SINGAPORE | Rising awareness around sun safety has driven demand for aftersun and self-tanning products in Australia.
Data from Euromonitor’s Sun Care in Australia report showed these two segments accounted for 27 percent of Australia’s total sun protection market, significantly higher than the Asia Pacific average of less than three percent.
"The Australian lifestyle, with its outdoor focus, encourages a sun-kissed look but also highlights the need for aftersun care and safer alternatives. With one of the world’s highest UV indexes, sun safety awareness presents significant growth opportunities in the market,” said Yang Hu, insights manager for health and beauty Asia at Euromonitor International.
Growing awareness of the risks of UV exposure has driven a cultural shift towards sunless tanning methods, with consumers opting for self-tanning products to achieve a healthy glow without endangering their skin.
Advancements in self-tanning formulations have improved their appeal, offering streak-free, natural-looking results. Brands have been innovating with hydrating and quick-drying ingredients, natural formulations, and customisable shades for different skin tones.
Aftersun products have also gained traction, with Australia ranking second in Asia Pacific for aftersun care demand, valued at USD 28 million in 2024. While behind China’s USD 151 million (due to its population size), Australia’s forecasted growth rate of two percent from 2025 to 2026 will outpace China’s 1.5 percent.
Australia's sun protection market is set to grow steadily, with demand expected to increase by three percent year-on-year from 2025 to 2026. Although the country ranked fourth in the region for sun protection sales at USD 215 million in 2024, behind China, Japan, and South Korea, its focus on higher SPF and innovative delivery formats has driven growth.
"There’s a growing preference for facial sun care products, which are being incorporated into daily routines rather than reserved for occasional use. This behavioural shift is driving demand for SPF 30+ and higher.”
Innovative formats have further supported this trend, with consumers seeking products that are easy to apply and reapply throughout the day. This focus on convenience and higher sun safety awareness continue to shape the Australian sun care market.
