Sun Care in Taiwan

2021 DEVELOPMENTS

Sales remain impacted by home seclusion but new demands are influenced by changing lifestyles

In Taiwan, the pandemic intensified in 2021, leading to the introduction of Alert Level 3 from mid-May. With the government actively encouraging the public to not leave their homes unless necessary, sun care sales were significantly impacted for a second consecutive year, especially as the latest restrictions coincided with the beginning of the summer season.

Refreshing, brightening, and finishing effects have become the focus of consumers choosing sun care

Beyond the impact of the pandemic, many consumers of sun care tend to base their purchasing decisions on the feel of the product after application, ensuring a refreshing and non-sticky, comfortable feeling, in addition to reducing white cast after perspiring. The typical high temperatures of the summer season in Taiwan, especially when consumers needed to leave their homes in 2021 when wearing a mask, meant that light and non-sticky sun protection was essential, choosing a tinted sun protection product that allowed them to dispense with additional cosmetics such as foundation/concealer.

Ocean-friendly sun protection gaining attention due to increasing awareness

Ocean-friendly sun protection has become a global concern in recent years. Although there were no third party certified standards or labels at the end of the review period in place that signified the protection of coral reefs and marine ecology, Pacific Island Palau started to ban the carrying or sale of sun care products containing ingredients harmful to coral reefs starting in 2020, while Hawaii's law, effective from January 2021, prohibits the use of two sun protection ingredients, benzophenone and octyl methoxycinnamate.

PROSPECTS AND OPPORTUNITIES

Aftersun with daily skin care properties has potential to emerge

Protection from the sun’s effects is essential for the health and moisture of the skin, as prolonged exposure and burning can lead to redness, peeling and itchiness, which means that the skin has been damaged. Aftersun did not have a relevant presence in Taiwanese sun care at the end of the review period, with consumers using skin care products to moisturise, rather than seeing the need to purchase another single-function product that is perceived as being solely for use after being in the sun.

Increasing awareness of harmful exposure to digital screens set to boost demand for anti-blue light function in sun care

Greater exposure to digital screens due to home seclusion and remote working has raised awareness of the need to protect the eyes and skin from potentially harmful blue light, which is divided into visible light and invisible light. While many consumers are aware of UVA and UVB light, blue light is visible light with a wavelength of about 400 to 450 nm.

Humidity, strong sunlight and drastic climate change to boost demand for sun protection for sensitive skin

Demand for sun care in Taiwan is predicted to improve over the forecast period in line with greater mobility outside of the home and the greater likelihood of a return to travel as the threat of the pandemic wanes, although retail volume sales are predicted to remain below 2019 levels by 2026. While many consumers concerned about protection from the sun are likely to choose mass brands that they deem to be adequate, those suffering from serious skin complaints such as atopic dermatitis find the summer season to be particularly difficult, because not only is the climate in Taiwan hot and humid, but the strong sunlight can aggravate the issue.