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US consumers are continuing to spend more on sun protection products, with average annual spend per buyer rising to $44.24.
June 24, 2026
By: Lianna Albrizio
Associate Editor
A high heat index no longer controls consumer purchasing behavior when it comes to SPF. Their concern is ensuring their precious asset – their skin – is protected all year round.
“SPF demand is becoming less dependent on sunshine and weather patterns, and more closely linked to preventative skincare habits, wellness culture and awareness of the cumulative effects of daily UV exposure, even during colder or cloudier months,” said Larissa Jensen, SVP Global Beauty Industry Advisor, Circana.
In the US, the total sun care category reached $2.7 billion in value sales in the 12 months ending March 2026, up 6% year-on-year (YoY). Mid-range or “masstige” SPF brands significantly outperformed traditional mass-market products, growing 23% and generated $323 million in value sales.
What’s more, US consumers are continuing to spend more on sun protection products, with average annual spend per buyer rising to $44.24, up 2% YoY, while purchase frequency remained steady at around three purchases per shopper annually. Average product prices also increased to $13.15.
Mass retail is the leading channel for sun care sales in the US, followed by e-commerce, drug stores, beauty specialty retailers and traditional grocery outlets.
US prestige sun care sales also remained strong, analysts say, reaching $774.9 million, up 11% YoY for the same period. Coinciding with shoppers becoming more ingredient-focused, the growth in mineral-based sun care is significantly outpacing that of chemical sunscreens.
For our latest coverage on the suncare market, go here.
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