New data from market insights company Circana shows that prestige sun care value sales in the UK reached their highest levels to date in 2024, despite the Met Office showing there were less hours of sunshine versus the previous year.
In May 2024 sun care sales saw an exceptional performance – generating £3.9 million in sales and growing by 31% year-on-year (YoY).
Higher SPFs are seeing higher sales
Circana’s data showed that SPF 50 sun care products performed particularly well, growing by 33% in May and showing YoY growth of +25.5%, while SPF 30 lines recorded a decline in comparison to 2023 figures – suggesting that sunscreen shoppers have traded up in terms of protection level.
The firm said that the data “appeared to signal a more educated consumer base, heightened awareness around year-round SPF use and continued innovation from brands in the category.”
In terms of sales of face cream with SPF, the higher SPF formats outperformed within this segment. SPF 50 face cream grew by +32.2, followed by SPF 25 (+13.1%) and SPF 30 (+9.7%).
Sales of foundation and tinted moisturisers that contained SPF 25 and over grew by +8.3%, while products with lower SPF declined by -3.3%.
Innovation in ingredients, formats and finishes
UK account director at Circana Emma Fishwick observed that affordability remains a cornerstone of prestige sun care’s success. “More than half of all sun care units sold in the UK are priced under £20, positioning the category as one of the most accessible across prestige beauty,” she explained.
“Mineral SPF formats, often considered more environmentally friendly, continue to outpace chemical-based formulas in growth, though the latter still dominate in market share.”
She also pointed out that ingredient-led innovation, hydration-focused formulations, and radiant finishes have contributed to ongoing excitement in the space, especially around newer SPF 45 entries.
The Circana data also revealed that seasonality remains a core factor in sun care sales, with nearly half of purchases made between May and August, however growth outside the summer months points to progress in positioning SPF as a daily essential all year round.
Fishwick concluded: “As awareness around the importance of SPF deepens, we’re seeing the results translate into both consumer behaviour and category performance. The opportunity ahead lies in sustained education, continued innovation, and an industry-wide commitment to making SPF both understandable and accessible.”
