Sun Care in Pakistan

PRE-COVID-19 PERFORMANCE

Sun care boosted by global warming, developing retail and growing awareness among middle and upper socioeconomic groups

Warming temperatures and increasing intensity of the sun’s rays due to global warming led to a spike in consumption in sun care in 2019 as consumers became more conscious of the harmful effects of direct exposure. High intensity sunlight and temperatures boosted demand for sun care products with a high sun protection factor (SPF) such as SPF50 and SPF 60 as well as products with a particular focus on UV light protection.

Growing consumer base for sun care among working women

Growth in the participation of women in the workforce has led to increasing financial independence of young female consumers who are now able to spend more in their personal care. Moreover, inspired by their peers and influenced by trends, women are now evolving in their consumption decisions.

Unilever Pakistan Ltd maintains category lead due to the popularity of its Pond’s brand

Unilever Pakistan continued to enjoy immense brand equity and consumer loyalty in 2019 due to its range of leading household brands in the country, which enabled it to maintain its category lead. Its popular Pond’s brand benefited from its wide over-the-counter presence and ease of purchase.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 7% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

Sun care in Pakistan is comprised of adult sun care and sun protection, both of which are expected to experience a slowdown due to the impact of COVID-19. Sun protection and adult sun care will be impacted by fewer social gatherings and reduced time spent in the sun.

Recovery and opportunities

Sun care is slowly expected to return to more normal levels of growth in value sales at constant 2019 prices from 2021 onwards, as life in the country gradually returns to normality and people spend more time outside their homes. Given the risk of a return of the virus and the potential for further lockdowns, including those on a highly localised level, growth rates are likely to remain subdued for the remainder of the forecast period.

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