Sun Care in Portugal

PRE-COVID-19 PERFORMANCE

Suncare sales show fragile recovery in 2019 as consumer awareness of sun damage accelerates

Suncare sales showed dynamic recovery growth of 6% in 2019 following steep decline in 2018 as a result of poor summer weather conditions. However, 2019 sales failed to reach the levels seen in 2017 – the summer weather in 2019 was also poor, and while growth was generated due to the release of pent up demand from the previous year, this still failed to generate full recovery in the sector.

Prices fall despite the rise of dermocosmetics

While consumers increasingly opted for dermocosmetics and products sold through pharmacies and parapharmacies due to their perception of being more efficient and reliable, this did not push up average unit prices, which fell back in most categories in 2019. This was due to a heavier focus on price promotions through these channels in order to attract more price sensitive consumers, with dermocosmetics players focusing on driving up volume sales and gaining wider brand loyalty.

L’Oréal remained category leader

L'Oréal continued to lead sun care in 2019, supported by a wide portfolio of both premium and mass brands. Regarding premium brands L’Oréal owned La Roche-Posay Anthelios and Vichy Capital Soleil, positioned as premium pharma/therapeutic brands, but also Lancôme Soleil and Biotherm, positioned as premium non-pharma/therapeutic brands.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

All sun care products are likely to suffer due to the impact of COVID-19, with value at constant 2019 prices declining into 2020 as consumers spend less time in the sun. Sun protection and aftersun will be the worst affected product areas.

Recovery and opportunities

Sun care is expected to return to healthy growth from 2021, as consumers gradually resume travel and holiday activities, although growth is not expected to regain the volumes seen prior to 2018 by the end of the review period. The need to protect the skin from sun damage is well established and will persist throughout the forecast period.

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