Like in many areas of beauty and personal care in the Philippines, there remained a long-standing trend towards sun care products with skin whitening properties. While consumers typically use SPF50 sun protection to help maintain a fair complexion, they also generally look for the added benefit of skin whitening.
As part of the burgeoning health and wellness trend consumers in the Philippines are spending increasing amounts of time outdoors taking part in physical activities and sports, which is helping to drive demand for sun care. The internet and social media, as well as marketing from players within sun care, has helped to increase awareness and education about the dangers of sun exposure and therefore consumers are now increasingly likely to use sun protection on themselves and on their children.
With disposable income rising there was an increase in the number of consumers travelling abroad for their holidays in 2018, with outbound departures seeing impressive growth. This was another factor behind the dynamic growth seen by sun care in 2018 with it also helping to support sales of travel-sized packs of sun care.
Beiersdorf Philippines Inc increased its lead in sun care in 2018 with its popular Nivea Sun and Nivea Sun Kids products continuing to perform well. Nivea Sun benefits from widespread marketing and promotion and strong distribution, while its products also have a reputation for effective sun protection.
Although Beiersdorf continued to lead sun care in 2018, local players also remained popular with these competing for customers through offering more affordable products. Belo SunExpert and Human Nature are both local brands which have been able to attract consumers through their widespread availability, good reputations in skin care and a strong social media presence.
As disposable incomes rise so do consumer tastes and this was also reflected in sun care in 2018 with premium sun care producer Laboratoires Dermatologiques Avene seeing one of the most dynamic growth rates. Its Avène Eau Thermale brand has successfully carved out a corner in the market with its products that target consumers with specific skin needs.
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This industry report originates from Passport, our Beauty and Personal Care market research database.