Sun Care in Slovakia

PROSPECTS

Premium sun care products to gain popularity

Sun care had a strong year in 2017 – the category benefited from a warm and long summer. Sun protection products therefore grew noticeably as consumers opted for higher-quality products, particularly those offering a higher sun protection factor.

Aftersun products generate significant retail value growth

Aftersun was one of the best performers within sun care in 2017. This was thanks to consumers’ improving product awareness and overexposure to the sun.

Convenience and product efficiency to remain important

Easy and convenient product application was important to Slovak consumers, thus the spray format gained popularity. Cream/lotion was the most popular format of sun protection in 2017, which benefited from widespread availability, long tradition and consumer trust.

COMPETITIVE LANDSCAPE

Competition from skin care and colour cosmetics hampers growth

Sun care products faced competition from facial care products and facial make-up in 2017 (such as BB/CC creams or foundation) which were more often used to substitute sun protection products. Even during warm summer days when not directly exposed to the sun for an extended period of time, facial make-up was in general considered sufficient by most female consumers.

The role of price discounts set to decline

Price promotions and discounts played a significant role in 2017 due to the wide product offer that could be easily substituted. Value for money, perceived product quality and the sun protection factor were the key product features that consumers considered, favouring discounted products.

Private label products gain popularity in 2017

Private label products gained retail value share in 2017 mainly thanks to the rising popularity of Sundance (from dm-drogeriemarkt). This was because consumers opted for good value for money and because its products were successful in products tests, beating even some of the large multinational brands.

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