The suncare category has seen massive growth and is predicted to grow a further 33% before 2030, according to Mintels 2025 suncare report, and in the UK alone, 59% of sun protection users report wearing sunscreen most days. In this blog we talk through why there are so many opportunities for brands within the SPF category, how searches for SPF have changed and how SPF brand marketers can make sure their brand is visible in this crowded, but opportunistic category.
Why “SPF” isn’t a good enough claim anymore
For years, SPF marketing focused on protection credentials. SPF 30 versus SPF 50, broad spectrum coverage, water resistance, dermatologist testing. While these claims remain important, they are no longer enough to differentiate products in an increasingly crowded category. Consumers are looking for products that fit their skin type, lifestyle and personal preferences.
For beauty brands, this shift reflects a broader trend across the category. Consumers are becoming more specific in the way they search, and more selective in the way they buy.
How SPF searches are changing
One of the clearest examples can be seen in SPF related search terms. Queries such as “SPF for oily skin”, “SPF for sensitive skin” and “SPF with no white cast” have become common entry points into the category. These consumers are trying to solve a particular problem, and they expect brands to help them find the right solution quickly.
This presents a challenge for brands still relying on broad category messaging. Product claims such as SPF 50, broad spectrum protection and dermatologist tested, remain important, but they rarely answer the questions consumers are asking during the consideration stage.
Take oily and acne prone skin as an example. For many consumers, concerns around the shine, texture and possible breakouts sit equally alongside concerns about sun protection. The decision making process often centres on how a product feels throughout the day, how it performs under makeup and whether it fits well within an existing skincare routine. The same SPF may be suitable for multiple skin types, but the way it is presented to different audiences can have an important impact on engagement and conversion. This is backed up by research by Mintel in their 2025 UK suncare report, that the sensorial trends (referring to nice to use textures and appealing scents) hold a lot of opportunity for SPF brands- 61% of sun protection users are interested in a wider variety of fragrances. Consumers are willing to spend more on products that enhance their mood and make sun protection application more enjoyable.
Consumer expectations continue to rise
The growing influence of sensitive skin consumers highlights a similar pattern. Ingredient transparency, formulation details and clinical reassurance have become important parts of the purchasing journey, particularly as skincare knowledge continues to increase. Consumers are spending more time researching products before making a decision, and many expect brands to provide clear information that helps them evaluate suitability for their individual needs.
Social proof within the SPF category is important than ever
The conversation around white cast has followed a similar trajectory. While the industry has made progress in formulation and inclusivity, consumers continue to look for visual proof that products perform well across different skin tones. Product imagery, creator content and user generated reviews often play a critical role in building social proof and thereby trust before purchase. For many consumers, seeing a product in use provides more reassurance than any product claim.
Evolving customer needs
At the same time, changing consumer needs are driving demand for new formats, including climate adaptive and cooling products. UK weather patterns are changing, our summers are getting longer and hotter, so there’s an opportunity for brands to create and position climate-adaptive products that resist sweat and humidity.
The popularity of sticks, mists, powders and cushions reflects growing interest in products that fit seamlessly into everyday life. Consumers understand the importance of reapplication, but convenience remains a major factor in whether that behaviour happens in real life.
As a result, brands have an opportunity to market these products around real time moments and considered routines rather than focusing exclusively on technical features which can be harder to differentiate from competitors.
A growing category creates more opportunities for SPF brands
SPF brands need to protect themselves against the threat of makeup and skincare products. Despite more products having SPF included, according to Mintel, explicit SPF products are still the go-to. SPF brands are leaving opportunities on the table by not launching adjacent categories, like lipcare, which is outperforming other beauty categories, and base makeup with SPF which would be an easy crossover for SPF brands to help them move into the colour cosmetics category.
The influence of K beauty
The influence of Korean beauty has also shaped expectations across the category. Much of the discussion around K Beauty SPF centres on texture, wearability and skincare benefits. Consumers increasingly expect SPF to feel like an extension of their skincare routine, and those expectations are now influencing purchasing decisions across the wider market.
Taken together, these shifts point towards a larger change in consumer behaviour. Beauty shoppers are moving away from category level purchasing and towards need based purchasing. They are using search engines, social platforms, AI models, and creator content to find products that address specific concerns, often before they engage with a brand directly.
A content and SEO opportunity
For marketers, this creates opportunities that extend beyond product development. Search terms reveal the language consumers use, the barriers they encounter and the questions they need answered before making a purchase. Some of the top searched for terms include “can sun tan lotion expire”, “best sunscreen for face”, and “how often should you apply sunscreen”. Brands that build content around those search insights are often better placed to capture attention during the research phase and guide consumers towards conversion.
SPF remains a highly competitive, but lucrative category, but competition is no longer defined by product performance alone. Increasingly, success depends on how effectively brands connect products with the needs consumers are actively searching for. The brands gaining traction are those that understand the motivations behind those searches and use them to shape everything from their content strategy and creator partnerships to product positioning and customer journeys.
For marketers, looking at consumer search behaviour provides a clear indication of where opportunities exist to make your brand highly visible to the in market consumer. As shoppers become more specific in what they want, brands have an opportunity to create content, campaigns and products that address those needs directly. The brands that do this well will find it easier to stand out in a crowded market and connect consumers with products that fit their routines and personal preferences.
