Sun Care in Slovenia

PROSPECTS

Sun care to return to growth

Sun care is unique in beauty and personal care, as it is highly seasonal and dependent on the weather. Long, sunny summers lasting from June to early September lead to relatively stable sales, and Slovenia has a moderate climate.

Sun protection to remain the most popular product

Sun protection remained the most popular product in sun care in 2018, led by SPF30+ products, and is set to remain so over the forecast period. Premium products represented only a small share of sales, albeit with slightly stronger retail value growth than mass, as they are regarded as overpriced by most consumers, while mass products are winning consumer trust.

Traditional alternatives remain available

Traditional alternatives to sun care products are available in Slovenia the most popular of which are beer, coconut oil and olive oil. Olive oil has a long tradition of production in Slovenia and remains popular as a sun care product amongst the older generation due to its smoothing and tanning effect when applied to the skin before sun exposure, although the substitution effect for sun care products is marginal.

COMPETITIVE LANDSCAPE

Competition intensifies

Beiersdorf improved its retail value share in sun care in 2018 due to its umbrella Nivea Sun brand, which has global recognition amongst consumers, who are already accustomed to using the brand for other skin care needs. Moreover, Nivea Sun is supported by highly visible advertising campaigns and promotional activities, teamed with regular new product launches and frequent price discounts.

Private label continues to take share

Private label achieved steady growth in sun care over the review period as consumer trust in retailers’ own lines increased. The most influential amongst these retailers is dm-Drogerie Markt, with a wide beauty and personal care portfolio, including the SunDance line in sun care, which has gained a strong presence in the low/mid-priced segment.

New product developments and marketing support sales

Frequent discounts and price promotions are expected to support manufacturers’ and retailers’ efforts to increase sales over the forecast period. Mass products have benefited from visible advertising activities, unlike their premium counterparts, which are mostly promoted in beauty specialist retailers with promotional gifts, as well as in pharmacies with price discounts and new product introductions.

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