The suncare market is continuously evolving at a fast pace. In 2024, the revenue generated by the US sun protection market stands at $2.05B, with this number expected to grow at a CAGR rate of 1.78% until 2028. Compared to other countries, the US currently generates the highest revenue in the suncare market globally. A recent study from behavioral research company, Veylinx, revealed consumer SPF preferences, emerging skincare trends, and information on the amount of money customers are willing to dig out for sunscreen. BeautyMatter outlines the key findings:

Seeking SPF

Veylinx studied consumer preferences and their willingness to pay for basic versions of popular sunscreen brands in comparison to conceptual sunscreens with enhanced benefits. The findings outlined a general growing consumer awareness of SPF benefits as well as an increasing demand for sunscreen products that offer more than the basic UV defense as audiences become increasingly ingredient savvy.

Increase in demand for added benefits included:

• 49% of consumers look for anti-aging benefits in their SPF products 
• 33% of consumers look for hydrating properties in their SPF products 
• 23% of consumers look for added vitamin C in their SPF products 
• 16% of consumers look for a clear SPF with no white cast

The study identified that consumers are looking for brands that combine SPF with other product formats for ease of use and convenience. 

• 57% of consumers choose moisturizer with built-in SPF
• Almost three-fourths of consumers use tinted foundations with sun protection

Sun Safety

The research found that terms like  “what does skin cancer look like” and “sunscreen” are being searched more than ever before in the US. This growth points to an increase in “sunxiety” (sun anxiety) among consumers, as well as a need for ongoing consumer education to give warnings of the risks of UV exposure and the benefits of year-round sunscreen usage. 

• While 71% of consumers cherish moments in the sun, 38% do not feel fully relaxed due to “sunxiety”
• Over 60% of respondents state they burn very easily 
• 41% of surveyors expressed concern for skin damage from the sun 

Upping Usage

With growing consumer interest in the benefits of SPF and concerns around the negative effects of too much sun, there is an encouraging trend of regular usage among consumers (but with room to grow). Word-of-mouth recommendations ever so slightly outpace social media suggestions when it comes to finding new products, with a majority of parents using the same products for their children as for themselves.

• 30% of respondents apply sunscreen during summer, and 27% use sunscreen all year round 
• 21% of consumers apply sunscreen five or six times weekly 
• 65% of consumers prefer sunscreens with SPFs above 40 
• 42% say friends and family have the greatest influence when it comes to learning about new sunscreen products, followed by social media (35%) 
• 29% of parents use a different sunscreen for their children

Brands and Benefits

The American population stays loyal to predominantly drugstore SPF brands, which included:

• Neutrogena (41%)
• CeraVe (38%)
• Coppertone (35%)
• Olay (33%)
• Supergoop (17%)
• Target Up & Up (14%)

Of the favorite brands, Supergoop with hydrating benefits drove the highest price point. Anti-aging products from Supergoop, CeraVe, and Olay saw the greatest demand over basic SPFs.

Sustainable Sunscreen

A subset of consumers are seeking out more sustainable and environmentally friendly offerings, with a particular focus on reef-safe items. 

• 27% of consumers choose reef-safe sunscreens 
• Of this number, 14% are willing to pay more for reef-safe sunscreens 

The report outlines that despite this growing interest in reef-safe offerings with sustainable packaging, there is still a higher demand for basic SPF than SKUs with these added benefits. 

• -1% of consumers look for sustainable packaging over a basic SPF 
• 17% of consumers look for reef-safe formulations over a basic SPF 
• Only 16% choose sustainable packaging where available, and these customers are not willing to pay more for this

Market Potential

As consumer interest in the SPF category continues to rise (and shine) there is an avenue for beauty brands to reap the revenue benefits. As outlined by Veylinx, shoppers are looking for more than just standard SPF offerings, and the opportunity lies within added skincare benefits, hybrid products, and reef-safe considerate options. Despite the increase of consumer attention, there is still space for further education surrounding sustainability and formulations, which beauty brands can push with innovative products and campaigns.