Sun Care in Turkey

PRE-COVID-19 PERFORMANCE

Baby and child-specific sun care accounts for the highest volume share and sun protection under adult sun care accounts for the highest value share in 2019

In 2019, baby and child-specific sun care continued to account for the highest volume share and sun protection under adult sun care continued to account for the highest value share. Continuing to grow from a low base, premium aftersun products saw the highest value growth.

Protection against sunburn and skin cancer remain high priorities, but products combining SPF with anti-aging and anti-pollution properties are trending in 2019

Although the main target of sun care remains protecting skin from sunburn and skin cancer, multifunctional products combining the powers of SPF with anti-ageing and/or anti-pollution properties also continued to be a major trend in sun care in 2019. Premium anti-aging products such as Clinique Anti-Wrinkle Face Cream SPF30 and anti-pollution formulas such as Hawaiian Tropic Duo Defence Sun Lotion SPF30 and Shiseido Urban Environment UV Protection Cream SPF50 were increasingly present in sun care over the year.

Nivea maintain its lead in sun care overall, but L’Oréal and Laboratoires Expanscience’s Mustela brand gain more traction in 2019

In 2019, Nivea Beiersdorf Turkey maintained its leading value share in sun care with its Nivea Sun brand. 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 2019.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

The pandemic has had a strongly negative impact on both premium and mass self-tanning and the premium sun protection category. During home seclusion and other COVID-related disruptions such as to business and social travel there has simply been less demand for the always less essential self-tanning products from consumers that normally use them when going outside the home and when travelling.

Recovery and opportunities

In the short term, all sun care categories except for self-tanning and premium sun protection are expected to resume positive volume and constant value growth, as travel restrictions in place not only in Turkey but in other countries may continue to limit sales to tourists in 2020-2021. However, in general, sun care is expected to see strong value and solid volume growth over the forecast period in line with Turkish consumers’ greater awareness of the need for sun protection in everyday life, and not just for beach excursions.

Files are delivered directly into your account within a few minutes of purchase.