New Study: Consumers on the hunt for reef-friendly, anti-aging-focused sun care products
Veylinx, a behavioral research company, conducted a study focused on the behaviors of 1,609 consumers in the United States to figure out what they are searching for when it comes to daily sunscreen.
By testing consumer preferences and the willingness to pay for basic versions of popular sunscreen brands compared to versions enhanced with new benefits, the study uncovered that users are becoming more aware of sun protection and demanding an assortment that offers more than basic UV defense.
Products containing anti-aging benefits drive a 49% increase in demand followed by more than 33% searching for hydrating products. More than 23% are on the hunt for an option containing vitamin C—for which consumers are willing to pay more.
[Read more: Neutrogena preps for summer with Sport sunscreen launches]
While 71% of those surveyed admitted to enjoying moments in the sun, about 38% of participants admitted to never feeling fully relaxed when they are in the sun, which could be tied to 60% sharing that they burn easily and 41% expressing concern about skin damage from the sun.
When it comes to figuring out what sun care products shoppers are adding to their carts, 41% shared that they prefer Neutrogena, 38% opt for CeraVe, 35% pick up Coppertone products, 33% choose Olay, 17% shop Supergoop and 14% purchase Target’s Up & Up brand.
About 27% of participants opt for sunscreen options that are reef-safe, and are willing to pay up to 14% more, while only 16% chose a sustainable packaging option but are unwilling to pay more for it.
[Read more: La Roche-Posay broadens SPF portfolio with Anthelios UV Hydra launch]
Sunscreen usage is on the rise, with 30% of respondents sharing that they apply sun protection daily throughout the summer and 21% sharing that they apply at least five or six times per week. About 27% admitted to using sunscreen year-round and 32% only apply on sunny day during the summer.
Additionally, about 65% of consumers prefer an SPF greater than 40. Lastly, 42% shared that they are strongly influenced by family and friends when it comes to increasing sunscreen application and 35% shared that social media plays a role in how frequently they utilize and apply the product.
In conclusion, consumers are increasing their sunscreen application and 57% of those surveyed shared that they combine daily skin care routines with their SPF application by leaning towards moisturizers with built-in SPF. Others prefer a tinted foundation with sun protection or a sunscreen that is clear and formulated not to leave behind a white cast after application.
