Suncare products are becoming increasingly popular with consumers. India is no exception. In a recent article, forecasting firm Mintel explains that product launches in this category have increased by more than 20 points between 2019 and 2024, and highlights consumer expectations.
When it comes to choosing a sunscreen, Indians pay attention to skin benefits, formulation and price. For them, SPF intensity is not a determining factor. “At the same time, local brands are stepping up their SPF promises. In 2024 alone, eight out of ten launches will claim SPF 50+ protection. While this trend is part of a global dynamic, it also entails a risk: the standardization of the offer,” analyzes Mintel. “The abundance of similar claims makes products difficult to distinguish. The risk is twofold: reduced brand loyalty and purchase transfers motivated solely by price. To stand out from the crowd, brands will have to go beyond mere numbers. The future will lie in concrete points of differentiation, such as skin benefits, galenic formulations and scientific backing.”
Focus on education…
According to Mintel, the reason why consumers pay so little attention to SPF is a lack of knowledge. “Despite the proliferation of high-protection products, consumer knowledge remains limited. By emphasizing education and real effectiveness in their communications, brands can strengthen the relationship of trust and, in the long term, change purchasing priorities.”
… and clarity
Transparency on SPF tests (in vivo, in vitro, ISO standards) will …
