Protection emerging as No.1 sun care trend in Western Europe
Sun care is fast becoming a key topic this year and as consumers become more educated on the potential dangers of sun exposure, protection has emerged as a key trend to drive the market in Western Europe.
Sales in the category remained resilient last year despite economic worries as consumers continue to associate tanned skin with a healthy appearance, but looking forward the hunt for products with a higher SPF has now become the priority, according to market analyst Euromonitor.
Within the category, sun protection now accounts for approximately 80 per cent of sales in most countries.
Opportunities for manufacturers
This presents manufacturers with vast opportunities. More and more consumers are seeking out products to deal with allergic reactions to sun exposure, meaning manufacturers can drive sales with added value products.
Shift in demand
The category is also seeing a shift in the products that are in demand. Sun care has had a good share in terms of premium products, but there is also quite a lot of polarisation.
The shifts are most noticeable in Spain, Portugal and Greece, where the weakening economic conditions have played their part.
Another development impacting the market is the travel restrictions placed on liquids at airports. Due to this, consumers are far more likely to buy products at their destinations.
Hot weather and tourism are key factors behind sun care performance, particularly in Spain and Italy who lead the sales in Western Europe.
However, the economy has taken its toll on these sales too, as travel rates have fallen over the last year, as more consumers opt to stay at home, rather than holiday abroad, according to Euromonitor.
Put it in your diary
Sun care is a central theme for the educational programme at the in-cosmetics show in Barcelona this year, which will include several presentations relating to the topic in both the Innovation Zone and the Marketing Trends programme.
Likewise, a special focus will be given over to sun care at this year’s in-focus segment. Entitled Solar Beauty, this will see the sun care theme incorporated into an array of elements throughout the event, including an interactive feature area highlighting the latest ingredient technologies.