Inclination for sun protection drives Germany suncare market, says report

Inclination towards sun protection among Germans is the chief factor behind the growth of suncare market in the country, finds a new study by research firm Canadean – Health & Beauty.

According to the report ‘Consumer Trends in the Suncare Market in Germany, 2011’, sun protection segment has accounted for a significant 66% of overall market share in value terms during the year.

Out of the remaining two segments, self-tan stood second with 22% share and after-sun segment represented the lowest share of 12%.

Even in volume terms, the dominance of sun protection segment continued with close 70% of the market share, followed by self-tan at 18% and after-sun at 12%.

Overall and segment-wise, Germans were too keen to realise better value for money while purchasing suncare products during 2011.

This was justified when about 35% of Germans indicated that the trend of better value for money influenced their suncare product consumption.

Interestingly, the older consumers aged 55 and above were observed to be more cautious about their suncare – representing one fourth of the market share.

Among the educated group, upper secondary level consumers have topped the list with close to 33% of market value share, while affluentGermans lead the market among the wealth groups in 2011.

About 37% of Germans having more than seven hours of leisure time spent more on purchasing suncare products during the year, according to Canadean survey.

Germany suncare market also witnessed a moderate penetration of private label products and notable market share by urban dwellers during 2011.

Click here for more details of the report.