Sun Care in Romania

PROSPECTS

Sun care continues to be seasonal

Seasonality continues to be high within sun care, reflecting the climate in Romania, which has cold weather for more than half of the year. Demand for sun care products remains concentrated during the June-September period.

Sun protection dominates sales

Sun protection leads sales, as consumers are increasingly aware and concerned about the effects of UV exposure, leading to sun protection being perceived as a necessity and not a luxury.

Aftersun sees the fastest growth

Sales of aftersun benefit from the fact that many consumers use low SPF sun protection, or none at all, in order to get a suntan, and in some cases suffer from over-exposure..

COMPETITIVE LANDSCAPE

Beiersdorf Romania SRL holds the top position

Beiersdorf Romania SRL leads sales of sun care, with broad product lines, affordable prices offering value for money and a strong distribution network, covering the main channels across the country. Nivea has sought to combine the need for protection with the desire for tanning with Nivea Protect & Bronze, which provides effective protection against solar radiation while accelerating tanning through stimulating the skin’s production of melanin.

Farmec has a strong position in sun care

Farmec SA is the leading domestic player in sun care. It has extended the well-known brand Gerovital into this category under the Gerovital Sun line, aiming to benefit from consumer recognition of the Gerovital brand as providing health benefits by limiting the negative effects of UVA/UVB radiation, such as sunburn, skin dehydration and pigmentation, and premature skin ageing.

Private label is negligible

Private label does not represent a threat to the leading brands, as consumers favour branded products that they can trust regarding something as important as protecting their skin from the effects of UVA/UVB radiation. The small size of the category and its high seasonality also represent disincentives for retailers to offer private label products, along with strong sales of cheap products through outdoor markets, which are abundant along the seashore during the summer holidays.

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