Sun Care in Western Europe

Strategy Briefing

About This Report

Jul 2018

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

Sun care stagnating in Western Europe

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.

Adult sun care remains strong category leader across the region

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.

The use of digital technology has positive impact on value growth

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.

Highly concentrated distribution landscape

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.

L'Oréal and Beiersdorf remain regional leaders

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. 

Introduction

Scope
Key findings

Regional Overview

Sun care stagnating in Western Europe
Steady growth projected
Adult sun care remains strong category leader across the region
Baby and child-specific products gain growth in the UK and Italy
Strong growth concentration on Spain, Turkey and Portugal
Use of digital technology to have positive impact on value growth
Highly concentrated distribution landscape
Supermarkets, drugstores and chemists are key channels

Leading Companies and Brands

Intensifying market consolidation across the region
L'Oréal and Beiersdorf remain regional leaders
Top three companies aligned with biggest markets
La Roche- Posay increases by four places in ranking

Forecast Projections

Italy will continue to deliver the largest value gains
Higher temperatures and awareness of harmful UV rays growth drivers
GDP per capita is key driver for sun care growth in the region
Consumers increasingly demand multifunctional products

Country Snapshots

UK: market context
UK: competitive and retail landscape
Germany: market context
Germany: competitive and retail landscape
France: market context
France: competitive and retail landscape
Italy: market context
Italy: competitive and retail landscape
Netherlands: market context
Netherlands: competitive and retail landscape
Denmark: market context
Denmark: competitive and retail landscape
Austria: market context
Austria: competitive and retail landscape
Spain: market context
Spain: competitive and retail landscape
Portugal: market context
Portugal: competitive and retail landscape
Norway: market context
Norway: competitive and retail landscape
Sweden: market context
Sweden: competitive and retail landscape
Greece: market context
Greece: competitive and retail landscape
Belgium: market context
Belgium: competitive and retail landscape
Finland: market context
Finland: competitive and retail landscape
Ireland: market context
Ireland: competitive and retail landscape
Switzerland: market context
Switzerland: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models