Sun Care in Ukraine

PROSPECTS

Sun care will benefit from growing consumer attention to wellbeing and skin care

In 2017, sun care failed to realise its full potential due to poor summer weather, while sales of such products are typically highly seasonal, peaking during warm periods of the year. However, such products have attracted more consumers in recent years as Ukrainians have become increasingly receptive to healthy lifestyles and realise the importance of protecting their skin from harmful UV radiation.

Sun protection – the most demanded sun care product in Ukraine

Out of all sun care products with mass products dominating overall, the most popular type is sun protection. Ukrainians prefer sun protection to counteract possible problems with sunburnt skin.

New product development – a way to avoid cannibalisation by other categories

As protecting skin from the sun is expected to become increasingly common, sun protection faces the growing threat of cannibalisation from other beauty products. Products with UV protection properties are more widely offered in assortments of skin care and colour cosmetics thus minimising the need for sun care-specific products.

COMPETITIVE LANDSCAPE

Domestic companies lead despite losing share in 2017

In 2017, the domestic company Biokon MNVO TOV remained by far the biggest operator in sun care, satisfying consumer needs for such products through a wide assortment targeting both adults and children and appealing to consumers with a good price/quality ratio. However, the company’s position weakened over 2017, similar to another significant domestic player, Elfa Laboratory TOV.

Private label suffers from lack of unique offers

At the end of the review period, private label operators were active in expanding their assortments with multiple beauty and personal care products, including sun care. Consumers were tempted with such offers in drugstore chains in particular (eg Watsons, Eva).

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