Sun care recorded positive current value growth in 2017, but as a result of large average price increases rather than favourable volume growth. Sun protection remained the largest category in sun care, whilst the use of self-tanning was minimal, being purchased for special occasions such as outdoor parties and beauty pageants.
Demand for sun care products is restricted to middle- and high-income consumers due to high unit prices and weaker household budgets. Even so, Venezuelan consumers will continue to demand sun protection products, as beaches and swimming pools are major destinations throughout the year.
Mass products dominate adult sun care since penetration of premium products remains low for a number of reasons. On the one hand, premium adult protection is usually prescribed by dermatologist doctors, implying that consumers do not usually purchase these products without a doctor’s recommendation.
Multinational Beiersdorf maintained its leadership in sun care in 2017, albeit following a downward trend that started in 2015 when its supply began to fail. Beiersdorf is no longer offering its Eucerin brand or lip protection products, whereas it has maintained the availability of Nivea Sun.
During the review period, the category lost the presence of international brands such as Australian Gold, Banana Boat, Bioderma, Coppertone, Hawaiian Tropic and L’Oréal Solar Expertise. Also, new products for sun care face protection, which offer lighter textures and clear products like Cetaphil Daylong by Galderma, are no longer found in Venezuela.
Frequent shortages make it difficult to identify prevailing trends in terms of market positioning and segmentation. Although aftersun products are predicted to be available in the country, the category will continue to see limited possibilities for expansion as Venezuelans tend to use general purpose body cream as an acceptable substitute.
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This industry report originates from Passport, our Beauty and Personal Care market research database.