Kantar Worldpanel, global consumer behavior specialist, released the following market data for sun protection and tanning products:
Sunscreens and tanning products were present in 16.1% of Brazilian households from October 2016 to September this year, losing 2.1 percentage points of penetration. With this, the category is no longer bought by more than 900 thousand Brazilian households. In the period there was still a retraction of 0.4% in volume.
According to the information, however, the average of new buyers and repeaters showed high. With a stable frequency of 1.6 times a year, each household buys an average of 4.1 units and takes 141.1g each way to the point of sale.
At that time, the shopper has prioritized larger packages: the bulk of the market (57.4% by volume) is concentrated in products up to 130 grams, but are 131 to 200 grams which show growth (6.7% by volume ), associated with tubes, which grow 6.0% in volume and are 27.3% of importance.
“The South is the region that contributes most positively to the volume of the category, varying 18.5%, while the negative result of the total is driven, mainly by the Northeast (-18.7%) and the Interior of São Paulo (-23 , 8%), “analyzes Leonardo Calegaro, Account Executive Kantar Worldpanel.
Pharmacies stand out among the channels, with growth 22.9% in volume, but the category as a whole is impacted by the retraction of the door-to-door and traditional retail, which fall, respectively, by 17.6% and 24.4%.