Sun Care in Serbia

PRE-COVID-19 PERFORMANCE

Consumer awareness of importance of sun protection increases in 2019

Demand for sun care products is extremely seasonal, and during the winter months it is very difficult to find most of the products in this category. Advertising is also limited to the summer months, roughly to the period between May and October.

Drugstores/parapharmacies channel gains share in 2019

Thanks to the continued expansion of two largest chains within drugstores/parapharmacies, dm and Lilly, this channel remained the most important for sun care sales in 2019, and further increased its value share. Indeed, all modern channels gained share, while traditional grocery retailers saw continued decline in 2019.

Beiersdorf active with new introductions, private label offers potential

In April 2019, Beiersdorf launched a new line of sun protection products for sensitive skin under the brand name Nivea Sun Sensitive Immediate Protect. The launch was heavily promoted and had a positive effect on Beiersdorf’s sales within sun care that year, with a marginal value share gain.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to see negative growth of 13% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 4% rise forecast in 2019 constant value terms in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within sun care

Most sun care categories are expected to see double-digit negative growth in 2020. This will be largely due to consumers ceasing purchases as a result of reduced spending power and lockdown restrictions.

Recovery and opportunities

As social interaction and activities outside the home resume, demand for sun care is set to rebound over the forecast period. With spending power constrained, however, price-sensitive consumers are expected to demonstrate continued interest in cheaper mass products and private label offerings.

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