Sintesi

The global sunscreen market, having experienced steady growth with a 9.8% average increase in the past, faced challenges in 2020 due to the COVID-19 pandemic which led to an expected 8% decline in demand as lockdowns minimized the need for sun care products. Despite this, the market is expected to recover and grow by 2% in 2021, driven by heightened UV levels due to climate change, increased public awareness of UV dangers, and shifts toward bio-conservation and eco-friendly products. Italy, a key player in the sector with over 22,000 firms in the industry and a strong exporter with over €900 million worth of skin care products in 2018, saw a dip in both imports and exports in 2020. Nonetheless, with Italians becoming more sensitive about skin protection and the environment, innovation is key, with over 7% of turnover reinvested into R&D and more than 5,000 patents filed in Europe over five years for sun-care products. These innovations include high-tech, eco-sustainable solutions that consider environmental impact, with some traditional sunscreens harming marine ecosystems..**Sunscreen Market in Italy: Embracing Tradition and Innovative Trends** In Italy, the sunscreen market is both significant and dynamic, with an average growth hovering around 9.8% over the past decade. This market stands as the largest within the body care category, accounting for nearly 26% of the sector's share, demonstrating the essential role of sun protection in the lives of Italian consumers. The year ending in September 2020 saw this growth moderate slightly to 2.8% in value with an increase in volume of 3.6%, crossing the 11 million units sold mark. Despite a projected decline of around 8% due to the unprecedented impact of the COVID-19 pandemic, the market showed resilience and the potential for a rebound with an expected growth of around 2% in the subsequent year. Italy's performance on the international stage remains robust, with exports of skin care products including sunscreens reaching between 850 and 950 million euros in 2018. Domestically, the peninsula harbors over 22,000 firms engaged in the production and distribution of sun-care products, with Lombardy leading with over 3,000 firms, followed closely by Rome and Naples with more than 1,700 each. The market's structure benefits from the country's commitment to research and development, which exceeds 7% of annual revenue. In the face of climate change and heightened UV levels, the market is poised for growth, stimulated by European intellectual contributions amounting to 5,000 patents in sun-care product innovations. The global market forecast for sunscreen presents a heartening picture, with an anticipated valuation approaching 11 billion USD by 2024. This growth is spurred by heightened public awareness of the dangers of UV overexposure and the resultant health risks, such as melanomas, that come with it. Consequently, Italians have incorporated sunscreen into their daily lives, with women making up a significant percentage of regular users. The Italian landscape indicates a relatively flat growth in body product consumption between 2018 and 2019, with deodorants leading followed by sunscreens. Despite minor fluctuations, sales of sun care products have been consistent, suggesting an underlying stability in consumer needs. In the realm of international trade, Italy boasts a positive balance with a coverage rate well over 100%, reflecting a nation that exports more than it imports in this sector. The pandemic, however, cast a shadow over the trade figures for 2020, influencing both imports and exports negatively. COVID-19's impact on consumer behavior was.### Key Players Shaping the Sun Care Industry Landscape The sun care market encompasses a multitude of companies, varied in scale and market influence, yet all contributing to a dynamic and competitive environment. The key players in this industry are recognized not only for their product offerings but also for the innovative and sustainable practices they adopt. **La Roche Posay** is a formidable contender in the sun care arena, famously known for their Anthelios range of sunscreens, which cater especially to individuals with sensitive skin. Their products, such as the Anthelios Ultra High Protection Fluid, are highly regarded for providing robust protection against harmful UV rays. La Roche Posay is also credited for emphasizing on dermatologically tested formulations that offer high SPF without compromising on skin health. **Garnier Ambre Solaire**, another leading brand, offers a diverse product line that ranges from the Protective Milk for everyday use to the Advanced Sensitive range and the specialized Sun Cream for Children. Their emphasis lies in providing products that are suitable for a wide range of consumers, including formulations aimed at protecting the delicate skin of children. **Avene** stands out for their pediatric sun care, acknowledging the heightened sensitivity of children's skin. Their Solare Latte Bambino Spray exemplifies their commitment to gentle yet effective protection, as it is formulated to shield young skins from sun exposure with high SPF ratings and skin-soothing ingredients. **Australian Gold**, with products like their Lotion and Sun Gel, addresses consumers seeking a natural approach to sun care. Their formulations often include organic ingredients, catering to an audience that values environmentally responsible products that align with a more natural lifestyle. **Bionike Defence Sun Baby & Kid** reinforces the market's attention to pediatric sun care. Bionike's focus on hypoallergenic formulations without preservatives, fragrances, and gluten caters to the niche of children and adults with sensitive skin or specific allergic concerns. **MyKAI** and **Suntribe** represent the surge in desire for sustainable and eco-friendly sun care options. They have been proactive in addressing environmental concerns, such as the impact of sunscreen on coral reefs. Their products are often marketed as 'reef safe,' aligning with the current trend toward environmentally conscious consumerism. **Piz Buin** and **Hawaiian Tropic**, both widely recognized in the sunscreen market, continue to maintain customer loyalty through their traditional but time-proven sun care offerings. Piz Buin's Allergy range is tailored for users with skin prone to sun-induced
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  • Ultimo aggiornamento : 25/06/2021
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1 Market overview

1.1 Definition and scope of study

Sunscreen refers to a cream or lotion that is applied on the skin to provide UV protections to the user. In more recent years this has been mixed with bronzing and/or hydrating products.

‘Body care’ makes up the second-biggest expense for Italian families (16.3%), and naturally sunscreen (and pigmentation products) falls under this umbrella, taking first place with a little less than 26% of the share. This market has been steadily increasing for the past decade, with a 9.8% average growth). In the year ending with September 2020 the growth was 2.8% and an increase in volume of 3.6% with a total of over 11.5 million units sold. This trend came to a halt in 2020 due to the COVID-19 pandemic (only products with certified UV protection). Forecasts for 2020 demonstrated an expected fall of 8%. Being a highly seasonal purchase, this market is expected to increase by 2% in 2021. In the peninsula, sunscreen and sun lotions make up more than 99% of this market, with bronzers and lip care making up the rest [Cosmetica].

Italy is a strong exporter of skin care products, reaching €900 million in 2018 (+9.5%), naturally sunscreen products make up an important part of this. On the national territory there are over 22,000 firms involved in the production, sale and bulk resale of sun-care products. According to figures from the Milan Chamber of Commerce there are 3.251 firms in Lombardy involved in this business. There are over 1809 in Rome and 1729 in Naples.

The sunscreen market is projected to grow, particularly considering increased UV levels in the atmosphere presented by climate change challenges. In the past 5 years in Europe 5.000 patents have been presented for sun-care related products. Over 26.000 collaborators work on this (researchers, biologists, chemists, toxicologists, doctors), in tens of centres across the continent. R&D investment in Italy tops 7% of revenue per annum. Recent tendencies in bio-conservation, organic products and recycled containers appear to keep this market stable and growing [WildItaly].

1.2 A Growing Global Market

Forecast of the value of the sunscreen market World, ****-****, in billion USD Source: ****

In ****, the world market was estimated to be worth *.** billion USD. It is a very dynamic and fast-growing market, driven upwards by increasingly sustained global demand.

This is due to the fact that individuals are increasingly aware ...

1.3 The Italian Market

The growth in the consumption of body products in Italy has been almost flat between **** and ****, +*.*%, and affected the overall trend of the market in **** with **.*% of total consumption, representing the second most important family of the Italian cosmetics market, after skincare.

The first category within the body products subcategory is ...

1.4 Imports and Exports

In order to analyze the trade balance of Italy for the sunscreen market we are going to use the HS commodity code ******: Cosmetic and toilet preparations, for the case of the skin (***).

Imports, Exports and Coverage Rate for HS Code ****** Italy, ****-****, in million USD and % Source: ****

From the graph above, ...

1.5 COVID-19 Impact

The most immediate and direct effect of the COVID-** pandemic on consumption of sunscreen and sun care product has been that of diminishing demand in the first phase of the county's lockdown, during which, being forced to stay in their homes, Italians needed less protection against the damaging effect of ...

2 Demand Analysis

2.1 Demand Characteristics

**% of Italians use sunscreen while the remaining **% do not. Of the first, **% are women. These percentages make sunscreens one of the personal care products mostly used in Italy [***].

In general, women are more diligent: they apply sunscreens more often (***) use facial sunscreens year-round or nearly.

Nearly one in three people believe ...

2.2 Demand Drivers

Most Italians, as we have mentioned, use sunscreen mainly when they expose themselves directly to the sun. That is, when they lie down in the sun with the intention of getting a tan. With respect to this, an important demand driver is the percentage of Italians who expose themselves to the ...

2.3 Consumer Profile and Consumption Habits

Generation

A survey conducted by OnePoll for eDreams, involving **,*** people from Italy, France, Spain, the United Kingdom, Portugal, the United States, Sweden and Germany, revealed the habits of sunbathing in these countries [***]. 

On the Italian front, the generational comparison shows a picture of the population of vacationers who are not very ...

2.4 New Trends in Demand and Seasonality

Italians are getting more and more aware of the damage that UV rays can have on their skin: this is why so many people choose to wear sunscreen all year round and above all never to expose themselves to direct sunlight or at least to do so at limited times and ...

3 Market structure

3.1 Market Structure and Dynamics

There are about ** thousand companies in Italy related to the cosmetics sector, between production, wholesale and retail, of which *,*** in Lombardy, +*.*% in **** in the face of a slowdown in the sector at the national level, according to data processed by the Chamber of Commerce on the business register. In Milan there ...

3.2 Production Process and Product Composition

Production of Sunscreen

The production process of a sunscreen can be long and costly, as the development of a new product can take up to ** years, and require * years of research for *** trials

This is due to the difficulty of finding the right balance between the various components, often numerous, in ...

3.3 Distribution Channels

 Among the traditional distribution channels, the ones through which sunscreen and sun care products are sold are:

Pharmacies Perfume Shops Large-scalre retail shops and other channels

Pharmacies dominate this sector as **.*% of the sales of the sector are done through this distribution channel, followed by Large-scale retail shops (***) [***].

Breakdown of sunscreen ...

4 Analysis of the offer

4.1 Offer Typology

Sunscreen products are cosmetic products designed and used to protect the skin from the action of sunlight. The market offers a surprising variety of sunscreen products suitable for the most varied needs and capable of responding to the tastes of each individual.

Types of Solar Formulations

Sun Oils: Solar oils can ...

4.2 Pricing

To have a complete overview of the pricing in this market, it is necessary to distinguish between different types of sunscreens:

The sunscreens chosen for the analysis are the best sellers and best reviewed on the marketplace  Amazon in ****.

From the table above, it is clearly visible how organic and children ...

4.3 Innovation as a Key Success Factor

In Italy, more than *% of turnover of sunscreen products is spent each year on research and innovation. In general, all over Europe in five years there have been more than * thousand patents presented, with more than ** thousand researchers, biologists, chemists, physicists, doctors and toxicologists. There are more than ** centers working on ...

5 Regulation

5.1 The European Cosmetics Regulation

Sunscreen products, like all cosmetics, are regulated by the European Cosmetics Regulation. This Regulation, however, is not the only regulatory reference. In ****, in fact, the European Commission published a "Recommendation on the efficacy of sunscreen products and related claims" with the aim of clarifying this field and simplifying consumer choices by ...

6 Positioning of the players

6.1 Segmentation

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La Roche-Posay
Vichy
Eau Thermale d'Avène (Pierre Fabre Groupe)
Piz Buin
Hawaiian Tropic
Australian Gold
MyKAY
Suntribe Sunscreen
Bionike

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