Screen Test: What do consumers look for in a sunscreen?
This blog post summarizes the 2024 Velinx sunscreen study, Screen Test: What do U.S. consumers look for in a sunscreen?
With scorching temperatures sweeping the U.S. and millions seeking reprieve at nearby beaches, lakes, and pools, sun protection is top-of-mind for many Americans. Therefore, we at Veylinx decided to shed light on consumer SPF preferences, emerging skincare trends, and how much consumers are willing to pay for sunscreen—with a growing fear of sun exposure driving much of this behavior.
We used our unique behavioral methodology to measure consumer demand for variations of six popular sunscreen brands, testing new claims against basic benchmark versions. The research was conducted in June 2024 among 1,609 U.S. consumers aged 21 and older.
Claims tested:
- Reef-Safe Formula
- Anti-Aging Formula Sustainable Packaging
- Hydrating Formula
- Vitamin C-Infused
Brands tested:
- Neutrogena
- CeraVe
- Coppertone
- Olay
- Supergoop
- Target Up & Up
Results
The Veylinx study revealed that 71% of people enjoy their moments in the sun. However, 38% of people never feel fully relaxed when exposed to the sun. Sixty percent of our study participants reported easily burning in the sun, and almost half of the participants expressed concern about skin damage.
The study findings coincide with a recent Google Trends Report showing that searches for “what does skin cancer look like” have reached unprecedented levels. These insights point to increased anxiety around sun exposure and a need for ongoing consumer education on the risks of UV exposure and the benefits of consistent sunscreen use.
The study revealed market opportunities for products that combine SPF with other benefits. For instance, a majority of consumers (57%) prefer sunscreens with built-in moisturizer, and many are interested in sunscreens that provide anti-aging functionality.
For additional insights, download the full report here or contact our team.
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