Canada Suncare and Skin Protection Market Report 2026
Canada's economic landscape is evolving, with inflation now aligning with the Bank of Canada's 2.4% CPI target.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for suncare and skin protection
- Opportunities
- Position year-round SPF as wellness behaviour
- Leverage interest in cosmetic procedures
- Make SPF a value-first daily staple
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THE MARKET
- Economic snapshot
- Canadian economic outlook
- Affordability limits skin protection usage
- Graph 1: suncare and skin protection product usage, by household income, 2025
- Economic and political concerns shape travel patterns
- Increase in domestic travel shifts perceptions of sun protection needs
- Graph 2: Canadian residents returning from travel to the United States by automobile, 2024-25
- Health Canada regulations limit availability of in-demand ingredients
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THE CONSUMER
- Product usage
- Protective personal care products are on the rise
- Graph 3: suncare and skin protection formats used (net), 2025 vs 2026
- Women show greater category involvement
- Graph 4: suncare and skin protection formats used, men vs women, 2025
- Increase repertoire with adjacent support products
- Product usage varies by racial background
- Graph 5: suncare and skin protection formats used, by racial background, 2025
- Addressing BIPOC-specific skin concerns
- Product usage frequency
- Daily routines are being streamlined
- Graph 6: daily usage of skin protection and suncare products, 2025 vs 2026
- Personal care products with protection are used with more consistency
- Graph 7: usage frequency of suncare and skin protection products, among users, 2025
- Younger consumers are more consistent with year-round SPF protection
- Graph 8: year-round usage of specific sun and skin protection product, among users of specific products, by age, 2025
- Give consumers a reason to use your product year-round…
- …including season-specific protections
- Barriers to usage
- Budget-friendly brands can win over curious young consumers…
- …and can find them easily online
- Graph 9: “Social media (eg Instagram, TikTok) helps me find new brands/products to try” (% agree), by age, 2025
- Motivations for using sun and skin protection
- Women have a wider range of sun protection motivations
- Graph 10: motivations for using skin protection products, men vs women, 2025
- Linking beauty and health benefits will motivate younger shoppers
- Graph 11: motivations for using skin protection products (select), by age, 2025
- Move beyond ‘no white cast’ messaging to connect with BIPOC shoppers
- Format interest and usage
- Less conventional formats appeal more strongly to younger shoppers
- Graph 12: any plans to use sun protection format in the next 12 months, by age, 2025
- Addressing sensory-related barriers will appeal to users and non-users alike
- Addressing texture barriers head-on
- Convenient, on-the-go formats make reapplication easier
- Sunscreen purchase factors
- Prioritize texture and protection to appeal to female shoppers
- Graph 13: important purchase factors when shopping for skin protection products (any top 3 mention); (select), men vs women, 2025
- SPF levels are especially important to older shoppers
- Graph 14: important purchase factors (any top 3 mention) when shopping for skin protection products (select), by age, 2025
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PRODUCT, INNOVATION AND MARKETING
- Personalization is a huge draw for younger women
- Graph 15: ‘I wish there were more sun protection product options made specifically for my skin type (eg oily, sensitive)’, by age x gender, 2025
- Suncare goes beyond protection
- Expanding into fragrance brings new benefits to the suncare category
- Skincare ingredients become commonplace
- Post-exposure products do more than soothe
- Positioning sun protection as a wellness tool supports consistent usage
- Suncare as a self-care non-negotiable
- A focus on formulations will help reassure skeptical shoppers
- Formulation-focused innovations can build value
- Support cosmetic procedures with added protection for post-treatment
- Help ‘Sephora kids’ become sun care kids
- And now for something completely different
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APPENDIX
- Market definition
- The consumer
- Consumer research questions
- Consumer research methodology – Canada
- Canada – generation groups
- Abbreviations
"Consumers seek products that combine UV protection with skincare benefits, while also addressing their sensory preferences and individual needs."
Meghan Ross, Senior Research Analyst - Home & Beauty
Canada’s economic landscape is evolving, with inflation now aligning with the Bank of Canada’s 2.4% CPI target. However, a 6.5% unemployment rate highlights ongoing strain on household budgets, reflecting persistent financial pressures. Yet, demand for skin protection products remains strong, with 72% of consumers using such products despite cost-of-living concerns. This reflects widespread acknowledgement of the category’s relevance. As financial caution takes hold, consumers opt for multifunctional and hybrid SPF formats that fold sun protection into everyday personal care.
The most significant market opportunity lies in year-round, multi-benefit personal care with integrated SPF protection designed for streamlined consumer routines. Meanwhile, the category’s greatest threat is a combination of affordability challenges and strict regulatory controls, which has prompted some consumers to import sunscreens lacking Canadian approval. Health Canada’s deliberate pace in approving new UV filters has slowed innovation, curbing both product variety and category engagement.
This report looks at the following areas:
- Market factors impacting the Canadian suncare and skin protection category
- Product usage trends
- Product format preferences
- Usage frequency
- Key purchase drivers for suncare products
- Category motivations and barriers
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
- Sunscreen
- Sunless tanners
- Suntan lotions and oils (including those for indoor tanning beds)
- Beauty and personal care products that contain skin protection claims (eg SPF, anti-pollution, etc.)
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