Sun Care in Sweden

PROSPECTS

Concerns over skin cancer and wrinkles boost sales

Growing demand for healthier, safer and more effective sun protection drove sales during 2017. Large media outlets such as Svenska Dagbladet in 2017 and Expressen in 2016 have published articles covering the risk of skin cancer due to sun exposure, thus fuelling interest in sun protection.

Higher SPF products fuelling growth

Growing demand for healthier, safer and more effective sun protection drove sales during 2017. Many large media outlets such as Svenska Dagbladet in 2017 and Expressen in 2016 published articles covering the risk of skin cancer via over exposure and use of lower levels of SPF protection.

Self-tanning projected to remain most dynamic area

Self-tanning continued to post strong growth during 2017 and is projected to be the most dynamic area during the forecast period. Concerns over sun exposure, along with a desire to look tanned, are driving demand for self-tanning.

COMPETITIVE LANDSCAPE

Pharmacy brands outperforming conventional alternatives

Pharmacy brands posted good growth during 2017 due to growing trust in these products, with many media outlets regularly posting articles on sun protection performance. Pharmacy brands generally perform well, with more consumers purchasing these products at the expense of both mass and premium sun protection products.

Evy Technology posts strong growth

Evy Technology sun protection continued to post good growth during 2017, after receiving strong recommendations for its performance and advanced formulations from numerous media outlets. The brand is also attracting consumers with its transparent and light mousse, with many Swedish consumers preferring to avoid a thick white cream which can stain clothes or slowly be absorbed.

Quality, product development and recommendations key to growth

Sun care players offering safe and healthy products which offer good effectiveness are expected to perform well over the forecast period. Also, more advanced innovations such as lighter textures which offer non-whitening, water resistance, and long-lasting effects, are also projected to show strong sales growth.

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