Sun Care in Romania

PROSPECTS

Sun care hampered by a lack of consumer education and weak purchasing power

Sun care in Romania, as in other European markets, continued to witness the launch of innovative products in 2017. When buying sun care, consumers take into account several factors, for example SPF, brand name, product format and additional benefits.

Sun protection once again the best performing category

While sun care continued to record solid current value growth in 2017, some categories performed better than others, for example sun protection, largely due to consumers becoming increasingly aware that exposure to UV rays is linked with premature ageing. In addition, the category benefited from manufacturers offering a wide range of products.

COMPETITIVE LANDSCAPE

Vast range of products available for different age groups and skin types

Demand for sun care products in Romania has increased due to general concerns about skin health and educational campaigns in the media regarding the dangers of prolonged exposure to the sun without any protection. This has increased consumer awareness and led to a change in perception, with Romanians increasingly seeing these products as a necessity rather than a luxury despite their low budgets for non-food products.

Opportunities for manufacturers

This rising demand for sun care offers manufacturers various opportunities. More and more consumers are seeking products with a higher SPF due to becoming better educated about the dangers of exposure to the sun and are willing to spend more on obtaining these.

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