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.
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.
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.
Sun care is predicted to strongly rebound once government restrictions are relaxed, which is likely to be in the second half of 2021 depending on the threat level of the virus. Domestic travel is likely to recover first, with various safety procedures in place such as a negative PCR test, while the ongoing vaccination programme in the country is likely to instil an overall greater sense of confidence amongst local consumers in terms of venturing outside of the homes for longer periods, such as going to the beach.
Value growth (at constant 2020 prices) is also predicted to outperform the forecast period at a more impressive rate compared to volume, as the average unit price is set to increase. This trend is likely to be linked to increasing interest in more advanced or natural formulas, evident pre-pandemic as consumers shifted towards products that also offered more skin care benefits such as greater moisturisation or anti-ageing.
As part of their strategies to address the huge losses of 2020, sun care brands are expected to intensity their presence with both online and mainstream advertising campaigns. While there may be some further price promotions in 2021 due to lingering price sensitivity to move product that is reaching the end of its shelf life, players’ longer-term strategy is likely to involve further education in terms of highlighting the damage caused by overexposure to the sun’s rays.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sun Care research and analysis database.
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