Sun Care in Poland

2020 IMPACT

Travel restrictions hit sun care hard, although sun care now part of beauty and personal care regime year round for many

Sun care is among the hardest hit group of products in 2020 by the pandemic. Restrictions on travel and social distancing meant the collapse in demand from Polish holidaymakers, and self-isolating consumers have left the house less, further lowering demand.

Consumers trade down, but demand for domestic resorts and a hot summer prevent worse decline

Sales have fallen across all sun care segments, although it is worth noticing that premium products have seen far greater decline than mass products (in reversal to trends in 2019) as the virus-driven recession saw consumers trade down to cheaper products. Products with the highest filters (SPF40 and above) have also seen stringer decline, as a result of the lack of outbound tourists to popular destinations for Poles including Croatia and Italy where strong sun is more likely.

Sun care retail upended by pandemic

Drugstore chains have historically been the main distribution channel for sun care in Poland, but restrictions on retailing and store occupancy as a result of the virus saw a sharp drop in share in 2020. The pharmacy channel has also suffered during, even though it remained open, as consumers chose to use channels they perceived as less risky because of their size, notably modern grocery retailers.

RECOVERY AND OPPORTUNITIES

Return of holiday spending key to Polish recovery

Sun care is set to return to growth in 2021, although spending in constant value terms is not anticipated to return to pre-pandemic levels until the end of the forecast period. The key to sales recovery will be the reopening of the economy, and the relaxation on restrictions on social gatherings, travel, and foreign and domestic tourism.

Market set for polarisation, with opportunity at both ends

Sun care is expected to see increasing polarisation over the forecast period. The economic impact of the pandemic is set to linger over the forecast period, sharpening price sensitivity for most consumers, and demand for cheaper mass aligned products will see the emergence of a stronger private label offer.

Stronger health position can benefit from shift in consumer wellness attitudes post-pandemic

Over the forecast period, sun care will continue to benefit from rising consumer awareness of its health benefits. Brands with a more explicitly clinical position are may benefit, especially in an environment where consumers have become more acutely attuned to potential health benefits as a result of the pandemic.