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Sun Care in Germany

Germany Sun Care Market: New insights

After a very poor performance in 2013, sun care sales slowly picked up again in 2014. A 1% increase in current value terms generated total sales of €163 million, this still being €6 million less than in 2012. This can be attributed to the weather not being particularly favourable during the summer of 2014, thus resulting in slow volume growth, as well as the influence of private label.

Even though awareness and fear of negative effects caused by too much exposure to sunlight among German consumers keeps growing, driving them to seek better means and products to protect their skin, it also causes people to refrain from sunbathing altogether. In addition, trends towards a more natural look and even an improved complexion that can now easily be achieved by the use of several different products like BB and CC creams, for example, also impact sun care in more negative ways.

L'Oréal Deutschland manages to maintain its strong leading position in German sun care in 2013 covering an overall retail value share of 23% being able to increase value sales and shares alike. It's fairly wide product portfolio including trusted and popular leading sun protection and aftersun brand Garnier Ambre Solaire supports the company's positive development despite the increasingly challenging market conditions. The second strongest player in German sun care is innovation leader Beiersdorf which maintains about 15% value share, mostly supported by its brands Nivea Sun and Eucerin in sun protection.

While weather conditions, which sun protection products are fairly dependent on, are not really predictable, other trends impacting its future development in Germany like the still growing sophistication of German consumers as well as products of other categories like skin care, are. In order to choose solutions and products that provide additional values and benefits that respectively support their health and wellbeing, consumers are likely to pay closer attention to ingredients and specific features and functions of sun care products, too. So innovative solutions including natural or organic ingredients as well as including additional functionalities with rejuvenating or hydrating effects for example, are expected to perform well in this increasingly challenging environment.

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Sun Care in Germany

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