Sun Care in the Czech Republic

PROSPECTS

Increasing demand for high SPF products (SPF30 and SPF50+)

Whilst the majority of consumers focus on tanning during the summer, there are a rising number of people who increasingly travel abroad all year around; thus, growing concern about the potentially negative effects of prolonged exposure to the sun has led to growing demand for higher SPF products. This is especially true when it comes to children and facial products, with consumers insisting on a minimum of SPF30.

Improvements in ingredients, formats and textures contribute to value growth

Demand has been rising for more effective ingredients, convenient applications and light textures in sun care. There are a large number of sun protection products in the marketplace which have failed to live-up to their SPF claims, which is leading to some consumers to opt for higher-performance brands.

Mass sun care products are set to continue to dominate

Whilst mass brands remained the most popular in 2018, premium brands saw somewhat stronger growth. Consumers seem willing to spend more money on high-end products if they cannot find a suitable alternative amongst the mass offering.

COMPETITIVE LANDSCAPE

Private label and promotional deals play an important role in sun care

Sun care in the Czech Republic sees widespread private label lines and price discounts compared with other countries in the region. Private label is therefore gaining share, through continuous improvement of its content, certification and dermatological testing.

Beiersdorf leads sun care through innovation and strong advertising

Beiersdorf continued to lead sun care in value terms in 2018, profiting from the strong popularity and availability of its Nivea Sun and Eucerin brands, which are available via the vast majority of health and beauty specialist retailers, as well as grocery retailers such as supermarkets, hypermarkets and discounters. The company also strongly focuses on providing affordable mass products and advertises them via conventional channels such as TV, radio and print media, as well as social media and brand websites.

The growing threat from skin care

Sun care is starting to feel the impact of direct competition from a variety of different categories in skin care and colour cosmetics. For instance, BB/CC creams increasingly include SPF protection, which makes them direct competitors.

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