With Daily Use on the Rise, Consumers Want Anti-Aging
Benefits, Reef-Friendly Options
NEW
YORK, July 2, 2024 /PRNewswire/ -- 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. A revealing new study by Veylinx, a
leading behavioral research company, sheds 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.
Veylinx tested consumer preferences and willingness to pay for
basic versions of popular sunscreen brands compared to conceptual
versions enhanced with new benefits. The findings underscore a
growing consumer awareness of sun protection benefits and a demand
for sunscreen products that offer more than basic UV defense.
Products with anti-aging benefits drive a 49% increase in demand,
followed by hydrating products (+33%) and those with vitamin C
(+23%). Not only do these benefits boost demand, but consumers are
willing to pay more for them, too.
Sun Safety Attitudes & "Sunxiety"
The study reveals that while 71% cherish moments in the sun, 38%
of people never feel fully relaxed when they're in the sun. More
than 60% report burning very easily and 41% express concern about
skin damage. According to a recent Google Trends report, searches
for "what does skin cancer look like" have reached unprecedented
levels. These insights point to an increase in anxiety around sun
exposure and a need for ongoing consumer education on the risks of
UV exposure and the benefits of consistent sunscreen use.
Top Performing Sunscreen Brands & Benefits
A comparison of the brands tested showed overall preference for
Neutrogena (41%), followed by Cerave (38%), Coppertone (35%), Olay
(33%), Supergoop (17%) and Target's Up & Up brand (14%).
Supergoop with hydrating benefits drove the highest price point,
while anti-aging products from Supergoop, Cerave, and Olay saw the
greatest increase in demand over the basic version. A notable 27%
of consumers choose reef-safe sunscreens and those interested in
these products are willing to pay 14% more—making "reef-safe" a
potentially significant revenue driver for brands. Although this
indicates a more marine-conscious consumer, only 16% choose
sustainable packaging where available — and they are unwilling to
pay more for it.
Consumer Sunscreen Usage
The study's findings reveal an encouraging usage trend, with 30%
of respondents applying sunscreen daily during summer and another
21% applying it 5 or 6 times weekly. Additionally, 65% of consumers
prefer sunscreens with a SPF greater than 40, reflecting strong
demand for higher protection levels. However, only 27% use
sunscreen year-round, and 32% apply it only on sunny summer days,
suggesting a need for continued education on year-round sun safety.
Friends and family (42%) have the greatest influence when it comes
to learning about new sunscreen products, followed by social media
(35%). And when it comes to protecting their children, 29% of
parents use a different sunscreen for their kids.
Market Potential for Beauty Brands
The study identifies a market opportunity for brands that
combine sun protection with other products. Fifty-seven percent of
respondents choose moisturizers with built-in SPF, and nearly
three-quarters prefer using tinted foundation with sun protection.
Additionally, clear sunscreens formulated to avoid leaving a white
cast were found to boost demand by 16% compared to conventional
lotions and creams.
About the research
Veylinx studied the behavior of 1,609 U.S. consumers in
June 2024. Unlike typical surveys
where consumers are simply asked about their purchase intent,
Veylinx measures whether consumers will pay for a product through a
real bidding process. Consumers reveal their true willingness to
pay by placing sealed bids on products and then answering follow-up
questions. For more information about the study and Veylinx's
methodology, visit https://veylinx.com/sunscreen.
About Veylinx
Veylinx is the most realistic behavioral insights platform for
confidently answering critical business questions during all stages
of product innovation. To reliably predict demand, Veylinx captures
insights through a Nobel Prize-winning approach in which consumers
have real skin in the game. This is a major advance from
traditional market research practices that rely on what consumers
say they would hypothetically buy. Veylinx's unique research
methodology is trusted by the world's largest and most innovative
consumer goods companies. www.veylinx.com
Press Contact
Rachel McAllister
379873@email4pr.com
+1 661-917-7419
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SOURCE Veylinx