Australian shoppers are spending more on sunscreen, but they are not simply buying more of it. That distinction matters for retailers, pharmacies and SPF brands because the growth now appears to be moving through price, trust and product positioning rather than volume alone.
New global data and insights from Circana show that sunscreen and SPF products are becoming part of everyday skincare and wellness routines, rather than being treated only as a summer or beach-related purchase.
The shift follows World Sunscreen Day in May and comes as consumers place greater weight on skin health, skin cancer awareness and premature ageing. For Australia, the issue carries added commercial and public health significance, given the country’s high skin cancer rates and last year’s SPF compliance controversy and product recalls.
According to Circana, dermatologist advice, skincare routines and social media influence are reshaping SPF habits globally. Sunscreen is increasingly being viewed as a year-round preventative skincare product, not just a seasonal item bought around holidays, heat or outdoor activity.
That is already showing up in sales data.
Circana said Australia’s suncare market had grown by almost 60 percent over the past four summers, rising from A$64.4 million in Summer 2022 to A$102.7 million in Summer 2026.
Over the same period, the average price per unit increased by 35 percent, moving from around A$11 to more than A$15.
However, unit sales rose by only 18 percent over the same period. That gap suggests the category’s value growth is being driven more by shoppers trading up to higher-priced and premium SPF products than by a major increase in the number of products sold.
For brands, that changes the commercial conversation. The category is no longer only about visibility in summer, promotional timing or convenience-led purchase. It is increasingly about credibility, efficacy, skincare benefits and whether consumers believe the product can be trusted.
Alistair Leathwood, Head of Media Analytics and Insights at Circana, said consumers were no longer buying sunscreen on price or convenience alone.
“Increasingly, consumers are looking for trusted, high-quality SPF products that deliver strong protection, particularly following the heightened public discussion around sunscreen standards and product performance,” said Leathwood.
“What we’re seeing is a shift towards value-driven and premium-focused purchasing behaviour, where brands are generating more growth from existing shoppers trading up into higher-value products rather than relying solely on attracting large numbers of new consumers into the category.”
For retailers, the implication is clear. Sunscreen may need to be ranged and presented with more of a skincare mindset, particularly as facial SPF, lip protection and hybrid skincare-SPF products become part of daily routines.
That adds a second layer to the category. Premium body sunscreen products may still be driving value growth, but adjacent formats are changing expectations. A consumer who applies SPF as part of a morning skincare routine may not shop the category in the same way as a consumer buying sunscreen for a weekend outdoors.
That distinction affects shelf placement, product education, promotional strategy and rate of sale. It also affects how brands defend higher price points. A higher-priced SPF product now needs to do more than claim protection. It needs to give shoppers confidence around product performance, credentials and everyday usability.
Circana said future growth in Australia’s suncare market is likely to be shaped by innovation, premium product development and smarter pricing strategies. Products that combine skincare benefits with trusted regulatory credentials are likely to remain important as consumers become more selective.
SPF demand is also becoming less dependent on sunshine and weather patterns. Circana’s view is that preventative skincare habits, wellness culture and awareness of cumulative daily UV exposure are playing a greater role in shaping demand.
Leathwood said the compliance issue had increased consumer awareness around what makes a legitimate and trustworthy SPF product.
“That means education, transparency, and confidence in product credentials are likely to become increasingly important alongside innovation and premiumisation,” he said.
For suppliers, the pressure now sits in the detail. Premiumisation creates value, but only where the brand can justify the price. Retailers will be watching whether higher-value products deliver rate of sale, whether claims are clearly supported, and whether shoppers remain loyal after the first purchase.
The category is growing, but it is also becoming less forgiving. Trust is now a commercial asset, and in SPF, it may become the difference between a product that wins shelf space and one that simply carries a higher price.
