“Demand for SPF no longer really depends on the sun or the weather. It is driven by preventative skincare habits, a culture of wellbeing and an awareness of the cumulative effects of UV exposure on a daily basis, even in cold or cloudy weather,” says Larissa Jensen, SVP Global Beauty Industry Advisor at Circana.

Australia at the forefront

In Australia, sales of suncare products have soared by nearly 60 per cent in four years, rising from 64.4 million Australian dollars in the summer of 2022 to 102.7 million in the summer of 2026.
The average price per unit has risen by 35 per cent over the same period, a sign that the category is moving upmarket.

Europe Exceeds Expectations

In Europe, the suncare category is worth 1.6 billion euros across the six largest markets (France, Germany, Italy, the Netherlands, Spain and the UK). Sales have risen by 11.6 per cent year-on-year. The UK is outperforming its neighbours: sales of suncare products there have risen by 16.3 per cent in value terms.
The luxury segment confirms this trend. High-end products grew by 20 per cent in value in the first quarter of 2026, despite this being one …