Sun Care in Peru

PROSPECTS

Consumers associate quality with SPF value

The leading company, Unique, has managed to position itself thanks to its Total Block SPF 100 product that is perceived by consumers as the one that offers the greatest protection. Without knowing that it is practically impossible that there is a product that really provides absolute protection and that is why other competitors, for years have asked the government not to authorise this company to use the SPF 100.

Low demand for aftersun and self-tanning products

Consumers do not perceive the need to use aftersun products since hydration requirements are usually satisfied by general purpose body creams or lotions. However, the habit of moisturising the skin daily, even after it has been exposed to the sun, is not widespread.

All socioeconomic levels demand sun protection products

The majority of Peruvians recognise the importance of using sun protection products, and especially during the summer (December-April), regardless of the level of their income or family conditions. That is why there are brands that cover a wide range of prices to serve all segments, as well as there are products in multiple presentations, from sachets to plastic bottles of 240ml or extrudable plastic tubes that usually contain 50ml.

COMPETITIVE LANDSCAPE

Annual growth is lower than in previous years

Annual consumption of sun care products continues to grow but at a lower rate than that in previous years and this is due in the first place to the fact that the category already has high penetration levels, mainly during the summer months. Secondly, neither the government nor the companies have continued to advertise to increase awareness.

Direct competition from other categories

Products from different categories such as skin care compete directly with sun care and one reason is that sun care is mainly promoted and used during summer time. For example, for day-to-day activities, BB and CC creams as well as some foundations cover all possible needs in just one product, which makes them extremely attractive for women.

Premium and mass brands are clearly differentiated by the channels they use

There is a clear differentiation between the channels that premium brands use to reach consumers versus mass brands. Premium brands are only sold through pharmacies and department stores, exhibited in showcases that manufacturers place and that remain closed, and only the personnel in the store or the promoters are permitted to remove the products.

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