Sun Care in Estonia - New Study Released

From: Fast Market Research, Inc.
Published: Tue Jun 24 2014

In comparison with other categories in beauty and personal care in Estonia, sales of sun care remained moderate in 2012. This was the result of the relatively cold and rainy summer in Estonia during 2012, which led to much lower demand for sun care products. Nevertheless, due to unit price increases and the stronger preference for more expensive brands, no decline was recorded in retail value sales of sun care. In addition, many Estonians eagerly exploited the few sunny days during summer 2012 to sun bathe, meaning that demand remained strong, albeit more concentrated. Moreover, rising public awareness of the potential dangers of overexposure to direct sunlight led to stronger demand for sun protection products in Estonia during 2012. Nevertheless, it should be noted that increasing numbers of Estonians are afraid of the potential dangers posed by some of the synthetic ingredients contained within the most popular sun care products.

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Competitive Landscape

Beiersdorf continued to lead sun care in Estonia in 2012 with a retail value share of 22%. Beiersdorf provides the most popular sun care brand in Estonia, Nivea Sun, which is available in various formats. Thanks to the company’s strong focus on promoting its sun care brand, many Estonian consumers are now firmly of the belief that Nivea Sun is a brand which offers excellent quality. In addition, Beiersdorf also offers the dermatological/pharma sun care brand Eucerin, which is mainly available in chemists/pharmacies outlets in Estonia.

Industry Prospects

Growth in sun care is set to remain positive during the forecast period. This is set to be thanks mainly to the fact that the awareness of the importance of protecting one’s skin from the potential harm of the sun continues to increase among the majority of Estonians as maintaining healthy skin remains a very important consideration. Nevertheless, the performance of several sun care categories is likely to remain variable during the forecast period as consumption of sun care is extremely seasonal and tends to depend on how sunny and warm the weather in the country is during summer. Nevertheless, the anticipated improvement in the performance of sun care in Estonia over the forecast period could also be prevented by the rather difficult economic conditions which continue to prevail in the country. In addition, as increasing numbers of Estonians receive more information about the potential dangers of some of the synthetic ingredients included in their favourite sun care products, demand could be compromised to a certain degree. Nevertheless, these dangers remain marginal in comparison with the fact that direct overexposure to the sun could potentially pose a much greater threat to human health due to sunburn and skin cancer.

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