Sun Care in Ukraine

PROSPECTS

Sun care benefits from extra attention to healthy skin

Sun care generates moderate value sales in Ukraine since its sales are highly seasonal with summer the core period. Sales are difficult to predict as apart from the seasonality, demand for sun care also depends on how hot and rainy the weather in summer actually is.

Category witnesses growing competition from skin care and colour cosmetics

The consumer desire for better protection for the skin is captured not only by sun care manufacturers but also companies offering other beauty and personal care products, especially skin care and colour cosmetics. At the end of the review period, assortments of facial skin care with SPF, foundations and powder with SPF etc were growing widely.

Innovations to drive sun care going forward

Similar to other beauty and personal care products, sun care consumption is sensitive to new product development. Ukrainian consumers react well to innovations allowing for better skin protection from the sun (ie wider assortments of products with SPF50+), a wider range of application formats to choose from (eg oils, mists) and more convenient dispensers (eg sprays).

COMPETITIVE LANDSCAPE

Sun care only category with local player, Biokon, in the lead

Sun care is a unique category in beauty and personal care as it is the only one led by a domestic manufacturer, Biokon MNVO TOV. It boasts a wide assortment of sun care in all subcategories and for both adults and children with a good balance between price versus quality and effectiveness met.

Premium brands are gaining prominence

While during the crisis economy brands enjoyed major appeal, in 2018 and onwards standard and premium brands are gaining prominence. For example, pharma brands (eg La Roche-Posay) attract more consumers with their higher sun protection properties and added value.

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