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Published on April 17, 2008

This summer will be another hot season for swimwear and sun block.

The economic situation appears to be about the same as last year, and the political outlook seems to be heating up somewhat, although without major incidents.

"People want to go swimming, and colourful swimwear is always trendy," said Central Marketing Group (CMG) senior manager Chegchai Padungkarn.

Meanwhile, Suwannee Sritonyachote, commercial director of Beiersdorf (Thailand), which oversees the Nivea and Eucerin brands, said her products should do well, because more people were now fearful about exposure to strong sunrays.

But the sunglasses market is more subdued. Players in this area expect growth to rise only slightly. The current slowdown and cloudy political outlook seem to be making consumers cautious, said Better Vision Group managing director Pakee Pracharktam.

The firm, which distributes 30 global brands, expects many shoppers to shop abroad. More people will travel to nearby places like Malaysia and Hong Kong for bargains, because imported goods cost less there.

Meanwhile, Pumin Nilluang, consumer-goods manager at Diethelm, which oversees seven brands of sunglasses, said all brands should try to reach their target group of customers. They should also be familiar with their customers' spending behaviours.

Shoppers today are drawn to health products, and the use of sunglasses fits this trend, because they can protect wearers from harmful conditions, Pumin said.

This year, the competition is in designing more colourful products, but the emphasis remains on branding and providing protection from strong ultraviolet rays.

Many new brands, such as Tom Ford, have recently entered the local market. Pricing is also becoming competitive, with more high-end brands reducing prices to undercut middle-range products.

In the market for sun block, an early hot season has also spurred sales. Many brands have launched new creams and are educating shoppers about the need to protect themselves from strong sunlight.

"Nivea recently launched a new product called Whitening Immediate Sun Protection 5 in 1, in which users apply sun block right before going outdoors instead of having to wait 30 minuets before doing so for the cream to become effective," Suwannee said.

Nivea's Eucerin focuses on protection over a long period.

The sun-block market is expected to rise at least 20 per cent, she said, exceeding last year's growth by 10 per cent.

Suwannee said the market has more room for growth, because only 20 per cent of local consumers now used sun block. She expects more people to buy her products once they learn about their benefits.

The Bt2-billion swimwear market is another area that holds bright growth prospects. CMG's Chegchai said the growth rate for swimwear could be as high as 30 per cent this hot season.

Sales were up only 15 per cent year on year during last year's hot season.

The high-end segment is estimated to be worth Bt200 million. Elle, Speedo, Guy Laroche, Triumph, BSC, Streamline, Jantzen and Arena are major players in this segment.

They will be focusing more on two-piece outfits like spaghetti-strap dresses with shorts and more colourful swimwear.

Thus, the fashion segment could grow more significantly than pure swimwear, said Kittinun Panichakrai, managing director Bangkok Athletic, which carries Arena products among other brands.

"The trend the past two years has been for local shoppers to be influenced by Western travellers. The segment for two-piece swimsuits could grow 20 per cent year on year," he said.

Younger shoppers show a preference for this style, he said. Bikinis are also becoming more popular, but many women are still too conservative about wearing them.

Swimwear accessories like beads should also sell well this hot season, he said.

Nitida Asawanipont

The Nation