LONDON – New global data and insights out today from Circana suggest that growing awareness of skin cancer, skin health, and premature ageing is turning sun protection into an everyday skin care regimen.
Dermatologist recommendations, evolving skin care routines, and social media influence also encourage consumers to adopt SPF products more consistently throughout the year.
“SPF demand is becoming less dependent on sunshine and weather patterns, and more closely linked to preventative skin care habits, wellness culture and awareness of the cumulative effects of daily UV exposure, even during colder or cloudier months,” says Larissa Jensen, senior vice president, global beauty industry advisor, at Circana.
Retail sales data across Circana’s global reflect changing consumer attitudes towards SPF and sun protection. In the United States, category sales in the 12 months to March reached $2.7 billion, up 6% year on year.
Mid-range or ‘masstige’ SPF brands significantly outperformed traditional mass-market products, increasing by 23% to $323 million.
Americans are spending more on sun protection products, with average annual spend per buyer up 2% to $44.24. Purchase frequency, however, remained steady at around three buys per shopper.
Mass retail is the leading channel for sun care sales in the United States, followed by digital, drug stores, specialty retailers, and traditional grocers, Circana says.
U.S. prestige sun care sales increased 11% to $774.9 million in the period.
And as consumers have become more ingredient-focused, sales of mineral-based sun care is significantly outpacing that of chemical sunscreens.
