Sun Care in Thailand

PROSPECTS

Rising demand for baby and child-specific sun care boosts sales growth

As public interest in healthy living continues to grow, more consumers are expected to seek to prevent their children’s skin from being burned by the sun. It is becoming more widely known that it is vitally important to protect the skin of children from the sun’s harmful rays to reduce the chances of them developing cancer and other serious illnesses later in life and this is boosting demand for baby and child-specific sun care.

The association between white skin and beauty set to boost growth in sun care

With many Thai people automatically associating white skin with beauty, especially female beauty, there is strong potential for sales growth in sun protection over the forecast period. The desirability of pale skin is linked to the idea that dark skin tones are automatically associated with lower socioeconomic classes, specifically those who must spend a lot of time outdoors, for instance those labouring in fields.

Demand for premium sun care, including dermocosmetic sun care items, on the rise

With demand for sun care set to become increasingly sophisticated, consumers are likely to seek products that have a lighter texture, including water-based formulations, products in mousse format and even tinted sun protection products that can be blended and applied with skin care products. Products that contain fewer potentially harmful chemicals are also likely to be preferred as consumers usually use sun care products on a daily basis throughout the year.

COMPETITIVE LANDSCAPE

Beiersdorf Thailand Co Ltd maintains its leadership with Nivea Sun and Eucerin

Beiersdorf maintained its stronghold over sales of sun care in 201, mainly due to the very strong position of its leading brand Nivea Sun. In addition to steady demand for the brand’s core product range among locals and foreign visitors alike, Beiersdorf also continues to innovate, launching Nivea Sun Protect & Refresh Body Lotion SPF50 PA++++ during the second half of the review period.

Japanese and Korean brands become more popular in a fragmented category

Sales remain highly fragmented in sun care, with only leading player Beiersdorf able to generate a value share in excess of 5% in 2018. With so many brands competing for sales and share, it is necessary for companies to offer something unique and different to capture the attention of consumers and in this respect, Japanese and Korean brands tend to have an advantage.

Private label marches on as consumers appreciate the value that it represents

Many Thai consumers are highly value-conscious and with sun care considered to be an essential category by many, private label is the natural choice for many in the category. The widespread acceptance of private label sun care was pioneered by Boots, which offers the very popular Soltan product line in all of its Thai outlets.

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