The Evolution of Sunscreen: Trends, Usage, and Consumer Insights for 2025

Table of Contents

  1. Key Highlights:
  2. Introduction
  3. Current Trends in Sunscreen Usage
  4. The Appeal of Mineral Sunscreens
  5. Reapplication Practices and Consumer Compliance
  6. Who Is Using Sunscreen?
  7. The Retail Landscape: Where Are Consumers Buying Sunscreen?
  8. Brand Preferences: Who Dominates the Market?
  9. The Future of Sunscreen: A Year-Round Necessity
  10. FAQ

Key Highlights:

  • Daily Use Decline: Only 12% of U.S. adults wear sunscreen daily, while 28% do not use it at all, reflecting a slight decline in overall usage.
  • Safety Concerns on the Rise: The perception of traditional sunscreens as potentially toxic has increased from 17% in 2021 to 24% in 2025, alongside a declining confidence in their effectiveness.
  • Shifting Retail Landscape: Specialty stores, particularly beauty retailers like Sephora, are becoming popular destinations for sunscreen purchases, with notable growth in consumer interest in mineral-based options.

Introduction

Sunscreen has long been a staple of summer routines, but its significance has evolved in recent years, transcending mere beach essentials to become a crucial component of year-round skincare regimens. As consumers become increasingly aware of skin health and sun damage, the sunscreen market is experiencing notable shifts in usage patterns, preferences, and purchasing behaviors. Insights from CivicScience’s recent data shed light on how Americans engage with sunscreen in 2025, revealing a complex landscape influenced by economic factors, safety concerns, and emerging trends in skincare.

Current Trends in Sunscreen Usage

The latest statistics from CivicScience present a sobering view of sunscreen usage among U.S. adults. While 12% report daily application and 19% use it at least monthly, a significant 41% only apply sunscreen ‘as needed.’ Alarmingly, 28% of adults do not wear sunscreen at all, marking a two-point increase from the previous year. This stagnation and decline in regular usage raise questions about the underlying motivations that drive consumer behavior in sun protection.

Economic Factors Influencing SPF Choices

As inflation and economic uncertainty continue to shape consumer spending habits, the choice of SPF levels reflects a growing concern over costs. Data indicates that the percentage of individuals opting for SPFs higher than 25 has decreased, while those choosing lower SPFs has increased. This trend is particularly pronounced among lower-income consumers, with 34% of those earning $50,000 or less utilizing SPFs below 25, contrasted with just 16% of higher earners. The relationship between income, SPF choice, and perceived value could explain the shift in sunscreen usage patterns.

Health and Safety Concerns

The evolving perception of sunscreen's safety is another crucial element impacting consumer habits. Since monitoring began in 2021, there has been a marked increase in the number of Americans who express concern about the potential toxicity of traditional sunscreens, rising from 17% to 24% in 2025. This growing skepticism is accompanied by a declining belief in the effectiveness of sunscreen, as the proportion of individuals who consider sunscreen ‘very’ effective at preventing sunburn and skin cancer has decreased from 33% to 31% over the past year.

The Appeal of Mineral Sunscreens

In response to rising safety concerns, there has been a notable increase in consumer interest in mineral sunscreens. Between 2023 and 2025, the intent to try mineral-based products jumped by nine percentage points. Mineral sunscreens, often marketed as ‘cleaner’ alternatives, appear to resonate with a demographic increasingly wary of chemical formulations. As consumers seek transparency in their skincare products, brands that emphasize the safety and efficacy of mineral options could see a boost in market share.

Reapplication Practices and Consumer Compliance

Despite established guidelines from the American Academy of Dermatology Association recommending that sunscreen of SPF 30 or higher should be reapplied every two hours, compliance remains low. Over one-third of U.S. adults fail to reapply sunscreen throughout the day, with only 38% reporting that they reapply it twice. This gap between recommendations and actual behavior highlights the need for consumer education and awareness initiatives to encourage better sun protection practices.

Who Is Using Sunscreen?

The demographics of sunscreen users reveal significant distinctions in behavior and preferences. Frequent sunscreen users tend to be women, members of Generation Z (ages 18-29), and middle-income earners residing in the Western United States. CivicScience data provides further insights into the characteristics that differentiate sunscreen users from non-users. Users are notably more likely to prioritize brand reputation over price, with 76% valuing a brand's social consciousness compared to just 54% of non-users. Additionally, users exhibit a strong interest in clean beauty products, suggesting that ethical considerations play a significant role in their purchasing decisions.

The Retail Landscape: Where Are Consumers Buying Sunscreen?

The channels through which consumers acquire sunscreen products are evolving as well. Big box stores remain the predominant retail environment for sunscreen purchases, with 34% of consumers opting to shop there. However, specialty retailers, particularly beauty-focused stores like Sephora, have experienced a surge in popularity, indicating a shift toward viewing sunscreen as a beauty product rather than merely a seasonal necessity. Recent data shows that consumers who have purchased from Sephora in the last three months are the most likely to report daily sunscreen use, suggesting that the integration of skincare and SPF is becoming increasingly accepted.

Brand Preferences: Who Dominates the Market?

As competition in the sunscreen market intensifies, brand loyalty remains a critical factor for consumers. In 2025, Coppertone has retained its status as the leading sunscreen brand among American consumers, followed closely by Banana Boat and Neutrogena. Notably, this year has seen Hawaiian Tropic drop from its long-held position in the top three. The influence of brand legacy, coupled with consumer preferences for trusted names in skincare, underscores the importance of brand reputation in driving sales.

The Future of Sunscreen: A Year-Round Necessity

Looking ahead, the landscape of sunscreen is poised for transformation as consumer attitudes continue to evolve. The growing health concerns surrounding traditional formulations, coupled with a shift towards cleaner, more premium products, suggests a significant opportunity for brands that align with consumer values. As sun protection increasingly becomes a year-round priority rather than a seasonal habit, companies that focus on transparency, innovation, and integration within skincare will likely gain a competitive edge.

FAQ

What percentage of Americans use sunscreen daily?
Only 12% of U.S. adults report using sunscreen every day.

What are the concerns regarding traditional sunscreens?
Growing concerns about the potential toxicity of traditional sunscreens have increased from 17% in 2021 to 24% in 2025.

Where are consumers buying sunscreen?
While big box stores dominate sunscreen purchases, specialty retailers like Sephora are seeing significant growth, indicating a shift in consumer attitudes toward sunscreen as part of a skincare routine.

Are mineral sunscreens gaining popularity?
Yes, interest in mineral sunscreens has increased by nine percentage points from 2023 to 2025 as consumers seek safer alternatives.

How often should sunscreen be reapplied?
The American Academy of Dermatology recommends reapplying sunscreen every two hours for optimal protection, yet compliance with this guideline is low among consumers.