The SPF Surge

While many people believe SPF is only needed on sunny days, consumer search trends indicate that our habits around SPF application are changing. Over the past three years, searches for “sun cream” in the UK have surged from 3.2 million in June 2021 to 4.6 million in June 2024, reflecting a 42% increase. While seasonal trends show consistent growth in searches during spring and summer, there has also been a notable rise in winter searches, with an impressive 80% increase from January 2021 to January 2024. These trends suggest a growing year-round awareness of the importance of sun protection, with SPF becoming a staple in everyday skincare routines and a vital aspect of modern self-care. But what’s driving this rise in interest, and how are leading beauty brands adapting to these changes?

The sun cream market is thriving with innovation, developing products that not only improve ease of application but also cater to specific consumer needs year-round. With men twice as likely as women to skip sun cream during the summer (31% vs. 15%), innovative products like Brush on Block Translucent SPF provide a great alternative to conventional lotions. This powder formulation prevents greasy build-up in men’s beards and can even be used to protect the scalp—an area often forgotten but just as vulnerable to UV exposure, even in cooler months.

Ease of application remains a key concern, especially for parents with young children or those who need to reapply SPF throughout the day. Brands such as Nivea have addressed this with roll-on sun cream for children, making it easier to ensure year-round protection for delicate skin. For those who wear makeup, La Roche-Posay has developed a face mist to top up SPF coverage throughout the day without disturbing makeup—perfect for maintaining UV protection in any season.

The sun care market is expected to continue its upward trajectory in the coming years, driven by brands diversifying their offerings and consumers becoming increasingly aware of the year-round benefits of SPF. With innovations ranging from SPF primers to setting sprays and powders designed for use over makeup, integrating sun protection into daily routines has never been easier, regardless of the season.

The growing variety of application formats not only meets rising consumer demand but also underscores the importance of sun care as a key element of modern beauty and health routines. As sun protection becomes synonymous with beauty, consumers have more options to keep their skin both safe and radiant, all year long. The future of sun care is bright, as SPF becomes a staple not just for sunny days but for every day.