Sun care products in Western Europe stagnated over 2012-2017, which was mainly due to the maturity of the category. The growth of the biggest sun care markets Italy, the UK, France, Spain and Germany continues to have a positive influence on value sales. Moreover, increased tourism and product innovation, with the use of technology to appeal to younger consumers, is driving growth within sun care. Key players L’Oréal and Beiersdorf continue to lead the market.
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Sun care in Western Europe stagnated over the 2012-2017 period, which was mainly due to the maturity of the category. Italy, the UK, France, Spain and Germany are the biggest markets for sun care.
Consumers increasingly spend holidays in their own country or safe holiday destinations. This has a positive effect on the value sales in leading countries including Italy, the UK, France, Spain and Germany.
Digitalisation and technology continue to play a growing role in consumers’ lives, and this is closely linked to health. Moreover, with the proliferation of apps in conjunction with skin care brands, it is seen as an engaging way to interact with the consumer and create a unique experience, while having a positive effect on value sales.
Sun care products in most Western European markets are still most commonly purchased via hypermarkets/supermarkets or drugstores and chemists. Trust in a brand and habit of use are the two main decisive factors in the purchase of sun care products.
Top companies such as L’Oréal and Beiersdorf continue to lead the market. They benefit from their portfolios and heritage brands. Their growth is supported by the growing popularity of their dermocosmetic brands, such as La Roche-Posay and Eucerin, respectively.