Sun Care in Uruguay

PROSPECTS

Increasing awareness of sun damage

During the review period, consumer awareness of the dangers of sun exposure increased. The fact that the ozone layer above Uruguay is damaged means that Uruguayans are even more exposed to UV rays, especially in summer.

Growing demand among lower income consumers

Middle and high income consumers are the traditionally buyers of sun protection products, which are relatively expensive. However, in recent years, due to increasing awareness, continuous promotional programmes and increasing temperatures, low income consumers have also started to buy sun protection products.

Decreasing aftersun and self-tanning sales

Together with increasing awareness of potential sun damage, the popularity of self-tanning is falling. Consumers are becoming more aware of the dangers of sun exposure, with having a tan thus becoming less fashionable.

COMPETITIVE LANDSCAPE

Sun care remains highly competitive

Urufarma continued to lead sun care in 2017. The company was able to maintain its leading position thanks to the popularity of its Dermaglós brand, which is perceived as offering high quality.

Focus on new innovative products to attract consumers

All leading companies are forced to continuously fight for sales share in sun care by launching new products, offering increasing protection and improving ingredients. Moreover, products are also advertised via the media, especially during summer.

Companies to continue targeting sun care

Companies continue to focus on the large sun care area, where sales are much higher compared with aftersun and self-tanning products. Over the forecast period, leading companies are expected to remain unchanged.

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