Sun Care in New Zealand

PROSPECTS

Warm summers drive sales

The warm end of the summer of 2016/2017 led to good sales at the beginning of 2017, whilst an early summer in 2017/2018 led to price increases across the board in all sun care products and also drove strong current value growth in 2017. Sun care products tend to be stocked seasonally, and due to the strong early summer period, stocks ran out.

Strong segmentation

Sun care products have become strongly segmented, particularly sun protection products. Not only are these products segmented into life stages, ie adult, children and baby-specific; they are also becoming more specific than just general all-over body use.

SPF in other products threatens growth

Sun care products are generally very seasonal, and are top-of-mind usually only during the summer. Therefore, product uptake is susceptible to the summer conditions, with good summers showing higher sales than poor summers.

COMPETITIVE LANDSCAPE

Cancer Society leads

Leading brand Cancer Society remained at the top in sun care in value terms in 2017. This was mainly due to brand loyalty and the support of consumers for a brand with an ethical background of helping protect consumers from developing skin cancer.

Private label has a place

Private label sun care products have been available in the market for some time. Many consumers buy private label products due to their more affordable price compared with mainstream brands.

Banana Boat receives negative media

Meanwhile, despite holding a reasonable value share in sun care, the brand Banana Boat (Energiser NZ) received negative publicity in 2017 in the Consumer NZ report. It stated that Banana Boat was one of the brands which failed to meet the lab tests on SPF claims, despite the manufacturer, Edgewell, claiming the brand’s own tests showed its products did meet the claims of sun protection.

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