The Italian market for suncare preparations is estimated at €360 million in 2008, up by 5% on 2007 and by some 22% on 2003 at current prices. Sales have increased thanks to sun protection products (up 20% on 2003) and after-sun products (up 32% on 2003), while self-tanners lost ground in 2007 and 2008.

Campaigns aimed at increasing consumer awareness towards skin damage caused by sun exposure have thus far proven successful. Sales of sun protection products with high SPF have registered the best growth rate. It appears that Italians are no longer looking for a tan at any cost, but are opting instead for intelligent sunbathing. Consumers will tend to choose a branded product over own-label as brands still carry a certain level of trust and are associated with higher quality and safety. Promotional activity therefore remains low as purchase is, in the main, not influenced by price.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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