Premium and prestige SPF products outperform as consumers trade up on sun protection
Social media, skincare trends and dermatologist advice reshape global SPF habits
London, UK – 22nd June 2026 – As awareness grows around the importance of daily sun protection following World Sunscreen Day in May, new global data and insights fromCircana show that sunscreen and SPF products are no longer just summer holiday essentials. Instead, SPF is increasingly becoming part of everyday skincare and wellness routines around the world
Globally, growing awareness of skin cancer, skin health, and premature ageing is helping turn sun protection into an everyday skincare priority rather than a purely seasonal purchase. Dermatologist recommendations, evolving skincare routines, and social media influence are also encouraging consumers to adopt SPF products more consistently throughout the year
Larissa Jensen, SVP Global Beauty Industry Advisor, Circana said: “SPF demand is becoming less dependent on sunshine and weather patterns, and more closely linked to preventative skincare habits, wellness culture and awareness of the cumulative effects of daily UV exposure, even during colder or cloudier months.”
Sun protection is becoming an everyday skincare priority globally
Retail sales data across Circana’s global markets is already reflecting changing consumer attitudes towards SPF and sun protection
Australia
In Australia, which has the highest rate of skin cancer in the world, suncare sales have grown by almost +60% over the past four summers, rising from A$64.4 million in Summer 2022 to A$102.7 million in Summer 2026. Over the same period, average prices increased sharply, with price per unit climbing +35% from around A$11 to more than A$15
Unit sales have grown at a much slower pace than dollar sales, increasing by +18% over the same period, reflecting a shift towards higher-priced products and smaller pack sizes, alongside broader premiumisation and inflationary pressures within the category
Looking ahead, future growth is likely to be driven by innovation, regulated sun protection products, premium formats, and smarter pricing strategies, as consumers become more selective about the SPF products they purchase
EMEA
Across Circana’s largest EU ‘Big 6’ markets (France, Germany, Italy, the Netherlands, Spain,and the UK) the total retail Sun Care category is now worth approximately €1.6bn ($1.8bn), with sales rising 11.6% year-on-year during the 52 weeks ending 29 March 2026. Growth was driven by continued consumer demand for sun protection and seasonal skincare products, with unit sales also increasing by +8% across the region.
The UK outperformed the wider EU6 market, recording +16.3% value growth and +11.5%unit growth over the same period. Brand-led products played a particularly important role in driving category momentum, contributing +69% of the total unit growth in the UK (+6.4 million units, €57.3 million or $68.0m) and +92% of the total unit growth in Spain (+1.8 million units, €28.2 million or $33.5 million) highlighting continued shopper demand for trusted and recognisable sun care brands.
Circana’s latest prestige beauty sales data from leading department stores, beauty specialist retailers and e-commerce channels across the UK and Europe shows that prestige ‘In-SunSPF products in the EU Big 5 markets (UK, France, Germany, Italy, and Spain) grew +20% in value during the first quarter of 2026, despite this typically being one of the least sunny periods of the year. The figures highlight growing year-round demand for premium sun protection products.
Across Europe’s prestige beauty market overall, prestige sun care generated €239.7 million in sales during the 12 months ending March 2026, up +17% year-on-year, with more than 10.2 million units sold. Facial SPF products were among the strongest-performing segments, with face sun care sales rising +26% in value over the same period
Dermatologist-led messaging, public health campaigns, and social media platforms such as TikTok and Instagram are helping normalise daily SPF use, particularly among younger consumers and skincare-focused audiences. The growth of K-Beauty, or Korean beauty, brands and hybrid skincare products is also accelerating innovation within the category, particularly in facial SPF
US
In the US, the total sun care category reached $2.7bn in value sales in the 12 months ending March 2026, up +6% year-on-year. Mid-range or ‘masstige’ SPF brands significantly outperformed traditional mass-market products, growing +23% and generated $323 million in value sales
US consumers are continuing to spend more on sun protection products, with average annual spend per buyer rising to $44.24, up +2% year-on-year, while purchase frequency remained steady at around three purchases per shopper annually. Average product prices also increased to $13.15
Mass retail is the leading channel for sun care sales in the US, followed by e-commerce, drug stores, beauty specialty retailers, and traditional grocery outlets
US prestige sun care sales also remained strong, reaching $774.9 million, up +11% year-on-year for the same period. Coinciding with shoppers becoming more ingredient-focused, the growth in mineral-based sun care is significantly outpacing that of chemical sunscreens
LATAM
Across Latin America, sun protection generated $76 million in sales during the 12 months ending March 2026, accounting for +9% of total skincare sales and growing +11% year-on-year. Mid-range and mass-market brands continue to dominate the category, with Korean and Japanese beauty brands helping to drive growth.
E-commerce remains the leading channel, accounting for nearly three-quarters of sales and growing five times faster than bricks-and-mortar retail. Despite increasing year-round awareness of sun protection, the category remains highly seasonal, with almost half (47%) of all sales occurring during the summer months
Sun protection sales in Brazil’s prestige retail market reached $10 million in the same period, growing +12% year-on-year and outperforming the wider skincare category. While mid-range and mass brands sold within these stores accounted for most of the sales, prestige brands grew the fastest, driven partly by Asian beauty brands
Digital retail is also playing an increasingly important role in the category’s growth. In Brazil, online sales accounted for 63% of prestige SPF sales and grew three times faster than physical retail stores
China
In China, the prestige suncare category generated $287 million in e-commerce sales during 2025, accounting for 3% of the overall prestige skincare market. Despite its relatively small share, suncare was the fastest-growing prestige skincare segment, with sales increasing +32% year-on-year. Growth was driven by strong demand across the country’s leading online marketplaces, Tmall andJD.com. Purchasing remains highly seasonal, with May and June representing the peak months for sun protection sales.
Jensen concluded: “Although seasonality still influences demand, evidence increasingly points towards SPF becoming a permanent part of consumers’ daily skincare routines rather than a reactive summer purchase.”
Notes to Editor
• World Sunscreen Day takes place annually on 27 May and aims to raise awareness around the importance of sun protection and skin health
• Australian data is based on Circana household shopper panel insights, representing a sample of14,000 Australian households up to 19 April 2026. Seasonal analysis is defined as Summer (December–February)
• UK data based on Mass Suncare data 52 w/e 28 March 2026
• US data based on Complete Beauty, 12 months ending March 2026
• LATAM data relates to prestige retail sales only, 12 months ending March 2026. Summer is Dec-Mar for South America and Jun-Sep for Mexico
• China data accounts for e-commerce sales only in 2025.
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana’s Liquid Data™ technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy.
Learn more at https://www.circana.com/
Media contact
Marcus Edgar
Associate, Eureka Communications
e.marcus@eurekacomms.co.uk
m: AUS +61 (0)404 644 292 – UK +44 (0)7810 876 077
