Protection emerging as No.1 sun care trend 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.

“Consumers are now becoming more educated on the dangers of sun exposure and are seeking higher SPF products – and are willing to spend more to get this,”​ explained Paula Flores, senior research analyst.

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.

However, despite protection being a key factor in sun care, Flores maintains that the challenge will be to convince the consumer to use these products more regularly and see off competition from the broader skin care market with products such as foundation, now offering SPF.

“This has led to product developments in the sun care category – thick, hard-to-spread creams are long gone and manufacturers have been quite active in developing new formats such as spray,”​ she says.

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.

“We are seeing a rise in the number of private label products on offer, and a shift from premium to mass,”​ comments Flores.

The shifts are most noticeable in Spain, Portugal and Greece, where the weakening economic conditions have played their part.

“However, despite private label becoming more popular, it only accounts for eight per cent in value terms of the overall sun care market in Western Europe,”​ adds Flores.

Travel restrictions​

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​

Building on the success of last year’s first ever virtual event for the skin care market, Skin Care Ingredients will return in 2012, with a focused session on the latest developments in the sun care category.

Skin Care Ingredients 2012 will take place on June 13th 2012, focusing on the latest innovations and opportunities in the market.

Sun care is also a central theme for the upcoming in-cosmetics show in Barcelona, taking place on April 17-19, 2012.