A 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 polled 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 saw a 49% increase in demand, followed by hydrating products (+33%) and those with vitamin C (+23%). 

The study showed that 38% of people never feel fully relaxed in the sun with 60% responding to burning easily and 41% expressing concern about skin damage. 

According to the study, 30% of respondents apply sunscreen daily in the summer and another 21% apply it five or six times weekly, while only 27% use sunscreen year-round. 65% of consumers preferred an SPF of 40 or greater. 

The study also compared brands showing an overall raking of 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.

 

The study consisted of 1,609 U.S. consumers in June 2024. See here for the full report.

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