Sun Care in Serbia

PROSPECTS

Economy growth and increased concerns about harmful UV radiation positively influence sun care in 2017

Serbian consumers were better informed about the harmful effects of UV radiation and the importance of proper protection when exposed to strong sunlight in 2017 than they were in previous years. Many articles in the mess media about this topic appeared during 2017 and many of them gave concrete advice, one of which was to use sun care products when in the sun during summer months.

Baby and child-specific sun care posts the best performance in 2017 due to its improved offering

Manufacturers started to pay much more attention to baby and child-specific sun care products in 2017 as demand for them increased throughout the review period. Parents in Serbia tend to spend as much as possible on such items in order to keep their children safe, so it is hardly surprising that baby and child-specific sun care performed so well in 2017 despite having the highest average unit price within the category.

Sun protection drives overall sun care growth in 2017

Despite being by far the largest category within overall sun care, sun protection recorded a healthy current value growth rate in 2017 and it drove the entire category’s sales rise. Sun protection is used by almost all consumers who purchase any sun care products because it is considered to be much more important than, for example, aftersun and especially self-tanning products.

COMPETITIVE LANDSCAPE

Beiersdorf increases its value share in 2017

By far the largest producer in Serbian sun care in 2017 was Beiersdorf, with its Nivea Sun and Eucerin brand lines. Beiersdorf even increased its sun care value share in 2017 and it managed to sustain high interest in its products, primarily thanks to frequent new launches and strong marketing support for its brands.

Formula innovations dominate new product launches in 2017

The most important new product launches in 2017 came, as usual, from the category leader Beiersdorf. This producer launched a new line of its Nivea Sun products under the name Protect & Moisture in June 2017.

Private label continues to increase its value share in the review period

The most important private label line within Serbian sun care in 2017 was dm-Drogerie Markt doo’s Sun Dance. In fact, this was the only sun care private label line that had a significant value share in 2017.

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