separate sun protection. Facial moisturisers and other skin care products also increasingly incorporate sun protection, due to increased consumer awareness of the risks posed by sun exposure and UV rays.
Consumers are increasingly seeking improved formulations in terms of lighter textures, and swift application. This has led manufacturers to offer sun protection products in spray bottles and squeezable plastic bottles, as well as creams in jars.
Spray format products, due to their practicality, leak-proof bottles and hygiene, as well as their portability, continue to see growth. Also, they are becoming more readily available across various retail channels, which increases their visibility amongst potential consumers.
Sun care products are often retailed through supermarkets, in the same aisle as body lotions and soaps, as they aim to target consumers who are doing their monthly shopping. When it comes to premium sun care products, sales of which remain negligible in Kenya, these can be found through chemists/pharmacies such as Good Life and Lintons, which retail international brands at premium prices.
Social media pages, health organisations and general awareness campaigns continue to emphasise the importance of sun protection, in a bid to reduce the number of cases of skin cancer, which are gradually rising. In general, consumers are urged to use sun protection with broad spectrum protection and water-resistance, and which have an SPF of at least 30.
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This industry report originates from Passport, our Beauty and Personal Care market research database.