Sun Care in Latvia

PRE-COVID-19 PERFORMANCE

Sun care remains underdeveloped as sales are heavily dominated by sun protection

It would be difficult to accurately describe Latvia as a warm and sunny country. However, there is still some demand for sun care products as Latvian summers can be surprisingly warm, while many people among the country’s population have very fair skin, making them vulnerable to sunburn and skin damage from overexposure to the sun.

L’Oréal and Beiersdorf remain by far the leading names in sun care

At the end of the review period, L’Oréal and Beiersdorf remained dominant in sales of sun care in Latvia. Outside of these two leading players, the category is highly fragmented, with no other player able to get close to a value share of 10%.

Sales of sun care face competition from SPF-enriched products in other categories

Over the course of the review period, a trend which has the potential to significantly undermine sales growth in sun care emerged in several categories of beauty and personal care. Specifically, there is an increasing presence of products with SPF protection appearing in categories such as colour cosmetics and skin care.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 17% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This represents a major turnaround from the 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

With sales of sun care dominated by sun protection, it is likely that this will open the category hardest hit by falling demand due to COVID-19 during 2020. All sun care categories are expected to have faced significant declines in demand, although only in sun protection will this have translated into substantial sales declines in actual terms.

Recovery and opportunities

With Latvia’s climate becoming warmer in general and with the country’s summer season become hotter and longer with each passing year, there remains fertile ground for solid growth in sales of sun care products over the forecast period. Nevertheless, it should be noted that Latvia’s population is not growing due to high levels of emigration among young adults and this is set to place limits on the growth potential of beauty and personal care in general and sun care in particular over the forecast period.

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