Sun Care in the United Kingdom

PROSPECTS

Consumer awareness of the dangers of sun exposure drives category sales

Sun care fared well in the UK over the last year, partially owing to unexpectedly high temperatures during the summer of 2018. As health becomes the new wealth and the volume of information available online increases, British consumers are ever more aware of the effects of UV radiation on skin health and appearance.

Premium achieves strongest growth, as consumers search for targeted products

As consumers prioritise skin care, demand has increased for targeted sun care products that go beyond simple UV protection. Consumers are leaning towards products with multifunctional ingredients and formulations, whether that is light protection, skin conditioning agents or tan activator products.

Concerns extend beyond UV rays

Innovation outside of UV protection is also increasingly at the centre of discussion, including topics such as blue light and high-energy visible light (HEV) protection, the notion of protecting against artificial light emitted by electronic devices. As dermatologists begin to explore these areas, and consumers increasingly become dependent on digital devices, we can expect to see further developments in years to come.

COMPETITIVE LANDSCAPE

Nivea and Garnier hold onto sun care leadership

Nivea Sun (Beiersdorf) and Garnier Ambre Solaire (L’Oréal) remain the leaders in sun care. Despite sales growing, the value share of these leading two players has been marginally eroded by competition from premium brands and discounters.

Competing in a polarised landscape

As premium brands look to enhance their products with increased functionality and added benefits, premium unit prices are being driven up. On the other hand, mass brands are driving unit prices down with more promotions and offers, whilst discounters such as Lidl and Aldi have won over the public’s trust.

Competition intensifies with the influx of skin care brands

Yet again, evidence ensues of the blurring line between health and beauty, as cosmetics and skin care brands expand into sun protection. With the positioning of their skin care expertise, these brands offer SPF products with added skin care properties, thus meeting the targeted products consumers are looking for.

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