Sun Care in Latvia

PROSPECTS

2018’s long, hot summer supports strong growth in sun care

Summer 2018 in Latvia was unusually long and hot, which led to most people spending more time outside basking in the sunshine than they would ordinarily have the opportunity to. With many Latvian people quite pale and unaccustomed to having spending long hours out in the sun, there were clear opportunities for strong sales in sun protection and aftersun as a result of the favourable climatic conditions during the year.

Products in other categories with added SPF pose a threat to sales of sun protection

One general trend in beauty and personal care which has the potential to undermine sales growth in sun care during the forecast period is the increasing presence of products which offer SPF protection in colour cosmetics and skin care. These added SPF products are becoming more common and many people now take it for granted that their skin care products and foundation/concealer will automatically contain SPF.

More intense competition puts pressure on unit prices, suppressing value growth

As demand for sun care continues to increase, the category is becoming more competitive and the leading players are becoming more likely to engage in price competition to attract consumers to their brands. Thus, price promotions and bundling offers are suppressing value growth, although volume growth rates are being boosted.

COMPETITIVE LANDSCAPE

Higher SPF products become increasingly popular

With Latvian consumers principally using sun care products to protect their fair skin from sun damage, rising demand is focused on higher SPF products. For this reason, the category’s leading players are increasingly focusing on offering products with SPF30, SPF45, SPF50 and sometimes even higher SPF products.

Natural and organic products set to continue generating higher sales

In line with the general trend across beauty and personal care for more natural products, including products that are marketed as being organic, demand in sun care is increasingly shifting towards natural and organic references. In response, the leading players are developing and launching numerous new natural and organic products and this applies as much to the category’s strongest domestic players as it does to the leading multinationals.

Local player Madera Cosmetics launches a range of new sun care products

2018 saw Madara Cosmetics launch a new range of sun care products in response to rising demand for high-quality sun care products with a natural positioning. These included its Fake It Natural Look Self Tan Milk in self-tanning, which contains hyaluronic acid and jojoba oil to hydrate and soften the skin.

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