Madina Sautova, Juergen Vollhardt and Michele Marchini, DSM09.17.18
Despite concerted efforts from public health officials and scientific experts to warn consumers about the dangers of excessive sun exposure, skin cancer rates continue to climb. In fact, they’ve been rising for decades: currently, there are between 2 and 3 million cases of non-melanoma and 132,000 cases of melanoma cancers globally each year.[1] This is especially puzzling, considering that sunscreen purchases have shifted toward high protection levels with broad spectrum capabilities.
While there’s fairly high awareness of the links between sun exposure and skin cancer, it seems there’s a gap, a potentially harmful one, between what is necessary for prevention and what consumers believe and actually do to protect themselves. Research reveals that women and especially men are far less protected from the sun than once thought (using too little sunscreen, too infrequently) and far more critical of the sensory properties of the products they do use (too oily, too uncomfortable). Case in point: in the US, only 30% of women[1] and 14% of men[2] use sunscreen daily. Moreover, in the US, someone dies from skin cancer every 53 minutes.[2]
At DSM we believe that fighting this preventable cause of death is our responsibility. By working within the industry and also in alignment with governments, health institutions and NGOs, we can develop products that consumers want to use and also help to reach them on why they should use them in the first place.
Adequate Sun Protection Is Far Less Than Believed
Safe enjoyment of the sun should be within everyone’s reach. It’s a vital part of life and offers important benefits in terms of both health (vitamin D) and beauty (a sun-kissed glow). Still, every type of skin needs some form of protection since sun exposure is the primary factor in skin cancer risk. Establishing some key habits can help everyone to enjoy the sun safely; for example, avoiding the sun during peak hours; covering up when exposure is unavoidable; and complementing these measures with a sunscreen product. During a day at the beach, ensuring all exposed skin is protected remains critical to avoiding localized sunburns or invisible damage that takes place before sunburn occurs.
Rising skin cancer rates indicates that consumers who get exposed are somehow not following recommendations. Why? To find out, DSM commissioned a quantitative online study among 5,600 consumers across eight countries, Germany, France, UK, US, Brazil, South Korea, China and Australia, to better understand the gap between expert recommendations and actual usage and what barriers are driving people to leave their skin unprotected.
Based on our study results we found that approximately 26% of consumers did not use any sun protection products with SPF in the past 12 months. Globally this would amount to roughly 2 billion people [3] (this figure is extrapolated based on DSM’s quantitative study). Among those who do apply sun protection, only 38% follow the recommendation to use it year-round, which means that only 28% of the total population considers using sunscreen all year round. Consumers who do use sun protection all year long generally only apply once a day, against guidelines to re-apply throughout the day for the maximum benefit, and they don’t use the recommended amount. Taken together, survey responses reveal that only 10% of the population is fully protecting themselves from the sun in line with experts’ recommendations.
The Sun Shines Everywhere, But Usage Varies by Country
There were some notable regional differences in the survey data as well. The country with the highest percentage of non-users is France (44%), while in Korea only 12% did not use any sunscreen in the past 12 months. In both the US and UK, approximately three quarters of respondents used an SPF product in the past year. Both France and Germany have the lowest number of year-round sunscreen users (only 16%). In sun-soaked Australia, 45% claim year-round usage, yet 67% of Australians will be diagnosed with skin cancer by age 70.[4]
Clearly, habits and attitudes play a key role in whether and how consumers are choosing to protect themselves from the sun. In many cases and in many places, the power of the sun is underestimated.
Take the UK, for example: there are more than 15,000 new melanoma skin cancer cases here every year; that’s 42 every day (2013-2015).[5] For both males and females here, melanoma skin cancer is the fifth most common cancer,6 and more than six people die every day from the disease.[6] In France, skin cancers are among the most frequent cancer with about 60,000 new cases every year.[6] Melanoma skin cancer is the ninth most common cancer for all genders here.[7]
Habits and Attitudes Create Barriers to Usage
Despite the fact that most of the consumers surveyed believe that exposure to the sun is a risk factor for skin cancer, we already learned that roughly 2 billion people (again, this figure is extrapolated based on DSM’s quantitative study) didn’t use sunscreen at all in the past year. Their reasons range from not traveling to sunny places, to believing their skin does not need protection, to not being in the habit of using lotions and creams.
Also among the top 10 reasons was believing that sunscreens are too oily/greasy and simply not bothering with it at all. This is overwhelmingly true among young people (age 18-29) as well; as a group, they’re far more likely to use sunscreen, but those that don’t feel strongly that sunscreens are too oily/greasy and leave an undesirable white cast on the skin. They’re also not yet in the habit of applying lotions and creams.
Social Media Conversations Reflect Similar Attitudes and Perceptions
Alongside the traditional quantitative survey, DSM engaged in complementary “social listening” research to hear what people (consumers, experts and brand ambassadors) say spontaneously about sunscreen usage across a range of social media platforms. These conversations reveal that the main driver to using sunscreen is to avoid skin cancer and, secondarily, sunburns. Among those who don’t use sunscreen, there’s a belief that it doesn’t provide adequate protection and a dislike of the same sensory qualities mentioned in the quantitative study (oily/greasy). The sunscreen attributes consumers value most are texture/finish/absorption; accordingly, the most important feature mentioned was not leaving a white cast on the skin: “This is the best sunscreen! No white cast, not greasy,” or the negative, “They all left a noticeable white cast.”
Focused Strategies Could Combat Rising Skin Cancer Rates
There are some steps that can be taken to encourage broader sunscreen use in order to reduce rising skin cancer rates. One is clever management of the total oil load of a sunscreen, the source for greasiness adversity. DSM recently launched a Sunscreen Optimizer tool, available to all sunscreen formulators, to make it easier and faster to both develop new products and optimize existing ones. This free tool can compare a broad range UV filter combinations and not only provides just some performance data but also predicts the oil content of combinations to optimize skin feel.
Another complimentary solution is the use of sensory modifiers—ingredients that reduce the feeling of oiliness or greasiness that comes from UV filters, and leaves the skin feeling pleasantly dry and smooth. These can be easily and effectively added to existing formulations without affecting performance. At DSM we develop these modifiers with a panel of highly skilled sensory experts that quantified the sensory benefits by descriptive sensory analysis and helped to select the most effective technology. Using this input, we collaborate with brand owners to help develop products with the right attributes that consumers would not shy away from. On top of that, we helped to develop new application forms, e.g. UV protection sticks, that leave the hands oil-free.
Consumers Want Information About Sun Safety
There’s also an opportunity to shift behaviors and attitudes through better education and awareness of the importance of sun protection. In the qualitative study, about half of consumers feel they don’t get enough information on skin cancer prevention. The study also indicates that consumers want to be educated about both the positive and negative effects of sun exposure, yet they’re skeptical of information specifically linked to products. This creates a space for those within and outside of the industry to provide evidence-based information about the risks associated with sun exposure, and how consumers can use sunscreen to protect themselves from skin cancer.
Additionally, education efforts that specifically target young people, who are generally more likely to use sunscreen but also more sensitive to the feel of the products they use, could be particularly effective. Young people are still developing daily habits and are receptive to new ideas, especially those that enable them to make their own decisions about their health and wellness. Emphasizing that it’s possible to have fun in the sun while staying safe could help nurture the next generation of consumers who make sunscreen use a daily habit.
Working Toward A Bright, Cancer-Free Future For All
Creating products that encourage people to make sun protection part of their daily routine, so that they can enjoy the sun safely, can have a significant impact on reducing the number of skin cancer cases. Combined with thoughtful, specific audience-targeting education initiatives, reducing the blight of skin cancer in our society is in reach. It’s a journey that requires alignment among a range of stakeholders. Together, we can seize the opportunity to cultivate a new attitude toward sun protection that boosts both quality and quantity of life. •
References
[1] ‘Most Americans Don’t Use Sunscreen’ ADD 2015
[2] Cancer Facts and Figures 2018. American Cancer
[3] This calculation is based on the average % sunscreen usage noted in a DSM quantitative survey performed in 8 research countries in December 2017.
[4] Victorian Skin Cancer Council
[5] Cancer Research UK
[6] La Ligue Contre Le Cancer
[7] Skin Cancer Statistics, Ooreka France
About the Authors
Madina Sautova is head of marketing communications personal care and aroma ingredients, DSM Nutritional Products. Email: madina.sautova@dsm.com
Juergen Vollhardt is head of science & promotion, sun care. Email: Juergen.vollhardt@dsm.com
Michele Marchini is market & consumer insights manager. Email: michele.marchini@dsm.com
While there’s fairly high awareness of the links between sun exposure and skin cancer, it seems there’s a gap, a potentially harmful one, between what is necessary for prevention and what consumers believe and actually do to protect themselves. Research reveals that women and especially men are far less protected from the sun than once thought (using too little sunscreen, too infrequently) and far more critical of the sensory properties of the products they do use (too oily, too uncomfortable). Case in point: in the US, only 30% of women[1] and 14% of men[2] use sunscreen daily. Moreover, in the US, someone dies from skin cancer every 53 minutes.[2]
At DSM we believe that fighting this preventable cause of death is our responsibility. By working within the industry and also in alignment with governments, health institutions and NGOs, we can develop products that consumers want to use and also help to reach them on why they should use them in the first place.
Adequate Sun Protection Is Far Less Than Believed
Safe enjoyment of the sun should be within everyone’s reach. It’s a vital part of life and offers important benefits in terms of both health (vitamin D) and beauty (a sun-kissed glow). Still, every type of skin needs some form of protection since sun exposure is the primary factor in skin cancer risk. Establishing some key habits can help everyone to enjoy the sun safely; for example, avoiding the sun during peak hours; covering up when exposure is unavoidable; and complementing these measures with a sunscreen product. During a day at the beach, ensuring all exposed skin is protected remains critical to avoiding localized sunburns or invisible damage that takes place before sunburn occurs.
Rising skin cancer rates indicates that consumers who get exposed are somehow not following recommendations. Why? To find out, DSM commissioned a quantitative online study among 5,600 consumers across eight countries, Germany, France, UK, US, Brazil, South Korea, China and Australia, to better understand the gap between expert recommendations and actual usage and what barriers are driving people to leave their skin unprotected.
Based on our study results we found that approximately 26% of consumers did not use any sun protection products with SPF in the past 12 months. Globally this would amount to roughly 2 billion people [3] (this figure is extrapolated based on DSM’s quantitative study). Among those who do apply sun protection, only 38% follow the recommendation to use it year-round, which means that only 28% of the total population considers using sunscreen all year round. Consumers who do use sun protection all year long generally only apply once a day, against guidelines to re-apply throughout the day for the maximum benefit, and they don’t use the recommended amount. Taken together, survey responses reveal that only 10% of the population is fully protecting themselves from the sun in line with experts’ recommendations.
The Sun Shines Everywhere, But Usage Varies by Country
There were some notable regional differences in the survey data as well. The country with the highest percentage of non-users is France (44%), while in Korea only 12% did not use any sunscreen in the past 12 months. In both the US and UK, approximately three quarters of respondents used an SPF product in the past year. Both France and Germany have the lowest number of year-round sunscreen users (only 16%). In sun-soaked Australia, 45% claim year-round usage, yet 67% of Australians will be diagnosed with skin cancer by age 70.[4]
Clearly, habits and attitudes play a key role in whether and how consumers are choosing to protect themselves from the sun. In many cases and in many places, the power of the sun is underestimated.
Take the UK, for example: there are more than 15,000 new melanoma skin cancer cases here every year; that’s 42 every day (2013-2015).[5] For both males and females here, melanoma skin cancer is the fifth most common cancer,6 and more than six people die every day from the disease.[6] In France, skin cancers are among the most frequent cancer with about 60,000 new cases every year.[6] Melanoma skin cancer is the ninth most common cancer for all genders here.[7]
Habits and Attitudes Create Barriers to Usage
Despite the fact that most of the consumers surveyed believe that exposure to the sun is a risk factor for skin cancer, we already learned that roughly 2 billion people (again, this figure is extrapolated based on DSM’s quantitative study) didn’t use sunscreen at all in the past year. Their reasons range from not traveling to sunny places, to believing their skin does not need protection, to not being in the habit of using lotions and creams.
Also among the top 10 reasons was believing that sunscreens are too oily/greasy and simply not bothering with it at all. This is overwhelmingly true among young people (age 18-29) as well; as a group, they’re far more likely to use sunscreen, but those that don’t feel strongly that sunscreens are too oily/greasy and leave an undesirable white cast on the skin. They’re also not yet in the habit of applying lotions and creams.
Social Media Conversations Reflect Similar Attitudes and Perceptions
Alongside the traditional quantitative survey, DSM engaged in complementary “social listening” research to hear what people (consumers, experts and brand ambassadors) say spontaneously about sunscreen usage across a range of social media platforms. These conversations reveal that the main driver to using sunscreen is to avoid skin cancer and, secondarily, sunburns. Among those who don’t use sunscreen, there’s a belief that it doesn’t provide adequate protection and a dislike of the same sensory qualities mentioned in the quantitative study (oily/greasy). The sunscreen attributes consumers value most are texture/finish/absorption; accordingly, the most important feature mentioned was not leaving a white cast on the skin: “This is the best sunscreen! No white cast, not greasy,” or the negative, “They all left a noticeable white cast.”
Focused Strategies Could Combat Rising Skin Cancer Rates
There are some steps that can be taken to encourage broader sunscreen use in order to reduce rising skin cancer rates. One is clever management of the total oil load of a sunscreen, the source for greasiness adversity. DSM recently launched a Sunscreen Optimizer tool, available to all sunscreen formulators, to make it easier and faster to both develop new products and optimize existing ones. This free tool can compare a broad range UV filter combinations and not only provides just some performance data but also predicts the oil content of combinations to optimize skin feel.
Another complimentary solution is the use of sensory modifiers—ingredients that reduce the feeling of oiliness or greasiness that comes from UV filters, and leaves the skin feeling pleasantly dry and smooth. These can be easily and effectively added to existing formulations without affecting performance. At DSM we develop these modifiers with a panel of highly skilled sensory experts that quantified the sensory benefits by descriptive sensory analysis and helped to select the most effective technology. Using this input, we collaborate with brand owners to help develop products with the right attributes that consumers would not shy away from. On top of that, we helped to develop new application forms, e.g. UV protection sticks, that leave the hands oil-free.
Consumers Want Information About Sun Safety
There’s also an opportunity to shift behaviors and attitudes through better education and awareness of the importance of sun protection. In the qualitative study, about half of consumers feel they don’t get enough information on skin cancer prevention. The study also indicates that consumers want to be educated about both the positive and negative effects of sun exposure, yet they’re skeptical of information specifically linked to products. This creates a space for those within and outside of the industry to provide evidence-based information about the risks associated with sun exposure, and how consumers can use sunscreen to protect themselves from skin cancer.
Additionally, education efforts that specifically target young people, who are generally more likely to use sunscreen but also more sensitive to the feel of the products they use, could be particularly effective. Young people are still developing daily habits and are receptive to new ideas, especially those that enable them to make their own decisions about their health and wellness. Emphasizing that it’s possible to have fun in the sun while staying safe could help nurture the next generation of consumers who make sunscreen use a daily habit.
Working Toward A Bright, Cancer-Free Future For All
Creating products that encourage people to make sun protection part of their daily routine, so that they can enjoy the sun safely, can have a significant impact on reducing the number of skin cancer cases. Combined with thoughtful, specific audience-targeting education initiatives, reducing the blight of skin cancer in our society is in reach. It’s a journey that requires alignment among a range of stakeholders. Together, we can seize the opportunity to cultivate a new attitude toward sun protection that boosts both quality and quantity of life. •
References
[1] ‘Most Americans Don’t Use Sunscreen’ ADD 2015
[2] Cancer Facts and Figures 2018. American Cancer
[3] This calculation is based on the average % sunscreen usage noted in a DSM quantitative survey performed in 8 research countries in December 2017.
[4] Victorian Skin Cancer Council
[5] Cancer Research UK
[6] La Ligue Contre Le Cancer
[7] Skin Cancer Statistics, Ooreka France
About the Authors
Madina Sautova is head of marketing communications personal care and aroma ingredients, DSM Nutritional Products. Email: madina.sautova@dsm.com
Juergen Vollhardt is head of science & promotion, sun care. Email: Juergen.vollhardt@dsm.com
Michele Marchini is market & consumer insights manager. Email: michele.marchini@dsm.com
