CHICAGO — Sunscreen and SPF products are increasingly part of everyday skincare and wellness routines as consumers around the world place greater emphasis on skin health, preventing premature aging and year-round sun protection, according to new data and insights from Circana.
The shift comes as awareness of daily sun protection grows following World Sunscreen Day in May and the U.S. Food and Drug Administration’s first approval of a new sunscreen ingredient in decades. Circana said SPF products are no longer seen only as summer or vacation essentials, as dermatologist recommendations, social media influence and evolving skincare routines encourage consumers to use sun protection more consistently throughout the year.
“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,” said Larissa Jensen, senior vice president and global beauty industry advisor at Circana.
In the U.S., the total sun care category reached $2.7 billion in value sales for the 12 months ending March 2026, up 6% year over year. Mid-range, or masstige, SPF brands significantly outperformed traditional mass-market products, growing 23% and generating $323 million in value sales.
U.S. consumers are also spending more on sun protection. Average annual spend per buyer rose 2% to $44.24, while purchase frequency remained steady at about three purchases per shopper. Average product prices increased to $13.15.
Mass retail remains the leading channel for sun care sales in the U.S., followed by e-commerce, drugstores, beauty specialty retailers, and traditional grocery outlets. Prestige sun care sales in the U.S. also remained strong, reaching $774.9 million, up 11% year over year. Circana noted that as shoppers become more ingredient-focused, mineral-based sun care is significantly outpacing chemical sunscreens.
Globally, Circana said retail sales data reflect shifting consumer attitudes toward SPF and sun protection. In Australia, where skin cancer rates are the highest in the world, suncare sales have grown by nearly 60% over the past four summers, rising from A$64.4 million in summer 2022 to A$102.7 million in summer 2026. Average prices have also increased sharply, with the price per unit climbing 35% from about A$11 to more than A$15.
Across Circana’s largest EU “Big 6” markets (France, Germany, Italy, the Netherlands, Spain, and the U.K.), the total retail sun care category is now worth approximately €1.6 billion, or $1.8 billion. Sales rose 11.6% year over year over the 52 weeks ending March 29, 2026, while unit sales increased 8%.
The U.K. outperformed the broader EU6 market, with value sales up 16.3% and unit sales up 11.5%. Prestige “in-sun” SPF products in the EU Big 5 markets (the U.K., France, Germany, Italy, and Spain) grew 20% in value during the first quarter of 2026, despite the period typically being one of the least sunny times of the year.
In Europe’s prestige beauty market, prestige sun care generated €239.7 million in sales for the 12 months ending March 2026, up 17% year over 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.
In Latin America, sun protection generated $76 million in sales over the 12 months ending March 2026, representing 9% of total skincare sales and up 11% year over year. E-commerce remains the leading channel in the region, accounting for nearly three-quarters of sales and growing at five times the rate of brick-and-mortar retail.
In Brazil’s prestige retail market, sun protection sales reached $10 million during the same period, up 12% year over year and outperforming the broader skincare category. Online sales accounted for 63% of prestige SPF sales in Brazil and grew at three times the rate of physical retail stores.
In China, the prestige suncare category generated $287 million in e-commerce sales in 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 up 32% year over year, driven by demand on Tmall and JD.com.
Circana said dermatologist-led messaging, public health campaigns, and social platforms such as TikTok and Instagram are helping normalize daily SPF use, particularly among younger consumers and skincare-focused audiences. The growth of Korean beauty brands and hybrid skincare products is also accelerating innovation, especially in facial SPF.
“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,” Jensen said.
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