Sun Care in Latvia

PROSPECTS

Opportunities and threats to sun protection in the coming years

Sun protection accounted for three-quarters of overall sun care sales in 2017, with this share set to rise further over the forecast period. Although globally consumers are concerned about the possible effects of exposure to the sun at all times of the year, in Latvia sun protection tends to be used only during the summer and warm weather.

Volume growth slows in self-tanning

The use of sunbeds used to be popular among many young Latvians but these are now slowly falling out of fashion. This can be mainly attributed to concerns about skin cancer and premature skin ageing.

New product launches remain limited

New product launches in sun care tend to be fairly rare in Latvia due to the seasonal nature of the category and generally low per capita spending. Recent launches have generally focused on new application formats and pack sizes.

COMPETITIVE LANDSCAPE

Leading players maintain their positions

The competitive landscape in sun care remained largely unchanged over the review period. L'Oréal continued to lead the category in 2017, followed by Beiersdorf, with the two multinationals together accounting for well over a half of overall value sales.

Supermarkets and chemists/pharmacies command the greatest share of sales but internet retailing gaining ground

Sun care in Latvia often tends to be purchased in supermarkets when consumers do their grocery shopping as they are generally satisfied with the range of products available, which tend to have a mass positioning. For more sophisticated and premium products, Latvians tend to use chemists/pharmacies, which have a more limited selection.

Advertising remains seasonal

A lack of brand awareness in the category can be attributed to limited marketing and advertising activities. Retailers do not invest regularly in promoting sun care products, with marketing campaigns being limited to the summer.

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