SPF Becomes a Year-Round Skincare Essential According to Circana

New global data and insights from Circana show that sunscreen and SPF products are no longer summer holiday essentials. Instead, SPF is increasingly becoming part of everyday skincare and wellness routines around the world.

Larissa Jensen, SVP Global Beauty Industry Advisor at Circana and member of the Beauty Packaging Advisory Board, 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. 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.”

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.

A Global Look at SPF Usability

Austrailia

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. 

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 premiumization 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 worth approximately $1.8 billion, with sales rising 11.6% year-on-year in recent months. 

Circana’s latest prestige beauty sales data across the UK and Europe shows that prestige ‘In-SunSPF products grew 20% in the first quarter of 2026. Even though this is the least sunny time of year, the figures highlight growing year-round demand for premium sun protection products.

In EMEA, dermatologist-led messaging, public health campaigns, and social media platforms are helping to normalize daily SPF use, especially with 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.

The U.S.

In the U.S., the total sun care category reached $2.7 billion in 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 generating $323 million in value sales.

U.S. 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.

Mass retail is the leading channel for sun care sales in the U.S., followed by e-commerce, drug stores, beauty specialty retailers, and traditional grocery outlets.

U.S. prestige sun care sales also remained strong, reaching $774.9 million, up 11% year-on-year for the same period. 

Shoppers are also 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.

Specifically in Brazil, mid-range and mass brands accounted for most of the sales, and prestige brands grew the fastest, driven partly by Asian beauty brands.

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. 

Purchasing remains highly seasonal, with May and June representing the peak months for sun protection sales.