Sun cream stats: When do Britons buy SPF, and what factors matter most?

Key findings:

• 33% of Britons usually buy sun cream as soon as their current supply runs out, while 32% buy it just before going on holiday.
• 61% say protection against UVA and UVB rays is the most important factor when choosing sun cream.

As warmer weather and holiday travel drive demand for sun protection, YouGov Profiles data explores when Britons typically buy sun cream and the product features they prioritise.

What motivates Britons to buy sun cream/SPF?

Around one in three Britons say they usually buy sun cream as soon as their current supply runs out (33%) or just before going on holiday (32%), making these the two most common purchase occasions.

Around a quarter (24%) say they buy sun cream as soon as it starts to feel like summer, while 13% prefer to stock up during the off-season when discounts are available. Just 8% typically purchase sun cream while already on holiday, such as at the airport or their destination.

Women are more likely than men to replace sun cream once their existing supply runs out (36% vs. 30%) or buy it as summer approaches (27% vs. 20%). Men, meanwhile, are nearly twice as likely to say someone else purchases sun cream for them (10% vs. 2%).

By age, adults aged 25–34 are the most likely to replace sun cream as soon as they run out (40%), while those aged 45–54 are the most likely to buy it just before going on holiday (35%). Younger adults aged 18–24 are the more likely than other groups to purchase sun cream while already travelling (12%).

What is the most important factor when choosing sun cream/SPF?

When buying sun protection products, protection against UVA and UVB rays is by far the most important consideration, selected by 61% of Britons.

The next most commonly cited features are water resistance (35%), special offers (30%), preferred product formats such as sprays or lotions (28%), and suitability for sensitive skin (26%).

Women place greater emphasis on UV protection (65% vs. 57%), product format (34% vs. 22%) and suitability for sensitive skin (33% vs. 20%) than men, while both genders are similarly likely to value water-resistant formulas (36% vs. 33%).

Older adults are particularly focused on protection. Around two-thirds of those aged 45–54 (68%) and 55+ (67%) prioritise UV protection, while 45–54-year-olds are also the most likely to look for water-resistant formulas (41%) and special offers (36%). Among adults aged 35–44, suitability for babies and children is a more common consideration than among other age groups (23%).

The findings show that sun cream purchasing is largely driven by practical needs, whether replacing an empty bottle or preparing for a holiday, while consumers continue to prioritise product performance.

Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between July 2025 and July 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.

Image: Getty Images