SunGuardians is Evonik’s latest European sun protection concept. It has been developed to meet the growing demand for high-performance sun protection, offering tailored formulations for different lifestyles – whether you are relaxing on the beach, navigating the city or on-the-go.
While sunscreen was traditionally used only seasonally, its increasing integration of sun defense in various beauty categories is turning it into a year-round product. This shift is being driven, among other things, by a growing health awareness, meaning that today’s sun protection products are designed to do more than just block UV rays. Modern sun protection is more versatile than ever before, catering for various skin types and lifestyles. At the same time, they must all provide optimum protection against the sun’s effects. Let's take a look at what influences sun protection.
Key trends driving the European sun protection market
Sun Protection Factor (SPF) 50 or 50+
Consumers' need for high protection is reflected in the fact that SPF 50 and higher account for 72% of sun protection product launches in Europe between January 24 and May 25.
Make it mine
Sun protection products are no longer a one-size-fits-all. They are evolving to offer a more tailored experience, in line with the mega trend of personalization. Consumers are looking for sun protection products that complement their individual skin types, routines, and lifestyles. For example, Mintel data shows that 59% of Italian consumers have searched how suitable a sun protection product is for their skin type. Spate also confirmed that the most frequently searched concerns have been e.g. related to oily skin, revealing that consumers are looking for products designed for their skin type.
Skinification
As Euromonitor has stated, the momentum of “healthy ageing” continues, with consumers being drawn towards multifunctional skin care solutions that address multiple skin concerns simultaneously. Furthermore, a Mintel analysis revealed that the number of launches claiming anti-aging in the sun care category tripled between 2020 and 2024. And 75% of Italian consumers say that concerns about skin ageing encourage them to use sun protection. All these findings confirm that a rise in skin-conscious sun protection beyond SPF can be observed, with consumers increasingly looking for products that offer more than just sun protection.
New formats/textures
Although creams and lotions remain popular and are still the leading formats, innovation is booming. More diverse formats and textures are being launched to fulfill consumers’ desire for an enjoyable experience. According to a Mintel analysis, 86% more sun care oils were launched in 2024 than in 2023. During the same period, the number of sun care stick launches increased by an impressive 164%. Such on-the-go formats are expected to increase as consumers are becoming more aware of the need to reapply sun protection products regularly. At the same time, demand for convenient, hands-free products is on the rise, and sun sticks effectively cater to this preference.
Different lives. One need: daily sun protection. We’ve got you covered – every day, everywhere.
