Sun Care in Malaysia

PRE-COVID-19 PERFORMANCE

Sun care continues to develop in terms of specific properties to address competition from skin care and colour cosmetics which incorporate SPF

Sun care experienced strengthening demand in 2019, driven by mass sun protection. However, sun care’s greater potential in Malaysia has increasingly come under pressure from cross-category skin care and colour cosmetics which offer multiple purposes including SPF such as Vaseline Healthy White Sun+Pollution Protection body lotion and Guardian CC Cream SPF50, which allow consumers to save money, particularly if they are looking for sun protection for daily activities rather than specifically visiting the beach or when going on holiday.

Players continue to explore more innovative application formats

Despite sun protection spray seeing rising demand amongst Malays, sun protection lotion remains the most popular format in sun care. Nevertheless, innovation by players continues to emerge within sun care as a way to attract consumers looking for greater differentiation.

Further consolidation within sun care in 2019 as players intensify competition through innovative new launches

The competitive landscape of sun care became increasingly consolidated in 2019 in Malaysia, with the three leading players, DKSH Holdings (M) Bhd, Kosé (M) Sdn Bhd and Beiersdorf Malaysia Sdn Bhd all making strong share gains. Leading brand Banana Boat, a Japanese product distributed by DKSH Holdings for Edgewell Personal Care Brands LLC continued to be active with new launches in order to retain its position, introducing Banana Boat Simply Protect Aqua Daily Moisture and Long Wearing Moisture, which contains hyaluronic acid.

2020 AND BEYOND

COVID-19 impact

Value sales of sun care are now expected to decline by 6% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

All areas of sun care are predicted to record declining demand in 2020 in response to COVID-19, due to reduced usage occasions. Most Malays have been required to remain at home due to strict lockdown measures apart from venturing outside for essential grocery shopping and therefore the category will be heavily impacted by consumers spending less time in the sun.

Recovery and opportunities

Normalisation of purchasing behaviour is expected from 2021 onwards, with outdoor activities likely to return due to the low number of virus-related deaths and cases of COVID-19 in the country. Demand for the larger category of mass sun protection will strengthen towards the end of the forecast period, as consumers gain confidence in travelling outside of the home, including going on holiday.

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