Sunscreen and skin protection products saw a surge in retail sales from 2021 to 2022, and the market is expected to grow by 7% in the next year, according to a new survey from Mintel.
According to the company’s research, 54% of those surveyed are using sunscreen more often than they were a year ago, and the main reason why according to 89% is to reduce the risk of skin cancer.
In addition, preventing the signs of aging due to sun exposure was another drive for an increase in sunscreen usage, with 69% admitting to using sun protection for this reason, an increase of 25% from the previous year.
“While overall sunscreen use has remained stable over the last few years, daily use among consumers is rising. Skin health has become a conversation across the larger BPC category in recent years as consumers place additional emphasis on their overall wellness and self-care routines. Sunscreen brands should look to incorporate ingredients, benefits, and claims traditionally seen in the facial skincare space to offer benefits beyond sun protection and anti-aging and prove value in daily routines,” said Carson Kitzmiller, senior beauty and personal care analyst at Mintel.
This explosion and demand in sun protection products meant that beauty and personal care brands were rolling out skin care products that included some level of SPF protection, as 57% revealed that they use personal care products that fall into this category on a daily basis.
“As BPC brands reformulate products and develop innovations to meet consumer desire for value and convenience, and to include in-demand skin protection attributes, like SPF and blue light protection, sunscreen players must look to incorporate additional skin beautifying and health benefits beyond sun protection to stand out in a competitive market,” Kitzmiller said.
Although there has been a surge in products that hydrate and protect the skin, according to Mintel, more than 4-in-5 Black sunscreen users admit to wanting more product options made specifically for their skin tones.
“The lack of sunscreen made specifically for darker skin tones plays a role in Black consumers’ limited engagement in the category. While brands like Coppertone and Dune Suncare have recently released inclusive formulas for a wider range of skin tones, brands that address blend-ability and white cast, and include messaging about clear formulas, will be better positioned to engage with a wider range of sunscreen and skin protection consumers,” said Kitzmilller.
Lastly, Americans between the ages of 25 to 44 years old report an above-average usage of skin protection formats, including 30% who use skin care products that protect from environmental aggressors.
“Multi-beneficial protection claims will become commonplace in the market as consumers increasingly scrutinize their products' claims and efficacy. Boding well for sunscreen players, broader protection in suncare will attract a wider consumer base and promote higher levels of usage and frequent reapplication, maximizing results and combating unwanted skin damage. To stand out in a competitive market, brands should look to highlight emerging protection claims, going beyond sun care and addressing holistic skin protection,” Kitzmiller concluded.
More than half of those between the previously mentioned aged are interested and willing to pay more for products that strengthen the skin to fight against urban pollutants and blue light.