The sun care industry in India is booming, and brands making sun care products can gain significantly from it. Here is how. There has been a significant growth in the sun care market in the last five years. In fact, between 2019 and 2024, the number of sun care products launched has risen by 20%, as per Mintel Global Product Database.
The main driver for this phenomenal growth is increased awareness amongst consumers about the harmful effects of UV radiation. Many brands are creating campaigns about the same and educating people on different social media platforms about the need to include a sunscreen ritual as part of their daily routines, says Tanya Rajani, Associate Director of Beauty and Personal Care (India), Mintel.
Brands have been innovating regarding textures and product formulations as consumers demand non-sticky products. Thus, the sun care segment in India is now changing from conventional cream and lotion formulations to newer textures.
According to Mintel data, the lotion and cream formulations have seen a 74% and 50% decline since 2019, while there has been an interesting rise in newer textures like jelly and gel, with products like sunscreen sticks, mists, and sprays becoming popular. In addition, online retail mediums like e-commerce have also made sun care more accessible to everyone, especially in Tier II and III cities, along with the increasing disposable income, urbanisation, and a shift towards personal grooming.
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Data from the Mintel report in 2024 shows that, though there has been a rise in sun care products. Only 21% of users look for SPF levels while buying products, and instead, they are more focused on the pricing, skin-friendly ingredients, and skincare benefits. Rajani feels that brands should invest in increasing awareness about the significance of SPF and the right way to choose a product. They should also inform consumers about the need for regular application and how to integrate these products into their daily skin routines.
Another challenge pointed out by Rajani is about product differentiation. With most brands boasting SPF 50, consumers might not have brand loyalty and would switch products based on pricing. This could prove to be a massive hurdle for brands. Thus, they should now focus on developing differentiated sunscreen formulations instead of concentrating on the SPF number.
She added that 64% of respondents in a consumer research said that brands advocating additional skin care benefits, like improvement in skin health, etc, can be a great product differentiator. Additionally, ingredient transparency with authentic product reviews and certifications would be another viable way to make products stand out and enhance purchasing decisions.
