Sun Care in Pakistan

PROSPECTS

Growing trend of skin care to prevent effects of the sun will continue driving growth

Sun care in Pakistan is more common among female consumers than male. This is because beauty and personal care is considered feminine and men are not comfortable with spending on skin care.

Increasing economic participation of women will boost demand for sun care

A key growth driver of sun care is the growing participation of women in the workforce in Pakistan. This phenomenon not only gave women more freedom to invest in self-care but more importantly increased their overall propensity to spend and consume.

Social media to play a crucial role in creating awareness of sun care

Increasing penetration of 3G/4G internet in Pakistan enabled consumers from even small towns and cities to become connected to conversations and opinions online, especially via social networking sites and blog posts. Over the review period, multiple groups of women emerged on Facebook where women discussed their beauty concerns and beauty routines, shared opinions and reviews of products and helped each other in improving their beauty and wellbeing.

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd leads with its Pond’s sunscreen lotion

Pond’s sunscreen lotion by Unilever Pakistan Ltd led sun care due to its immense brand equity and consumer loyalty. Pond’s is considered a prestigious brand among consumers and the trust level for the quality and consistency of the product remains high.

Sun care remains fragmented with only a few established brands

Sun care in Pakistan remains nascent with many consumers still in the process of trying the product for the first time. While higher-income consumers in cities mostly prefer sun care brands advised by their dermatologists, consumers from other socioeconomic groups experiment with different brands and brand loyalty remains low.

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