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 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.
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