Sun Care in Turkey

PROSPECTS

Age-related products feature in sun care

One of the hottest trends in sun care is the popularity of multifunctional products combining the powers of SPF with anti-ageing properties. In addition to offering protection from the potentially damaging effects of the sun, additions like anti-ageing ingredients increase the demand for wrinkle-proofing facial sunscreen.

Sun protection still offers growth potential

Despite being the most established type of sun care in Turkey, sun protection retains the potential for good growth in the forecast period. Turkish consumers are increasingly aware of and educated on the health risks associated with exposure to the sun without adequate protection.

Major challenge for sun care players

The need for safer and more effective sunscreens with fewer and more natural ingredients remains a major challenge for sun care manufacturers in Turkey. Companies increasingly work on optimising UV delivery systems and improving the photostability, efficacy and wash-off resistance of active ingredients.

COMPETITIVE LANDSCAPE

Nivea Beiersdorf leads from L’Oréal in sun care

Nivea Beiersdorf was the leading player in sun care, with Nivea Sun, in value share terms in 2018. This brand offers a range of recognisable and trusted product line, which benefits from the established presence and popularity of the Nivea name in this and other categories.

Private label increases penetration

The difficult economic conditions in the country offer fertile ground for the deeper penetration of private label consumer goods in Turkey. This potential is apparent in sun care, which has witnessed an increasing number of private label products in the market to cater to the growing demand for such products from a consumer base that is increasingly aware of the need to protect themselves from exposure to the sun.

Wide advertising of sun care products

In Turkey, sun care products are advertised mainly via beauty magazines and in retail outlets, where they are actively promoted by sales staff. Word-of-mouth advertising by bloggers has also became a popular marketing tool in sun care.

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