The use of suncare products has experienced a slight increase compared to last year and sits at 78% of Germans. Most commonly, consumers use SPF 30-49, followed by SPF 50+, emphasising how conversations around the dangers of sun exposure have been successful in warning consumers in recent years.
However, there is still work to do, as 65% of Germans agree that a moderate amount of sun exposure is healthy, and 51% agree that they should be applying more sun protection than they currently do.
A significant number of consumers only use sunscreen occasionally on their face (21%) or body (27%). To boost usage, provide them with targeted products and engage at occasions like sports events.
Parents are keen suncare users and are especially interested in how effectively suncare products protect from the sun. Price is less of a priority for them, and brands have the opportunity to reassure parents of the health benefits of their products.
Sunless tanning products or services are used by 30% of consumers and are gaining popularity. This growth reflects increased awareness of the risks associated with sun tanning, leading many to choose sun-free self-tanning alternatives. It presents an opportunity for brands to offer products that mimic the sun’s effects, such as mood-boosting benefits, without the harmful exposure.
Suncare brands can entice occasional users with suitable formats, reassure parents of health benefits and heighten tanning appeal through mood-boosting qualities.
Henrike Philipp, Research Analyst
This Report examines the German suncare market, including sun protection, aftersun and sunless/self-tanning. For the purposes of this Report, Mintel has used the following definitions:
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