Which sunscreens sell, where and how? According to Anais Mirval, Ingredients Analyst (Euromonitor) sunscreen manufacturers will have to adopt “opposing” strategies if they want to succeed in different markets, such as Latin America and Western Europe.
In 2012, the consumption of sunscreens in Asia Pacific was stronger than in Western Europe, Anais Mirval says. As the Western European sun care market is not showing any signs of recovery, this situation is set to be replicated in Latin America by 2017. Despite similar consumption patterns, sunscreen manufacturers will have to adopt “opposing” strategies if they want to succeed in both markets. In Latin America, efficacy will be key and sunscreens able to provide a high SPF in sun protection will be popular. In Western Europe, sunscreen manufacturers will have to focus on non-core categories, while offering a mix of sunscreens and ingredients with additional benefits to sun protection manufacturers, particularly in Southern Europe.
For further information
• See Opposing Strategies for Success in the Latin American and Western European Sunscreen Markets, by Anais Mirval on Euromonitor blog
