Sun Care in Singapore

PROSPECTS

Health and fair skin the key trends

In Singapore, skin cancer is the sixth most common form of cancer among men and seventh among women, according to the National Cancer Centre Singapore. As the number of cases increased over the review period, consumers have become very conscious about the damaging effects of UV rays and the importance of daily sun protection, which has helped to drive growth within sun care.

Sun care important but other options available

As Singapore has a tropical climate and many of its citizens are sports enthusiasts, exposure to the sun is unavoidable. Hence, consumers are always looking for effective sun protection products, such as Neutrogena's Cool Dry Sports sunscreen, which comes in both a spray and a lotion.

Gorwing focus on the need for baby and child-specific sun care

Baby and child-specific sun care remains a niche category in Singapore, but it continued to see healthy growth in 2017 with consumers becoming more aware of the dangers of using adult products on their children due to articles in the media. The California Baby brand of baby and child-specific sun care saw particularly strong growth in 2017 with it using natural and organic ingredients which are not tested on animals, are allergy tested and do not contain any harsh chemicals.

COMPETITIVE LANDSCAPE

Energizer retains lead but faces growing competition

Energizer retained its lead in sun care in 2017 with its popular Banana Boat range. In addition to the aforementioned Banana Boat Kids Sport range, the company also launched Banana Boat Dry Balance lotion and Clear UltraMist in 2017.

Nivea and Sunplay on the rise

Beiersdorf (S) Pte Ltd retained second place in the rankings with it continuing to launch new products such as its new Nivea UV Mist for Oily Skin, which is an ultra-light sunscreen with SP50+ which is anti-pollution, anti-shine and can also be applied over make-up. In third place, The Mentholatum Co Inc witnessed dynamic current value growth in 2017 thanks to the strength of its Sunplay brand.

Consumers show preference for mass products in drugstores/parapharmacies

With sun care considered an everyday product, most consumers do not see a need for premium sun care and thus mass products dominate. However, at the other end of the spectrum, there is no significant presence of private label, with consumers unwilling to risk their skin health on unbranded products, with Singaporean consumers generally more confident when using branded products.

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