14 ANALYSIS
What is trending in the Indian sun care market?
n Rimpie Panjwani – Mintel, India
The usage of sun care products is at a nascent stage in India. Currently, the penetration of products is mainly among young consumers, and even then, usage frequency remains low.
While consumers claim to know the importance of using a sunscreen, Mintel research reveals that as many as 65% of consumers in India have not used any form of sunscreen. In fact, around a quarter say that they do not understand the terms used for sunscreens like sun protection factor (SPF) and PA, and the level of SPF that is best for them, respectively.
The same is happening globally; many consumers still do not know the ideal SPF they should be using, reapplication frequency, amount of product needed and many think aftersun products do the same job as moisturisers. For instance, Mintel research reveals that over a third of Chinese consumers rarely reapply sun protection throughout the day when they are outdoors, while two in five consumers in the UK are not sure what SPF level they should
PERSONAL CARE ASIA PACIFIC
wear in different conditions. There is an opportunity for companies to
provide in-depth yet easy-to-understand information about sun care at every touch point possible. Brands can look at educating consumers about the importance of sun protection and offer non-greasy, light sun protection creams to entice non-users in India.
Damaging elements beyond UV rays
Sun care products have traditionally focused on arming skin to battle ultraviolet radiation. However, blue light is a growing menace as ownership of digital devices in India increases. Consumers are being exposed to blue light daily, and this massive exposure is said to accelerate pigmentation and add more fine lines and wrinkles. In India, UV protection is not limited to a
sunscreen that protects against harmful sun rays. Even though sunscreen penetration is comparatively low in India, consumers do look for added UV protection benefits in
the skin care products that they purchase. Mintel research reveals that almost one in five Indian sun care users say that are interested in sun care products which provide blue light protection. With rising pollution levels across the
country, some skin care brands are already incorporating anti-pollution claims, but the sun care category seems to lag in this regard, as indicated by Mintel Global New Products Database (GNPD). The sun care category is most connected with skin damage, but incorporating anti- pollution and blue light protection claims has the potential to be well-received by consumers amidst the effects of modern lifestyle. These added benefits can elevate the appeal of sun care products and drive usage. That said, consumers who look for sun care innovations with multi-functional benefits will need to be assured that the primary function of sun protection is not compromised.
As such, companies and brands have an opportunity to rewrite the traditional anti-
November 2019
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