Sunscreen and SPF products are increasingly becoming part of everyday skincare and wellness routines around the world, according to new global data and insights from Circana.

The market research company says 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.

Retail sales data across Circana’s global markets is beginning to reflect changing consumer attitudes towards SPF and sun protection.

The suncare category is evolving beyond traditional seasonal sun protection, says Circana, with consumers spending significantly more on sunscreen products and becoming increasingly selective about the SPF brands they purchase, prioritising quality, trust, and premium sun protection amid growing awareness around efficacy, safety, and regulatory standards.

Australia

Australia’s suncare market has grown by almost 60% over the past four summers, rising from $64.4 million in summer 2022 to $102.7 million in summer 2026. Over the same period, average prices climbed sharply, with price per unit increasing 35% from around $11 to more than $15.

Growth in the number of products sold has, however, been far more modest, says Circana, with unit sales rising just 18% over the same period. The market research company believes this suggests consumers are increasingly trading up to higher-priced and premium SPF products rather than simply buying more sunscreen overall.

Alistair Leathwood, Head of Media Analytics and Insights at Circana, says consumers are no longer just buying sunscreen based on price or convenience alone.

“Increasingly, consumers are looking for trusted, high-quality SPF products that deliver strong protection, particularly following the heightened public discussion around sunscreen standards and product performance,” he says.

“What we’re seeing is a shift towards value-driven and premium-focused purchasing behaviour, where brands are generating more growth from existing shoppers trading up into higher-value products rather than relying solely on attracting large numbers of new consumers into the category.”

Looking ahead

Mr Leathwood says future growth in the Australian suncare market is likely to be driven by innovation, premium product development, and smarter pricing strategies, particularly as shoppers continue to seek products that combine skincare benefits and trusted regulatory credentials.

“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,” he says.

“While premium body sunscreen products continue to drive value growth, facial SPF, lip protection, and hybrid skincare-SPF products are also reshaping broader consumer expectations around daily sun protection and skincare routines.

“The sunscreen compliance issue has also increased consumer awareness around what makes a legitimate and trustworthy SPF product. That means education, transparency, and confidence in product credentials are likely to become increasingly important alongside innovation and premiumisation.”