Veylinx Study Reveals Increasing Demand for Multi-Purpose Sunscreens

A new study from leading behavioral research firm Veylinx reveals consumer SPF preferences, emerging skincare trends, and how much consumers are willing to pay for sunscreen—a behavior driven by a growing fear of sun exposure.

Veylinx surveyed consumers on their preferences and willingness to pay for basic versus enhanced versions of popular sunscreen brands.

The findings highlight growing consumer awareness of sunscreen benefits and a growing demand for sunscreen products that go beyond basic UV protection. Demand for products with anti-aging benefits grew 49%, followed by moisturizers up 33%, and products containing vitamin C up 23%.

The study shows that 38% of people never feel completely at ease in the sun, 60% report burning easily, and 41% worry about skin damage. 30% of respondents apply sunscreen every day during the summer, while another 21% apply five to six times a week, while only 27% use sunscreen year-round. 65% of consumers prefer sunscreens with an SPF of 40 or higher.

The study also compared brands, with the overall ranking showing Neutrogena at the top with 41%, followed by Cerave 38%, Coppertone 35%, Olay 33%, Supergoop 17%, and Target's Up & Up brand 14%.

Supergoop, which has moisturizing properties, has the highest price, while Supergoop, Cerave, and Olay's anti-aging products have seen the largest increase in demand over basic versions.

Notably, 27% of consumers choose reef-safe sunscreens, and consumers interested in these products are willing to pay 14% more, making "reef-safe" a potential important revenue driver for brands. While this suggests consumers are more concerned about ocean protection, only 16% choose to use sustainable packaging.