Sun Care in Sweden

PRE-COVID-19 PERFORMANCE

Consumers more aware of the need for sun care

The significant attention paid to extreme weather conditions, as well as the tangible effects of the drought and unusual heatwave of 2018, has helped make consumers aware of weather as a factor directly impacting health and wellness, fuelling consumer demand for sun care products. As long as consumers perceive weather to be unusually warm or sunny – regardless of whether or not this is the actual case – interest will remain high.

Environmental concerns give rise to ecological, organic sun care

Despite rising awareness of the need for adequate sun protection among consumers, environmental concerns are dampening category growth potential. These are being triggered by the toxins and micro-plastic content found in sun care products, which are causing consumers to become more wary of product claims.

A brighter moment for premium self-tanning

Following some years of declining consumer interest in self-tanning products, a result of mass self-tanning products being perceived as poor in quality and using them being regarded by large parts of the Swedish population as an indication of poor taste, several retailers have begun pushing premium self-tanning varieties. This is deemed a way of responding to growing consumer concerns about the negative health effects of natural tanning.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of sun care are now expected to fall by 9% in 2019 constant value terms, in light of the impact of COVID-19. This contrasts with the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

The largest category, mass sun protection, is set to record the steepest volume decline in 2020 as consumers have been unwilling or unable to go on holidays given the effects of COVID-19 on businesses and travel in addition to the health dangers. However, premium sun protection, having posted healthy volume growth in 2019, is likely to see a slightly larger reversal in fortunes than mass equivalents given that more consumers buying sun protection in 2020 will trade down given the loss in purchasing power.

Recovery and opportunities

With many people targeting 2021 for their next main holiday, especially abroad, sun care is predicted to rebound strongly in that year. In the meantime, demand will start to normalise as the number of COVID-19 cases in the country fall and Swedish society re-integrates.

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