Analysis of consumer behavior and case study of L'Oreal
Globally, the sunscreen market is divided as follows: self-tanners, the after-sun and sun protection. The global market for "Suncare" is growing rapidly. It has generated a total turnover of 3.8 billion in 2005, an increase of 21% over the period of 2001-2005.
In 2005, the sun protection sold the most, and contributed to 66.3% of market value with a turnover of 2.5 billion dollars (45.4% for France). The market forecasts for 2010 were an expected annual growth rate of 5% over the period 2005-2010 (3.1% for France). The market is expected to follow this evolution to $ 4.9 billion dollars by the end of 2010. The expected growth in these five years may amount to 27.7%.
The main actors in the global market as well as on the French market are L'Oreal. It is the leader with sales figures of $ 480.5 million dollars representing 12.6% of market value (43.7% for France). The second largest competitor is Beiersdorf (including 377 million dollars in sales is 9.9% of global market value). The third in the world is Schering-Plough (9.7% market share) while in France it is Clarins (5.2% market share).
Regarding the world market for solar products, hyper and supermarkets are the main distribution network (37.8% market share) followed by pharmacies and drug stores (17.8%). Conversely, the pharmacies and drug stores occupy the top slot in France (39% market share), followed by specialty retailers (27.2%).
One will notice that the market for dermo-cosmetic products is particularly solar concentrated. These market players have solar pharmacy positioning "health" by offering products with very high indices in order to emphasize the need to preserve its capital sun but also to increase the gap with the big deals dissemination.
However, even if the UV protection is the first expectation of the customer brands dermo cosmetic solar diversify more and more the texture of the products (fluid, soft, silky, fresh, transparent) to differentiate other distribution channels. These new pleasant ?dosage' offered by pharmacies enables them to continue to emphasize on protection while being a pleasure to use.
Marks dermo-cosmetic sun also play on the practicality, which is a factor in the use of solar products. In fact, like those of the general circulation all brands have built their range of sprays but not limited to the extent that technological advances mean that spraying systems now adapt to SPF50+.
Supermarkets are preferred for their convenience. People who do their regular shopping can take the opportunity to buy solar products at their own leisure.
Where as pharmacies, have the possibility to have an expert on hand to give advice on the right product to use. This is one of the reasons why 66% of women in Europe prefer going there for advice.
Buyers have become aware of the need to protect themselves from exposure to excessive sun through various awareness campaigns. The specific advice given at the pharmacy explains the consumer's interest in this place of sale.
In addition, free samples for testing products are also an explanation for the importance of this distribution channel. 35% of women surveyed in Europe go there for free samples. Sunscreen products are very well established in pharmacy and drugstores.
Tags: Sunscreen products, marketing and sale of the sunscreen product,importance of pharmacy as point of sale