Beauty: Shifting consumer perceptions in Australia fuelling growth of multifunctional sun care, new product formats
- InsightTrendsWorld
- Mar 26
- 9 min read
Why it is the topic trending:
Growing Sun Protection Market in Australia: The article highlights the steady expansion of Australia's sun protection market, with a projected 3% growth from 2025 to 2026, indicating increasing consumer focus on sun safety.
Evolving Consumer Perceptions of Sunscreen: There's a significant shift in how Australian consumers view sunscreen, moving from a product used only during outdoor activities to an essential part of daily skincare routines.
Integration into Daily Beauty Regimens: Facial sun care products are now commonly incorporated into daily beauty and makeup rituals, driving demand for specific types of sunscreen.
"Skinification" Trend: The beauty industry trend of including skincare ingredients in various product categories has extended to sun care, influencing consumer preferences for sunscreens with added benefits.
Innovation in Product Formats: The emergence of new sunscreen formats like sprays, serums, and powders is making application easier and more appealing to consumers.
Overview:
The article discusses the growth of the sun protection market in Australia, driven by evolving consumer perceptions and the increasing integration of sunscreen into daily skincare routines. Australian consumers are prioritizing skin health and safer tanning methods, leading to a demand for higher SPF products and multifunctional sun care that combines sun protection with skincare benefits. The market is also seeing innovation in product formats to improve ease of use and encourage more frequent application. This trend is creating growth opportunities for brands that can meet these evolving consumer needs and navigate a competitive landscape that includes sun care specialists as well as skincare and color cosmetics companies.
Detailed Findings:
Australia's sun protection market is projected to grow by 3% from 2025 to 2026.
In 2024, Australia was the fourth largest market for sun protection sales in APAC (USD215m).
Sunscreen is now viewed as an essential part of everyday skincare, not just for outdoor activities.
Increased awareness of sunscreen's anti-ageing benefits has accelerated daily use.
Facial sun care is commonly integrated into daily beauty and makeup routines.
This behavioral shift is driving demand for SPF 30+ and higher.
11% of Australians used SPF 50+ daily in 2024, up from 6% in 2018.
15% used SPF 50+ three to five times a week in 2024, up from 7% in 2018.
New product formats (spray, serum, powder) are making sunscreen application easier and more appealing.
The "skinification" trend is driving demand for hypoallergenic sunscreen and products with higher SPF levels.
Brands like Ultra Violette are popular for their "skinscreen" concept, combining sun protection with skincare benefits.
Retailers like Adore Beauty are launching their own lines of SPF products.
Innovative delivery formats are meeting the diverse needs of Australian consumers, particularly ease of reapplication.
Mists and sprays are gaining popularity for convenient reapplication.
Brands like b.tan and Bali Body have responded with facial tan mists and expanded self-tanning ranges.
There's a growing preference for simplified beauty routines and versatile products.
Products providing both sun protection and skincare benefits (e.g., SPF moisturizers, SPF makeup) are expected to gain traction.
Sun care brands face competition from skincare and color cosmetics firms entering the SPF category.
To remain relevant, sun care brands need to innovate with novel ingredients, refine formulations, and explore new delivery formats.
After-sun and self-tanning categories account for 27% of Australia's total sun protection market, significantly higher than the APAC average.
Rising awareness of UV risks has driven a shift towards sunless tanning.
Advancements in self-tanning formulations offer better results and appeal.
Australia ranked second in APAC for after-sun care demand in 2024 (USD28m).
The forecasted growth rate for after-sun care (2%) will outpace China's (1.5%).
The Australian lifestyle and high UV index present significant growth opportunities in the sun protection market.
Key Takeaway:
Australian consumers are increasingly prioritizing sun protection as an integral part of their daily skincare routine, driving demand for higher SPF, multifunctional products, and innovative formats, creating a competitive but growth-oriented market for sun care brands.
Main Trend: The Integration of Sun Protection into Mainstream Beauty
Description of the trend: This trend signifies the growing consumer expectation for sun protection to be seamlessly incorporated into everyday skincare and even makeup products, rather than being viewed as a separate, activity-specific item. This integration is fueled by increased awareness of UV damage and the desire for convenient, multifunctional products.
What is consumer motivation:
Prioritizing Skin Health: Australians are highly aware of the risks of UV exposure and are motivated to protect their skin from damage.
Seeking Anti-Ageing Benefits: The understanding that sunscreen helps prevent premature ageing is a significant motivator for daily use.
Desire for Convenience: Consumers with busy lifestyles prefer streamlined beauty routines and products that serve multiple purposes.
Improving Ease of Reapplication: The inclination towards reapplication throughout the day drives demand for user-friendly formats like mists and sprays.
Wanting Hypoallergenic and Effective Formulas: Consumers seek sunscreens that are gentle on the skin while providing high SPF protection.
What is driving trend:
Increased Awareness of UV Damage: Public health campaigns and education have heightened awareness of the risks of sun exposure.
Advancements in Sunscreen Technology: Innovations in formulations have led to more cosmetically elegant sunscreens that feel better on the skin.
Influence of the "Skinification" Trend: The broader beauty industry trend of incorporating skincare ingredients into various product categories has normalized the inclusion of SPF.
Marketing by Sun Care Brands: Brands like Ultra Violette have successfully positioned sunscreen as a desirable part of skincare.
Retailer Initiatives: Retailers are recognizing the demand and launching their own SPF-integrated product lines.
What is motivation beyond the trend:
Beyond the immediate desire for sun protection, this trend might reflect:
A Holistic Approach to Wellness: Consumers are increasingly viewing skincare as part of a broader focus on overall health and well-being.
Preventative Care Mindset: Protecting skin from sun damage is seen as a key aspect of preventative health and beauty practices.
Description of consumers article is referring to:
The article primarily refers to Australian consumers who are:
Age: Likely a broad range, but the emphasis on anti-ageing benefits and integration into beauty routines suggests a focus on adults, potentially from young adults to older demographics.
Gender: Not specifically delineated, but the discussion of beauty routines and makeup integration suggests a significant female consumer base, while interest in skin health and sun protection is likely prevalent across genders.
Income: Not explicitly mentioned, but the growth of the market and availability of products across different retailers suggest that these trends are relevant to a wide range of income levels.
Lifestyle: Includes individuals who are health-conscious, prioritize skincare, have active and potentially outdoor-oriented lifestyles (given Australia's climate and culture), and seek convenience in their beauty routines.
Conclusions:
The Australian sun protection market is experiencing growth due to a fundamental shift in consumer perception, with sunscreen now considered a daily essential integrated into beauty routines. This demand for high SPF, multifunctional products in user-friendly formats presents significant opportunities for brands that can innovate and meet these evolving needs in a competitive market.
Implications for brands:
Focus on Multifunctional Products: Develop sunscreens that offer additional skincare benefits beyond UV protection.
Innovate with Product Formats: Explore new and convenient delivery methods like sprays, serums, and powders.
Emphasize High SPF Protection: Cater to the growing demand for SPF 30+ and SPF 50+ products.
Market Sunscreen as Part of Daily Beauty Routines: Position sun protection as a fundamental step in skincare.
Highlight Ease of Reapplication: Develop products and messaging that address the need for convenient reapplication throughout the day.
Implication for society:
Improved Public Health Outcomes: Increased daily use of sunscreen can lead to better skin health and a reduction in skin cancer rates in a country with high UV exposure.
Greater Awareness of Sun Safety: The normalization of sunscreen use contributes to a broader culture of sun safety.
Implications for consumers:
More Convenient Sun Protection Options: Innovative formats make it easier to incorporate sunscreen into daily routines.
Access to Products with Multiple Benefits: Multifunctional sunscreens save time and simplify skincare.
Greater Choice in Sun Protection: A wider variety of formats and formulations cater to diverse needs and preferences.
Implication for Future:
The trend of integrating sun protection into mainstream beauty is likely to continue and intensify. We can expect further innovation in product formats and formulations, as well as an even greater emphasis on the skincare benefits of sunscreen. Competition in the market will likely remain high, driving brands to differentiate themselves through unique offerings and effective marketing. The after-sun and self-tanning categories will also continue to grow as consumers seek safer alternatives to traditional tanning methods.
Consumer Trend (name, detailed description): Sunscreen as Skincare
Detailed Description: This trend describes the shift in consumer mindset where sunscreen is no longer solely viewed as a product for sun exposure but is now considered an indispensable component of the daily skincare routine, valued for its preventative benefits against ageing and skin damage.
Consumer Sub Trend (name, detailed description): Convenience-Driven SPF Application
Detailed Description: Consumers are increasingly seeking sun protection products that are easy and convenient to apply and reapply throughout the day, leading to the popularity of formats like sprays, mists, and serums that fit seamlessly into busy lifestyles.
Big Social Trend (name, detailed description): Prioritization of Preventative Health and Beauty
Detailed Description: There is a growing societal emphasis on proactive and preventative measures for maintaining health and beauty, with sun protection playing a key role in preventing skin damage and premature ageing.
Worldwide Social Trend (name, detailed description): Global Rise of Functional Beauty
Detailed Description: Across the globe, consumers are increasingly seeking beauty products that offer multiple benefits beyond aesthetics, with a demand for products that combine skincare with other functionalities like sun protection or makeup.
Social Drive (name, detailed description): Desire for Healthy and Youthful Skin
Detailed Description: A fundamental social drive is the desire to maintain healthy and youthful-looking skin, and the consistent use of sunscreen is now widely recognized as a crucial step in achieving this goal.
Learnings for brands to use in 2025 (bullets, detailed description):
Formulate sunscreens with popular skincare ingredients like hyaluronic acid and niacinamide.
Develop innovative and user-friendly formats such as mists, serums, and powders for facial application and reapplication.
Clearly communicate both the sun protection and skincare benefits of your SPF products.
Offer a range of SPF levels, including high protection (SPF 30+ and 50+), to meet consumer demand.
Consider launching or expanding into the after-sun and self-tanning categories.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Invest in research and development to create advanced, multifunctional sunscreen formulations.
Develop marketing campaigns that educate consumers on the daily use of sunscreen for both protection and anti-ageing.
Partner with beauty influencers and dermatologists to promote the integration of SPF into skincare routines.
Offer a variety of product formats at different price points to cater to a wider consumer base.
Ensure clear and concise labeling that highlights both SPF level and additional skincare benefits.
Final sentence (key concept) describing main trend from article: Shifting consumer perceptions in Australia are driving significant growth in the multifunctional sun care market, with new product formats emerging as sunscreen becomes an essential part of daily beauty routines.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, sun care brands and beauty companies in Australia should capitalize on the increasing demand for integrated sun protection by:
Developing and marketing multifunctional SPF products: Combine sun protection with popular skincare ingredients to appeal to consumers seeking streamlined routines.
Innovating with convenient product formats: Offer sunscreens in sprays, serums, and powders to encourage frequent application and fit into busy lifestyles.
Educating consumers on daily use: Highlight the anti-ageing and skin health benefits of incorporating sunscreen into everyday skincare regimens.
Final Note:
Core Trend:
Name: The Daily SPF Essential
Detailed Description: Sunscreen is now regarded by Australian consumers as a non-negotiable component of their daily skincare routine, driven by awareness of UV damage and anti-ageing benefits.
Core Strategy:
Name: Multifunctional and Convenient Sun Protection Solutions
Detailed Description: Brands should focus on developing and marketing sunscreens that offer multiple benefits beyond sun protection and come in formats that are easy and appealing for daily use and reapplication.
Core Industry Trend:
Name: The Convergence of Sun Care and Skincare
Detailed Description: The beauty industry is seeing a convergence of sun care and skincare, with sun protection increasingly being integrated into a wider range of beauty product categories.
Core Consumer Motivation:
Name: Proactive Skin Health and Beauty Maintenance
Detailed Description: Australian consumers are primarily motivated by a desire to proactively protect their skin health and prevent premature ageing through consistent and convenient sun protection.
Final Conclusion: The Australian market presents a significant opportunity for sun care and beauty brands in 2025 to innovate and provide consumers with the multifunctional, convenient, and high-protection SPF products they are increasingly seeking as a fundamental part of their daily beauty and wellness routines.
Core Trend Detailed (name, detailed summary):
Name: The Daily SPF Essential
Detailed Summary: Sunscreen has transitioned from being a product used primarily during outdoor activities to a non-negotiable part of the daily skincare routine for a large segment of the Australian population. This shift is driven by a heightened awareness of the significant risks associated with high UV exposure in Australia, coupled with an increasing understanding of the anti-ageing benefits that consistent sunscreen use provides. Consumers now view applying sunscreen on their face as fundamental as brushing their teeth, integrating it seamlessly into their morning rituals to protect their skin from the sun's harmful rays every day, regardless of whether they plan to spend extended time outdoors.
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