Comfort and care
With sales of sun care products soaring by 58% during the four weeks to 13 June 2021, it’s vital to stay stocked up as more and more shoppers realise the importance of protecting their skin while out and about on home shores. Sustainable packaging is another major focus within this category, writes Gillian Hamill
22 July 2021 | 0
“Products in this category are purchased more on impulse/less planned than the average: 32% of all health and beauty purchases are unplanned (i.e. decided to buy the category only once in-store), whereas this is only 25% for the average FMCG category” – Shopper Intelligence
While the vaccine rollout continues, ‘staycationing’ at home is the way forward this summer, and although our temperatures won’t reach the highs of foreign shores, it’s nevertheless vital to ensure skin is properly protected against sun damage.
“Shoppers have more fixed brand preferences in personal care/health and beauty than average: only 35% say they like to try something new and different (the FMCG average is 44%). Those who plan to buy the category, are more likely to have a specific brand in mind (38% of them plan to buy a specific brand, whereas in the average FMCG category this is only 26%)” – Shopper Intelligence
“Summer definitely took its time this year, but Irish shoppers have now embraced the sunshine and stocked up on summer essentials,” says Kantar’s Emer Healy commenting on its latest grocery market sales figures during the 12 weeks to 13 June 2021. In fact, sales of sun care products soared by 58% compared with the previous month.
Sustainability within the category is an important focus for many shoppers. A recent study by Waterwipes, showed that nearly all parents surveyed (92%) said it is important to buy products that are eco-friendly. One in three (32%) also said they sometimes felt judged by other parents, as on occasions they bought baby products that were not eco conscious*.
“Shoppers are more open to paying more for quality (53% vs the FMCG average 49%)” – Shopper Intelligence
According to Samantha Dover, retail analyst at Mintel, “the beauty segment is driving the market, boosted by make-up and skincare trends. Many of the health and beauty specialists have reacted to these trends and as a result are capturing engaged BPC shoppers”.
Another interesting insight from Mintel is pinpointed in an US-focused article by Andrea Wroble, health and wellness analyst at Mintel. A holistic focus on wellness is guiding an approach within the retail health and personal care category, according to Wroble, which is helping retailers to differentiate themselves from traditional healthcare. “Retailers have the ability to guide consumer health choices or bundle products on-shelf to support both physical and emotional wellbeing,” she writes. “According to Mintel research on consumer trust in healthcare facilities, more than one in four adults say their trust in retail health clinics has improved since 2019, which aligns with the growing trend of retail health locations becoming more consumer-centric.
“To differentiate from traditional healthcare facilities, retailers are focusing on healthy living, preventive-care habits and top-of-mind health topics such as building immune system strength,” she continues. “By taking on the role of a wellness advocate, the retailer is positioning itself as a partner in managing concurrent health needs.”
*(Source: The survey was conducted by Atomik research amongst 2,003 respondents from the Republic of Ireland (500) and the UK (1,503). All respondents were parents of at least one child under the age of 5 years old. The research fieldwork took place between 7 January – 13 January 2021)
Stay safe in the sun
Sun safety is just as essential in Ireland as when you are abroad. The sun emits damaging UV rays year-round, even on cloudy days. As up to 80% of the sun’s harmful UV rays can penetrate the skin, it’s important that your skin is always protected from the sun’s UVA/UVB rays.
Dermatologists recommend using sunscreen every day, even in cloudy Irish weather, yet 17% of school children** and 28% of adults*** do not use sun cream in Ireland.
Fortunately, Nivea Sun, Ireland’s number one sun care brand*, is ideal for looking after your customers at home with these top picks for essential sun protection for the whole family:
Roll it on
The Nivea Sun Kids Protect & Care Coloured Roll-on SPF 50+ (RRP: €9.99) provides children with highly effective UVA/UVB protection wherever they go. With its child-friendly colourful handy roll-on format for easy and playful application, it is simple and quick to apply on the skin.
Nivea’s innovative formula works immediately and ensures reliable, highly effective UVA and UVB protection. A fast-absorbing, non-sticky formula also makes applying sunscreen fun for kids and the extra water-resistant feature ensures it will stay on.
Number one summer essential
The Nivea Sun Protect & Moisture Sun Lotion SPF 30 / SPF 50+ (RRP: €16.99) is a summer essential. It contains highly effective UVA/UVB filters for immediate protection and is suitable for all skin types.
The Nivea Sun Kids Trigger Spray SPF 30 / SPF 50+ (RRP: €21.59) makes sun cream application easy and fun for kids. The fun spray application is a simple and quick way to apply lotion to a child’s skin. They will be well-protected from the sun’s harmful rays as the gentle, yet effective formula provides immediate high UVA/UVB protection and is extra water resistant.
On the go
The Nivea Sun Protect & Moisture Pocket Size Sun Lotion SPF 30 (RRP: €6.99) provides highly effective UVA/UVB protection and protects immediately against sun exposure and long-term UV-induced skin damage. It’s important to reapply every two hours when spending time outside, so carry this pocket-size product in a handbag or pocket for easy on-the-go top ups!
Nivea Sun products are stocked in pharmacies and grocery stores nationwide. For more information, visit www.nivea.ie.
*(Source: Nielsen 52 w/e 27 Dec 2020)
Pioneering sustainable alternative
Global hygiene and health company Essity has launched a range of reusable menstruation and incontinence underwear offering consumers a more sustainable alternative to disposable products. The new Bodyform and Tena washable absorbent underwear ranges hit shelves from 15 June 2021 in Tesco stores and online on Tesco.ie
The Bodyform and Tena reusable underwear launches come at a watershed moment when the reusable market is diversifying, and consumers are actively looking for alternative sustainable products. Research shows that over 50% of women are now aware of the environmental impact of the period products they use, increasing seven-fold between 2016 and 2019*. Consumers also claim they are willing to spend up to 12% more for sustainable products**.
The new ranges of washable absorbent underwear offer eight hours of protection and come in a wide variety of sizes, colours and styles to suit the different needs of consumers. Available in Tesco stores and online from 15 June 2021, both products will provide consumers with an accessible and widely available sustainable alternative to single-use pads and liners.
“It’s no secret that we are all becoming more conscious of our impact on the planet,” said Nicola Coronado, Essity marketing director UK & ROI. “Our decision to launch Bodyform and Tena washable underwear aims to provide consumers with products they want to see, that are kinder to the planet, from brands they know, love and trust. As the world is becoming more conscious, and the reusable market continues to evolve at speed, we want to ensure the category is well equipped with forward thinking and diverse products, that provide the same, if not better functionality of those that already exist.”
Ella Daish, environmental activist and founder of the #EndPeriodPlastic Campaign, has supported the move by Essity having challenged the company to consider offering more sustainable options back in 2019.
Speaking about the launch, Daish said: “It is fantastic to see both Bodyform and Tena, big brands in the period and incontinence industry, leading the way in becoming more sustainable by launching reusable underwear. This is a hugely positive step that will help make green options mainstream and accessible to the masses.”
Essity experts have also worked collaboratively and transparently, alongside plastic pollution campaigning organisation City to Sea, part of the Women’s Environmental Network (WEN) discussing ways to bring more sustainable alternatives to the UK and ROI market.
Jasmine Tribe, campaigns manager at City to Sea who runs the ‘Plastic Free Periods’ campaign added: “For years now we’ve been lifting the lid on the hidden plastic in period products and campaigning to make it easier for everyone to have plastic-free periods. A big part of this is the mainstreaming of plastic-free and reusable products by making sure these are offered by consumers’ favourite brands. It’s great to see Bodyform and Tena responding to this challenge and launching their new range and we’d love to see other brands taking steps to remove plastic from their ranges.”
The underwear is available in sizes from small to extra-large, come in bikini, hipster and classic brief cuts and performance is guaranteed for a minimum of 50 washes.
*(Source: UK Feminine Hygiene And Sanitary Protection Products Market Report 2020, Mintel, February 2020)
**(Source: The Green Recovery Report, Essity, July 2020)