Sun Care in the Philippines

PROSPECTS

Category growth fuelled by consumers’ desire for fair skin

As in skin care and bath and shower, whitening products remained some of the most sought after by consumers in sun care in 2017. Being heavily influenced by Western culture and trends, Filipinos continued to desire fair skin, with this fuelling sales of products and services catering for this demand.

Outdoor lifestyles continue to support sun care sales

Over the review period sun care recorded strong current value growth as consumers increasingly spent more time outdoors, thus requiring ongoing protection from the sun. This remained a strong trend in 2017 as local and international events and festivals continued to attract consumers.

Increasing consumer sophistication benefits premium sun care

With the strong influence of social media on Filipino consumers’ daily activities, information is not hard to come by, especially when it concerns one’s health. For this reason, many middle- and high-income consumers who are interested in protecting their skin from the sun’s harmful rays continued to invest in high quality sun care in 2017.

COMPETITIVE LANDSCAPE

Local players compete via more affordable prices

Although sun care in 2017 continued to be led by the multinational Beiersdorf, local players competed for customers through offering more affordable products. Both second- and fifth-ranked Belo SunExpert and Human Nature are local brands which have been able to attract consumers through their widespread availability, good reputations in skin care and a strong social media presence.

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