PRESS RELEASE: Australians spending more on sunscreen as shoppers trade up for trusted SPF products, says Circana
• Skin health and wellness trends drive global growth in year-round SPF use
• Social media, skincare trends, and dermatologist advice reshape global SPF habits
Sydney, 25 June 2026 – As awareness grows around the importance of daily sun protection following World Sunscreen Day in May, new global data and insights from Circana show that sunscreen and SPF products are increasingly becoming part of everyday skincare and wellness routines around the world. 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.
The findings come as Australia continues to record some of the world’s highest skin cancer rates, alongside growing consumer scrutiny around sunscreen quality following last year’s SPF compliance controversy and product recalls.
Globally, dermatologist recommendations, evolving skincare routines, and social media influence are also encouraging consumers to adopt SPF products more consistently throughout the year.
Shoppers become more selective about sunscreen purchases
Retail sales data across Circana’s global markets is already beginning to reflect changing consumer attitudes towards SPF and sun protection.
According to Circana, the suncare category is evolving beyond traditional seasonal sun protection, 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’s suncare market has 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 climbed sharply, with price per unit increasing +35% from around A$11 to more than A$15.
However, growth in the number of products sold has been far more modest, with unit sales rising just +18% over the same period, suggesting 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, said: “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.
“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.
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.
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.
Alistair Leathwood added: “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.”
-ENDS-
Notes to Editor
• Data and insights are also available for EMEA, US, LATAM, and China as part of a wider Global news release.
• 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 of 14,000 Australian households up to 19 April 2026. Seasonal analysis is defined as Summer (December – February).
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. [email protected]
m: 0404 644292
