After a decline in demand in the previous year, sun care sales rebounded in both volume and value terms as pandemic-related restrictions were eased and more consumers went on holiday during the summer of 2021. Growth was also in line with Turkish consumers’ greater awareness of the need for sun protection in everyday life, and not just for beach excursions.
Although the main aim of products in the category remains protecting the skin from burning, damage and skin cancer, additional benefits such as anti-ageing properties are increasingly demanded. High to moderate SPF protection ranges form 30 – 50 also continue to grow in popularity in general.
In 2021, Nivea Beiersdorf Turkey maintained its leading value share in sun care with its Nivea Sun brand and saw share gain. The company is the leading player in adult sun care with Nivea Sun and ranks first in baby and child-specific sun care on the strength of two brands: Nivea Baby Care and Nivea Sun Care Cocuk Gunes Sutu, which ranked second and third in that category in 2021.
Sales of sun care are expected to recover more fully over the forecast period, in both volume and value terms, outperforming the review period performance. With the normalisation of social conditions from 2022, the number of consumers going on summer holiday is expected to increase, which will benefit category growth.
Manufacturers are expected to shift to natural oil ingredients, including coconut oil and jojoba oil, such as Incia 100% natural sun cream which contains jojoba oil and tamanu oil. With the rising inclination of millennial and generation Z consumers towards natural sun protection products, such products are expected to record further growth during the course of the forecast period to 2026.
The value share of private label brands should continue to increase over the forecast period as they are cheaper and regarded as just as effective as other branded products. Affordable prices will be increasingly important to Turkish consumers in a time of declining purchasing power due to unemployment and soaring inflation.
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Understand the latest market trends and future growth opportunities for the Sun Care industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.See All of Our Definitions
This report originates from Passport, our Sun Care research and analysis database.
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