Consumer behaviors in the sun care category are evolving rapidly. It is becoming increasingly clear how significantly generation, lifestyle, and gender influence attitudes toward SPF protection. According to data from the Sun Care Cosmetics Market Size, Industry Report 2033 (Grand View Research), sun protection products are no longer perceived solely as a holiday must-have. They are becoming an integral part of daily skincare routines. However, not for everyone.
Women: SPF as a Daily Anti-Aging Essential
spfConsumer research clearly shows that women are leading the way in incorporating SPF into their daily skincare routines. When choosing sunscreen products, they are guided by their awareness of UV radiation’s impact on skin aging, loss of firmness, and the formation of hyperpigmentation.
For many women, SPF is more than just protection – it is a multifunctional cosmetic that combines skincare, anti-aging benefits, and comfort of use. They increasingly reach for lightweight emulsions, SPF fluids, hybrid protective-care products, and BB creams with SPF, which provide effective protection without leaving a white cast or sticky residue.
Generation Z: SPF as an Investment in Skin’s Future
This generation, raised in the era of social media, online education, and skinfluencers, treats SPF as an investment in long-term skin health. Generation Z uses sunscreen regularly, year-round, regardless of the weather, fully understanding the role of UV protection in preventing photoaging and skin cancer.
It is also worth noting that for Gen Z, brand values are important – they are more likely to choose vegan, cruelty-free formulas and mineral sunscreen products that do not negatively impact aquatic environments.
Millennials: Pragmatism and Multifunctionality
Millennials, who balance work and private life, value practical, multifunctional solutions. Their cosmetic bags are dominated by 2-in-1 and 3-in-1 products: lightweight moisturizers with high SPF that can be applied quickly without stickiness or greasiness.
For millennials, SPF is a tool for daily skincare and convenience – they expect sunscreens to be easy to apply, compatible with makeup, and resistant to rubbing off throughout the day.
Generation X and Baby Boomers: SPF Mainly in Summer
Generation X and Baby Boomers still most often reach for SPF seasonally, primarily during holidays and summer outings. For many in these groups, daily sun protection remains a new concept, which creates a significant opportunity for brands to educate and build awareness.
However, there is a growing interest in SPF within this group in the context of preventing hyperpigmentation and skin cancer, creating opportunities for expanding offerings of classic sunscreen formats (creams, lotions) and products specifically designed for mature skin.
Everyone Expects Comfort and Hydration
Regardless of age and gender, consumers expect SPF products to not only protect effectively but also care for the skin. Hydration, lightweight consistency, and the absence of a heavy feeling on the skin are common expectations across all age groups.
What Does This Mean for Cosmetic Brands?
✅ Growing demand for year-round, not just seasonal, SPF products.
✅ The need to combine UV filters with skincare benefits (anti-aging, hydration, mattifying effects).
✅ Development of lightweight formulas aligned with the skip-care and multifunctionality trends.
✅ Building education among Generation X and Baby Boomers on daily sun protection.
All these trends present opportunities for brands that want to meet current consumer needs and develop innovative sun care products.
Produce All Safe SPF Cosmetics with MG Evolution®
At MG Evolution®, we create modern, stable, and comfortable sun protection formulas that meet the needs of consumers across all generations: from lightweight SPF50+ creams and mineral emulsions to hybrid anti-aging products with UV protection.
If you are planning to expand your brand with UV protection products, contact us. We will help you develop a formula that aligns with current market demands and your customers’ expectations.
