Sun Care in Ukraine

2020 IMPACT

Strong declines for sun care in 2020 due to home seclusion and limited travel opportunities

The pandemic and subsequent lockdown and restrictions significantly restricted demand for sun care in 2020. In addition to restrictions on movement outside of the home, particularly impacting domestic travel during the spring, Ukrainians were also limited in terms of overseas travel, either through various border controls or caution regarding air travel with the virus still in circulation during the summer months.

Premium segment including dermocosmetics experiences positive growth in 2020

While mass products continued to dominate sales of sun care in 2020, there was a notable further switch towards the premium segment, with some consumers experimenting with more expensive, and perceived affective, sun care offered by multinationals. While domestic player Biokon maintained its overall leadership, it continued to lose ground to the likes of L'Oréal, which registered a significant increase in value share, in particular due to its dermocosmetics brands La Roche-Posay and Vichy.

Strong presence of local players but multinationals gain ground

Local players including leader Biokon continued to lose ground to multinationals in 2020 including L'Oréal, Beiersdorf and Yves Rocher despite rising price sensitivity. Nevertheless, Biokon still benefits from a wide assortment of sun care in all areas, for both adults and children, with a good balance between price versus quality and effectiveness.

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