Having risen by 20% since the beginning of the summer in drugstore sales, by 10% in traditional retail, sunscreen sales, estimated at over 12 million euros per year, are less affected by the economic crisis than sales of other seasonal products.
Although there is no decline on this niche for the time being, growth rates announced so far are less than half of what they were in previous years, when the market rose by as much as 80%. Whilst sunscreen sales remain on the rise, players in other sectors are less lucky. In retail, for instance, sales of air conditioners - another seasonal niche - follow the general downward trend experienced since the beginning of the year.
Supermarkets and drugstores set up shelves dedicated exclusively to sunscreen products as early as April, but the sales peak is only reached in July - August. With holiday budgets significantly cut, company representatives say they have noticed a consumer preference for cheap products.
"The best-selling brands are the cheap ones," says Andreea Mihai, marketing manager at Carrefour Romania.
Carrefour budgeted a 30% sales rise on this segment, compared with last year.
"So far, sunscreen sales are on the rise, up by 8-10% in June against June last year (amid a similar number of stores)," added Mihai.
Drugstores, however, reported a higher rise, by 20% since the beginning of the year. Sensiblu, for instance, puts this advance down to the new products added to its portfolio, the improved shelf visibility and the special offers.
"In June Sensiblu set up mobile units for dermatological tests, where those interested could be examined free-of-charge by a doctor, who would determine the optimal sun protection factor and detect any prospective malignant skin growth. More than a quarter of the 1,000 people examined had dermatological problems," said Andreea Pata, senior brand manager of Sensiblu for non-pharmaceutical operations.
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