Sun care was the most negatively impacted beauty and personal care category as a direct result of the ongoing COVID-19 related restrictions in the first months of the year. The latter resulted in a further work from home order issued by the government for Malaysians.
Adult sun care held negligible share within dermocosmetics and declined in line with falling demand as a result of the pandemic. However, many brands understood that this is likely to be a short-term trend, and that consumers’ concerns about the damage to their skin from the sun’s rays warrants investment in higher quality sun care which claims to not only offer greater protection but also specific properties through cross-category attributes such as Eucerin Sun Fluid Photoaging Control SPF50 which combines sun protection and skin care due to its moisturising properties which claims to visibly reduce wrinkles, and Eucerin Sun Double Whitening Serum SPF50+ PA+++.
Sun care remained a highly fragmented competitive landscape in Malaysia in 2021, with value share dominated by smaller players under “others”. However, the latter continued to slowly lose ground as local consumers are gradually switching to trusted brands which they perceive to offer greater efficacy.
Demand for sun care in Malaysia is set to see a strong recovery from 2022. Overall recovery for sun care will be mainly driven by the larger category of mass sun protection over the forecast period, as consumers gain confidence in travelling outside of the home, including going on holiday.
Adult sun care in the form of sun protection, is predicted to offer the greatest potential for expansion and value growth (at constant 2021 prices). It is here that players are likely to focus their new product development in line with offering dual functionality in terms of products that claim to moisturise the skin whilst offering sun protection.
Further product innovation within sun care is also likely to be explored by the further use of natural ingredients with some consumers wary of chemicals that are contained in some products. New product development along these lines is likely to be initially seen by more niche sun care brands such as Fruit of the Earth which is present in aftersun.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sun Care industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Sun Care
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.
See All of Our DefinitionsThis report originates from Passport, our Sun Care research and analysis database.
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