Sun Care in Thailand

PRE-COVID-19 PERFORMANCE

Outdoor lifestyle trends drive demand for sun care in 2019

Outdoor lifestyles remained popular in Thailand in 2019, with more Thais participating in outdoor sports, extreme activities and travel. This supported demand for sun care as consumers became increasingly cautious about the potentially damaging effects of UV rays.

Sun care increasingly competes with alternative products

Sun care is increasingly witnessing competition from other products, such as skin care and colour cosmetics. Consumers are interested in the SPF levels in these types of products, which are often highlighted by manufacturers.

Beiersdorf Thailand Co maintains its lead with Nivea Sun and Eucerin in 2019

Beiersdorf Thailand Co maintained its stronghold in sun care in 2019, mainly due to the strong position of its leading Nivea Sun brand. In addition to steady demand for the brand’s core product range among locals and foreign visitors alike, the company also continued to innovate, launching Nivea Sun Protect & Refresh Body Lotion SPF50 PA++++ during the second half of the review period.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 11% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

Sun protection was the most popular product within sun care with the strongest volume growth in 2019, largely driven by the increasing popularity of travel and outdoor activities among both Thais and tourists to the country. As these activities are subject to strict restrictions during the COVID-19 epidemic, demand is expected to witness a significant decline in 2020, although mass sun protection will likely remain by far the most popular product within sun care as a whole.

Recovery and opportunities

Although sun care is expected to return to constant 2019 value growth from 2021 onwards, rates will be significantly lower than the double-digit growth estimated in our forecast during research conducted at the end of 2019 before the spread of COVID-19.

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