Sun Care in Romania

PRE-COVID-19 PERFORMANCE

Pharmacies the leading distribution channel; strong promotions in seaside locations

Chemists/pharmacies continued to be the main distribution channel for sun care products in 2019. This was being helped by the fact that dermocosmetic sun care products experienced significant growth in popularity among Romanian consumers, outperforming the mass brands in this category.

More educated consumers reducing the seasonality factor in sun protection

There is still quite a strong element in Romania of the use of sun protection products being perceived as seasonal, mostly influenced by the outside temperature and the intensity of the daily sunlight. Romanian consumers therefore mainly use sun protection when they go to the seaside and do not tend to integrate the use of this product into their daily personal care routine.

Product innovations popular with Romanians; new European regulations could affect sun care evolution

Personal care in Romania is characterised by the curiosity of consumers to try out innovative products in different categories. When it comes to sun care, innovation levels increased considerably throughout the review period.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 7% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 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 areas of sun care will see declining value sales in 2020 at constant 2019 prices, when they were all recording positive growth a year earlier, with COVID-19 seeing people staying indoors a lot more than usual as well as having major restrictions placed on travel. Premium products will see worse performances than mass products across the category, with consumers also affected by financial considerations against the backdrop of an uncertain economic outlook due to the measures implemented to slow the spread of COVID-19.

Recovery and opportunities

After the fall in demand in 2020, as travel stopped and people were confined to their homes, value growth will immediately return to positive rates in 2021 at constant 2019 prices. Growth rates for the rest of the forecast period after 2020 will even outpace the performances predicted for these years during research conducted at the end of 2019 before the spread of COVID-19.

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