When do U.S. consumers buy sunscreen and what matters most when choosing SPF?

Key findings:

• 46% of U.S. consumers buy sunscreen as soon as their current supply runs out. 
• 55% of consumers say protection against UVA and UVB rays is the most important feature when choosing sunscreen, ahead of water resistance (44%) and product format (34%).

As temperatures rise and consumers spend more time outdoors, sunscreen becomes a seasonal essential for many households. YouGov Profiles data explores when consumers typically purchase sun protection products and the product features that matter most when making a purchase.

When do people usually buy sunscreen?

Nearly half of consumers (46%) say they usually buy sunscreen as soon as their current supply runs out, making it by far the most common purchasing occasion.

Seasonality also plays an important role. Three in ten (30%) typically buy sunscreen as soon as it starts to feel like summer, while 18% wait until just before going on holiday. A further 14% prefer to stock up during the off-season when discounts are available, suggesting that price promotions influence purchasing decisions. Only 11% usually buy sunscreen while already traveling, such as at the airport or their holiday destination.

Women are more likely than men to replace sunscreen once it runs out (50% vs. 41%), while adults aged 25–34 are the most likely to do so (49%). This age group is also the most likely to purchase sunscreen as summer approaches (34%).

Around one in seven (15%) consumers aged 18–24 say someone else usually buys sunscreen for them, compared with 8% overall.

Which sunscreen features influence purchasing decisions?

When buying sunscreen, consumers are far more likely to prioritize product performance than branding or convenience.

More than half (55%) say protection against UVA and UVB rays is one of the features they look for, making it the most important purchase consideration. More than two-fifths say water resistance (44%), while one-third (34%) say the product format such as a lotion, gel or spray is important. Around three in ten (31%) prioritize products suitable for sensitive skin, and 27% look for natural ingredients.

Price and branding are secondary considerations. One in five consumers say special offers (20%), mineral formulations (20%) and brand name (20%) influence their purchase decision. Fewer prioritize once-a-day application (15%), products suitable for babies or children (13%), combination sun protection and after-sun products (13%), or family-sized packaging (11%).

There are notable demographic differences in what consumers value. Women are considerably more likely than men to look for products suitable for sensitive skin (36% vs. 25%) and water-resistant formulas (46% vs. 41%). Meanwhile, older consumers place greater emphasis on protection itself, with two-thirds (66%) of those aged 55+ citing UVA and UVB protection compared with 48% of 18–24-year-olds.

Consumers aged 35–44 are the most likely to look for products suitable for babies or children (19%) and family-sized packaging (14%), reflecting the priorities of many family households.

The findings suggest sunscreen purchasing is driven primarily by practical needs. Most consumers wait until their existing supply runs out before buying more, while effective UV protection, water resistance and skin suitability outweigh brand name as the key factors influencing purchase decisions.

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 the U.S. and weighted by age, gender, education, region, and race.

Image: Getty Images