While the consumption of sun care products has been closely associated with travelling in previous years, the Coronavirus (COVID-19) pandemic accelerated a shift towards domestic tourism that had begun before the onset the public health crisis. In 2020 and 2021, the reduction in demand for sun care products related to dried up international tourist flows was more than compensated by rapidly growing domestic tourism.
Sun care has also become increasingly affected by growing consumer interest in dermocosmetics and clinically proven personal care, especially skin care, products. While Swedish consumers are well aware of the risks associated from overexposure to the sun and not using sun care products, many also remain sceptical of the effectiveness of aftersun and sun protection items.
Meanwhile, self-tanning continued to enjoy strong demand in Sweden at the end of the review period. Consumption in 2021 was propped up by expansions and innovation that took place in 2020.
The shift in travel patterns forced by COVID-19 had been long in the making before the outbreak of the public health crisis in Sweden. There has been growing interest in domestic consumption and tourism, and such patterns are set to last even after the COVID-19 crisis comes under control and fades.
With growing consumer awareness of and interest in the proven clinical effectiveness of personal care products, sun care is expected to come under increasing scrutiny from an increasingly sophisticated and demanding Swedish consumer base. Sun care is predicted to become increasingly affected by developments in the associated category of skin care, with both personal care types competing for in-store presence and consumer attention.
During the forecast period, self-tanning is expected to continue to see attention paid to and attempts at renewal. In this vein, more smaller domestic players and influencer brands are set to tap into the category in Sweden, with international tourism still affected by COVID-19 and growing geopolitical and economic uncertainty.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sun Care industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.See All of Our Definitions
This report originates from Passport, our Sun Care research and analysis database.
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