Over the forecast period, sun care is set to continue registering positive growth in line with what was seen in the category over the review period. The main reason for this is that Dutch consumers are increasingly aware of the importance of leading a healthy lifestyle and they are increasingly acting on such awareness.
2018 entered the record books as one of the hottest and driest summers in the history of the Netherlands. As 2018 saw Dutch consumers generally spending more time than they would normally expect outdoors due to extended periods of warm sunshine, this naturally led to positive volume and value growth for sun protection and aftersun products.
As the incidence of skin allergies and skin sensitivities is rising among the Dutch population, innovation surrounding these developments are likely to be subject to higher demand. While higher unit prices are set to be the likely outcome, consumers are expected to become increasingly willing to pay for products that promise to be milder on the skin due to the widespread trend towards healthier lifestyles and rising consumer confidence.
Most of the successful products in the majority of beauty and personal care categories are either directly or indirectly tied to the current healthy lifestyle trend. Manufacturers are employing marketing strategies that build on this trend, focusing on themes such as prevention and hygiene.
Private label is already quite popular in sun care and it is becoming more so, with the retailers that offer private label sun care taking full advantage of their privileged positions to maximise sales. One useful approach is to offer effective products at moderate prices and this appeals to less affluent consumer segments, for whom low unit prices are very important.
As in most beauty and personal care categories, promotional discounts and other forms of price discounting are important for sales of sun care. Indeed, in some cases, such strategies remain essential.
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This industry report originates from Passport, our Beauty and Personal Care market research database.