Summertime is upon us, and with it the sunscreen business is booming (although of course year-round protection is vital). Spate, with expert insight from Symrise, dove into the trends and brands grabbing consumers’ attention and wallets, using Spate’s dashboard system that scans 20 billion search signals and 60 million TikTok videos, also comparing the convergence of the search point’s performances across both Google and TikTok. Using the average number of brand searches, they gauged the level of competition in the industry landscape.
Their findings: mineral sunscreen is leading the pack (also showing the highest rate of competition), followed closely by tinted and chemical options, showing a clear preference for filters most suited for sensitive skin. Nonetheless, consumers are still curious about the safety and efficacy of mineral versus chemical formulas.
The triple-digit boom in searches for water-based sunscreens and second-highest growth in balm formulas also indicate that customers want formulas that are lightweight, breathable, and wear well on the skin. More portable options in stick form (which is optimal for reapplication on-the-go) grew by over 25%. Especially those with mature skin are seeking out formulas that fuse sun protection with skincare benefits, as evidenced in the interest for SPF-containing moisturizers, with anti-aging focused brand Alastin having the second-highest year-over-year growth.
“We've observed a rising trend in multifunctional and hybrid sun care products, as seen by the introduction of SPF tinted moisturizers and hair sunscreen. New product launches are blending skincare benefits, such as vitamin C and niacinamide, typically found in serums or face creams, into sun care formulas,” Jennifer King, Director of Marketing, Symrise Cosmetic Ingredients North America, notes. “This trend enables consumers to access comprehensive skincare solutions in single products, whether in the form of primers, bronzers, serums with SPF, or lip oils with sun protection.”
In terms of brand preference, Neutrogena and La Roche-Posay were popular across both mineral and chemical formulations, indicating a degree of brand loyalty, especially to dermatologist-endorsed brands. For makeup-SPF-hybrid products, these medical pedigrees were less important, with Laura Mercier nabbing the top spot over Clinique (although just 200 searches shy of being on equal playing fields). K-beauty formulations are continuing the expansion of their fan base: Beauty of Joseon nabbed second place in the chemical sunscreen category, Tocobo witnessed a 420% increase in searches, and South Korean entrant Innisfree had the third-highest increase in search volume.
“The growth in searches for mineral and chemical sunscreens shows that consumers are evaluating each format whether for efficacy, safety, or white cast, for example. Ultimately, the growth in both options highlights the overall interest in sunscreen for many reasons, which could include preventing skin damage but also for reducing the risk of skin cancer,” Brian Kolman, Technical Manager at Symrise Cosmetic Ingredients North America, adds.
BeautyMatter rounded up the key statistics from the report.
Suncare trends (search volume, search increase, year-over-year growth)
Mineral sunscreen
Chemical sunscreen
SPF tinted moisturizer
Suncare brands with biggest search increase (search volume, search increase, year-over-year growth)
Suncare brands with biggest year-over-year growth (search volume, search increase, year-over-year growth)
The ongoing developments in suncare regulations, be it concerning reef safety or consumer safety, will be sure to continue to effect the market. "I foresee a significant shift in the future of sun care due to limitations in the variety of sunscreens available in the US and increasing regulatory challenges,” Kolman remarks. “As a response, there's a rising trend in the demand for SPF boosters to enhance sun protection efficacy as a result of the growing awareness of the importance of broad-spectrum protection, encompassing both UVB and UVA rays. This advancement reflects a commitment to providing comprehensive sun protection for healthier skin. Brands looking to support the consumer in the US should keep an eye on different boosters as regulations continue to change."
Spate concluded the report with a roundup of predictions for the year to come, including a more knowledgeable and discerning consumer; increased interest in a variety of sunscreen formats like sticks, tinted moisturizers, and powders; hybrid formulations; and the continued rise of K-beauty brands.
