After seeing growth for the last three years of the review period, in 2020 sun care turned to significant decline in both retail volume and current value terms. With tourism-related sales an important source of demand for aftersun and sun protection, COVID-19 had an immediate negative impact on sales, as Swedish consumers stopped long-distance holidays or travel to destinations for which such products are generally considered necessary.
The strongest retail volume and current value declines in 2020 were seen by self-tanning. As many consumers were more cautious with their incomes due to the economic impact of COVID-19, they were more reluctant to purchase non-essential products such as these.
Despite rising awareness of the need for adequate sun protection amongst consumers, environmental concerns are dampening the category’s growth potential. Concerns have been raised over the toxins and microplastic content found in sun care products, which are causing consumers to become more wary of product claims.
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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.
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This report originates from Passport, our Sun Care research and analysis database.
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