MARKET REPORT: SUN CARE
BY CARRIE LENNARD,
Despite slip in global sun care growth,
demand remains, according to market research
firm Euromonitor International.
n Sun protection products accounted
for 85% of all sun care sales
n The idea of a correlation between
price and better protection from the
sun has taken something of a hit
in recent times.
n Other than protection, one of the
main selling points in sun care was
n Self-tanners saw value growth drop
by -4% globally 2008–2009.
n Asia represented 21% of world sun
protection sales in 2009; demand
for high SPF products and premium
brands is strong among affluent
consumers, who are looking for
n Global sun care is set to swell by
$1.3 billion 2009–2014.
Despite dwindling value growth in Western regions, there is till plenty of mileage le; in the sun care category, with fresh innovations, awareness of the
risks of sunbathing and growing demand
from emerging regions all helping to
maintain demand for sun care.
Sun Protection Accounts
for Lion’s Share of Sales
Sun protection products accounted for 85%
of all sun care sales in 2009, up from 84%
in 2008. Yet, despite consumers being more
aware than ever of the potential dangers of
the sun, value growth in sun protection fell
from 9% in 2007–2008 to 5% in 2008–2009.
;e key factor in the dip was the recession-induced trend for consumers in key
Western markets to become staycationers—
holidaying in their (o;en cooler) native
countries as opposed to ;ying abroad to
sunny climates. According to Euromonitor
Sun care growth
slipped to 5%
International data, the total number of
Trade Down to Private Label
leisure departures globally fell from
576 million in 2008 to 553 million in 2009.
Sun Care Impacts Industry
Buy one/get one free o;ers and consumers
trading down to less-expensive brands
and private label impacted sales in crucial
sun care markets such as the U.S. and
Germany, where the idea of a correlation
between price and better protection from
36 Market Report: Sun Care
GCI May 2010