Zeze Oriaikhi-Sao, Malée Founder09.27.22
Sun care and sun protection are becoming more popular and represent a growth opportunity in the African cosmetics marketplace.
Average sunshine in Africa ranges from 2,000 to 3,500 hours a year—underscoring the region’s lack of rainfall. The continent’s average UV index is 8 when measured using the sun index. The UV index is 10 for most of the continent.
Importantly, we know that skin cancer has been found to be linked to the skin’s inability to withstand melanocyte damage, which in the wrong combination, alongside DNA damage, can lead to melanoma.
Just one exposure to sunshine is enough to increase the chances of getting skin cancer. The more skin is burned in the sun, the higher the chances of contracting cancer. Thus, it is vital to make sun protection part of overall skin health. According to the worldwide cancer research organization, 80% of skin cancers are caused by overexposure to UV radiation.
The extent to which this knowledge impacts the African consumer and the African cosmetics industry, has evolved in recent years. An online study undertaken by Taylor & Francis on the South African consumer revealed that the perception of the risk of skin cancer, knowledge of skin cancer and the understanding of the importance of sunscreens among South Africans are the leading factors that influence skin cancer incidence in the country.
General skin cancer knowledge is lacking. This is seen in the incidence, survival and mortality rates of skin cancer on the continent. According to that report, “White South Africans are seeing growing numbers of melanoma incidents while the Black South Africans are only seeking help at the advance stages of the melanoma and have a higher mortality rate.”
At the time of writing, sun protection is considered one of the fastest growing skin care categories due to increasing global awareness of the impact and damage the sun can have on unprotected skin. According to a Statista study, “the use of sunscreen lotions in order to protect one’s skin against sunlight is a common and more than sensible precaution.”
According to Statista’s Sun Care Industry – Statistics and Facts study, the global sun care market will reach $10.7 billion by 2024. In recent years, UV protection ingredients have found their way into categories like color cosmetics in the form of color-correcting (CC) formulations, beauty blemish (BB) formulations and even hair care. No wonder, then, when taking all these categories into account, Statista estimates the global sun care market will top $24 billion by 2029.
Sun protection isn’t a new concept for Africans. Tribes like the Himba from northern Namibia have always used and formulated skin care for both beautification and protection from UV and other environmental factors.
Otjize, popularized by the striking image of an African woman covered head to toe in orange clay, is a paste that is a mixture of butter fat and ochre pigment. It is commonly used by the Himba people of Namibia to protect themselves from the harsh desert climate including the sun.
The African sun care market is dominated by multinationals such as L’Oréal, Procter & Gamble, Unilever, Shiseido and Beiersdorf. Most sun care formulas are sold in supermarkets and pharmacies. Still, there is room for smaller players. Local brands such as DermaFix and Skoon Skincare are responding to the savvy African consumer who wants simple, indigenous, naturally-inspired and advanced formulas.
Notably, African consumers are not only concerned about the impact of the sun on their looks, but they are also concerned about looking younger. As a result, sun care is expected to play an important role in beauty and skin care routines.
“The African population and the developing markets provide a huge platform for growth of the market,” according to a Mordor Intelligence report, Africa Cosmeceutical Market – Growth, Trends, Covid-19 Impact and Forecasts (2022 – 2027).
Skin care is a dominating segment and anti-aging as a sub-segment is expected to contribute maximum revenue during the forecast period.
A growing middle class, rising disposal income, increasing access to the internet and urbanization are driving demand, too. In fact, household consumption has increased faster than GDP. According to a Deloitte report, Africa is now the second fastest-growing economic region. Clearly, the African market is transitioning from resource exporters to consumer markets.
Africa’s emerging economies present exciting opportunities for retail and distribution expansion. More African consumers are willing to spend on beauty and health products. As they strive for even complexions, and tackle dark spots and hyperpigmentation, Africans are beginning to understand the detrimental effects that UV has on their skin.
Black African consumers are closing the wealth gap. At the same time, more consumers are demanding skin care products that deliver results and offer anti-aging and sun protection. From the African consumers’ perspective, knowledge is power and accessibility is king. The time is ripe for brands to take advantage of the opportunities in the market by offering products backed with the knowledge of the African consumers’ need for sun protection and sun care.
Average sunshine in Africa ranges from 2,000 to 3,500 hours a year—underscoring the region’s lack of rainfall. The continent’s average UV index is 8 when measured using the sun index. The UV index is 10 for most of the continent.
Importantly, we know that skin cancer has been found to be linked to the skin’s inability to withstand melanocyte damage, which in the wrong combination, alongside DNA damage, can lead to melanoma.
Just one exposure to sunshine is enough to increase the chances of getting skin cancer. The more skin is burned in the sun, the higher the chances of contracting cancer. Thus, it is vital to make sun protection part of overall skin health. According to the worldwide cancer research organization, 80% of skin cancers are caused by overexposure to UV radiation.
Skin Cancer Education Is Key
The extent to which this knowledge impacts the African consumer and the African cosmetics industry, has evolved in recent years. An online study undertaken by Taylor & Francis on the South African consumer revealed that the perception of the risk of skin cancer, knowledge of skin cancer and the understanding of the importance of sunscreens among South Africans are the leading factors that influence skin cancer incidence in the country.
General skin cancer knowledge is lacking. This is seen in the incidence, survival and mortality rates of skin cancer on the continent. According to that report, “White South Africans are seeing growing numbers of melanoma incidents while the Black South Africans are only seeking help at the advance stages of the melanoma and have a higher mortality rate.”
At the time of writing, sun protection is considered one of the fastest growing skin care categories due to increasing global awareness of the impact and damage the sun can have on unprotected skin. According to a Statista study, “the use of sunscreen lotions in order to protect one’s skin against sunlight is a common and more than sensible precaution.”
According to Statista’s Sun Care Industry – Statistics and Facts study, the global sun care market will reach $10.7 billion by 2024. In recent years, UV protection ingredients have found their way into categories like color cosmetics in the form of color-correcting (CC) formulations, beauty blemish (BB) formulations and even hair care. No wonder, then, when taking all these categories into account, Statista estimates the global sun care market will top $24 billion by 2029.
Sun protection isn’t a new concept for Africans. Tribes like the Himba from northern Namibia have always used and formulated skin care for both beautification and protection from UV and other environmental factors.
Otjize, popularized by the striking image of an African woman covered head to toe in orange clay, is a paste that is a mixture of butter fat and ochre pigment. It is commonly used by the Himba people of Namibia to protect themselves from the harsh desert climate including the sun.
The African sun care market is dominated by multinationals such as L’Oréal, Procter & Gamble, Unilever, Shiseido and Beiersdorf. Most sun care formulas are sold in supermarkets and pharmacies. Still, there is room for smaller players. Local brands such as DermaFix and Skoon Skincare are responding to the savvy African consumer who wants simple, indigenous, naturally-inspired and advanced formulas.
Sun Care Market Growth Opportunities
Notably, African consumers are not only concerned about the impact of the sun on their looks, but they are also concerned about looking younger. As a result, sun care is expected to play an important role in beauty and skin care routines.
“The African population and the developing markets provide a huge platform for growth of the market,” according to a Mordor Intelligence report, Africa Cosmeceutical Market – Growth, Trends, Covid-19 Impact and Forecasts (2022 – 2027).
Skin care is a dominating segment and anti-aging as a sub-segment is expected to contribute maximum revenue during the forecast period.
A growing middle class, rising disposal income, increasing access to the internet and urbanization are driving demand, too. In fact, household consumption has increased faster than GDP. According to a Deloitte report, Africa is now the second fastest-growing economic region. Clearly, the African market is transitioning from resource exporters to consumer markets.
Africa’s emerging economies present exciting opportunities for retail and distribution expansion. More African consumers are willing to spend on beauty and health products. As they strive for even complexions, and tackle dark spots and hyperpigmentation, Africans are beginning to understand the detrimental effects that UV has on their skin.
Black African consumers are closing the wealth gap. At the same time, more consumers are demanding skin care products that deliver results and offer anti-aging and sun protection. From the African consumers’ perspective, knowledge is power and accessibility is king. The time is ripe for brands to take advantage of the opportunities in the market by offering products backed with the knowledge of the African consumers’ need for sun protection and sun care.