Boston, MA -- (ReleaseWire) -- 06/13/2014 -- Public health campaigns designed to raise the awareness of the dangers of overexposure to the sun among the Austrian population and extensive media coverage of these dangers have led to a heightened state of awareness of the importance of using sun care products among the Austrian population. The heightened risk of skin cancer due to exposure to UVA and UVB rays as well as the higher risk of skin ageing has deterred many Austrian people from sunbathing as well as supporting growth in sun care products. The marketing activities of the leading manufacturers in the category have been successful in capturing the attention of vast numbers of Austrian consumers and increasing the incidence of impulse buying of sun care products among the Austrian population.
Sun care in Austria was led by Beiersdorf during 2013 with a value share of 38% due to the strength of its Nivea Sun brand. Nivea is highly trusted among the Austrian population and enjoys high levels of consumer credibility. Nivea is considered to be a superior quality brand which offers strong value for money. In addition, Nivea continues to appeal to modern Austrian consumer through innovative new product launches. During 2013, for instance, Beiersdorf launched Nivea Sun Protect and Fresh in spray format with menthol. This is a waterproof and non-sticky product which, according to the company, has a cooling effect on the skin.
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Demand for sun care in Austria is determined largely by the prevailing weather patterns and therefore the frequency with which Austrian people purchase sun care products during the forecast period is set to depend to a large extent on the prevailing meteorological conditions. In addition, the widespread consumer cautiousness regarding sunbathing is likely to intensify due to extensive media coverage and widespread government information campaigns highlighting the health risks which are caused by overexposure to the sun. This is likely to support consumer demand for sun care during the forecast period, although demand is expected to shift towards products with lower unit prices. As a consequence, sun care is expected to decline in value by 3% in constant 2013 terms over the forecast period.
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