Sun Care in the Philippines

2020 IMPACT

Home seclusion and restrictions on movement significantly impact demand for sun care in 2020

Sun care was the most negatively impacted beauty and personal care category in 2020 as a result of the pandemic, and subsequent lockdown introduced by the government in an attempt to control the spread of the virus. Not only were consumers confined to their homes for significant periods of time during the year, but ongoing restrictions on movement and travel meant that Filipinos had limited need for sun care, with short journeys to grocery retailers for essential purchases not deemed worthy of applying sun protection.

Declining unit prices due to price promotions and discounting

Current value sales of sun care experienced even higher declines compared to volume sales in 2020 due to a significant drop in the average unit price as brands and retailers took to launching huge discounting campaigns in an effort to attract consumers, including buy-1-get-one-free in addition to an initial 50% off. Belo SunExpert’s performance, which experienced huge declines in value sales in 2020, can be partly explained by its drastic pricing promotions, where a product normally retailing for PHP750 could be purchased for PHP375.

Nivea Sun remains most popular sun care brand in 2020 despite loss of share to closes competitors

In line with the category’s weak performance in 2020, all major players within sun care experienced significant losses in value sales, including smaller players under “others” which still managed to gain share as consumers ventured online to search for more competitive prices.

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