Brands need to focus their efforts on scientific verification, precise scenario matching and multiple benefits to open up a new era of enhanced value.
Daisy Tong, Senior Analyst, China Insights
Market Definitions
This Report examines the retail market for suncare products. It covers suncare products in segments such as sprays, gels and lotions.
Men’s sunscreen products are also included.
Excluded:
Suncare products for babies and children and beauty and personal care products with SPF protection, such as facial moisturisers and colour cosmetics, are not included in the market size or sales data but are covered in the consumer analysis.
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Executive summary
- Definitions
- What you need to know
- Chinese suncare market size forecast
- Market factors
- Companies and brands
- Innovation drivers and future opportunities
- Keys to success
- What we think
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The market
- Market size and forecast
- Suncare market maintaining steady growth in 2025
- Graph 1: best- and worst-case forecast of suncare retail sales, 2020-30
- Market factors
- Climate change is driving year-round demand for suncare
- Consumers are using suncare products more frequently and in more situations
- Graph 2: ways that suncare usage has increased, 2024
- A boom in sports is expected to spur segmentation and innovation
- Graph 3: sports participation, 2025
- The redefining of suncare offers brands new competitive opportunities
- Graph 4: attitudes towards adding skincare benefits to suncare products, 2020 vs 2024
- Build awareness of suncare as anti-ageing to unleash further growth
- Graph 5: effective anti-ageing approaches – suncare/UV protection, by age of female respondents, 2025
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Companies and brands
- Brand rankings
- Suncare products on Tmall
- Suncare products on Douyin
- New product trends
- Sustainability and environmental claims are popular in major overseas markets; anti-ageing claims are prominent in South Korea
- Graph 6: leading claims of new suncare products in major markets, 2024-25
- Overseas markets: novel ingredients, patented ingredients and ingredient transparency convey anti-ageing value
- China: moisturising/hydrating and botanical/herbal claims remain dominant; time/speed and ease of use claims growing rapidly
- Graph 7: leading claims in new suncare products, 2020-25
- Significant growth in efficacy claims such as suitability for sensitive skin and anti-ageing
- Graph 8: leading skincare claims in new suncare products, 2020-25
- Unlock the sensitive skin market with specialised formulas and emerging technologies
- Titanium dioxide remains the core ingredient; growth in broad-spectrum sunscreens as safety considerations reshape the market
- Graph 9: sunscreen ingredients in new sunscreen launches, 2020-25
- Triple protection* systems address sunburn, tanning and photoageing
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The consumer
- Suncare habits
- Lotions/creams remain the core format/texture; emerging formats are showing potential
- Graph 10: use of suncare product formats, 2023-25
- Women are the core suncare consumers; men’s suncare market still in its infancy
- Graph 11: male use of suncare product formats, 2025
- Graph 12: female use of suncare product formats, 2025
- Younger female consumers are more interested in emerging formats; consumers choose formats based on their skin type
- Graph 13: female use of suncare product formats, by age, 2025
- Graph 14: female use of suncare product formats, by skin type, 2025
- Protection is the primary reason to try new products; portability and scenario-specific demands offer new opportunities
- Graph 15: factors of interest, 2025
- Younger consumers value portability and skin feel, while older consumers focus on efficacy and technology
- Graph 16: factors of interest for women – select options, by age, 2025
- Optimise the traditional lotion/cream experience with innovative formats and new application scenarios
- Innovations in skin feel and increased protection drive improvements in comfort and safety
- Explore the growth potential of the suncare market with portable scenario-based designs
- Protection is the critical decision factor, while product claims and real-world experiences are also important
- Preventing tanning and sunburn the primary reasons for using suncare products
- Graph 17: reasons for using suncare products, 2022
- Protection is not only a reason to buy, but also a key factor in trading up or switching
- Graph 18: motivations for trading up on suncare, 2024
- Consumers value long-lasting protection and water resistance alongside SPF/PA values
- Graph 19: perceptions of protective strength, 2025
- Protective strength is primarily judged based on intuitive experience
- Graph 20: experiences of protective strength, 2025
- Offer enhanced protection and better scenario-based experience; differentiate with technological innovation
- Test products in extreme real-world environments to verify protective strength and enhance brand trust
- Sun protection film technology and performance are now at the core of brand communications
- Offer strong protection with good skin feel through technological innovation to boost brand credibility
- Expand the suncare market with broader awareness and scenario-specific communications
- Rising demand for scenario-based suncare, brands can help consumers with communications around the underlying science
- Graph 21: attitudes towards suncare – select options, 2025
- High protection products remain the mainstream choice as scenario-specific products emerge
- Graph 22: usage by scenario – sunscreen/cream/spray, by SPF value, 2025
- Scenario-specific suncare is expected to drive use of mid-low SPF products for commuting and indoor use
- High SPF products dominate global markets; scenario-specific differentiation is expected to drive segmentation
- Graph 23: SPF values in new suncare products, 2020-25
- Graph 24: SPF values in new suncare products, China vs Japan vs US, 2024-25
- Consumer profiles: users of mid-low SPF* suncare products by scenario
- Consumer awareness of suncare is building; education is key
- Graph 25: attitudes towards suncare, 2023
- Graph 26: discussions about sun anxiety and sunscreen overuse on social media – Xiaohongshu and Douyin, 2024-25
- Consumer education and scenario-specific product matrices are driving specialisation and upgrades in the suncare category
- Immersive interactive content enhances consumer awareness of suncare
- Provide scenario-based SPF guidelines and suncare strategies
- Promote better sun protection through scientific suncare
- Incorporate scenario-oriented protection into the product matrix, providing all-round suncare solutions
- Consumers expect more than just protection from the sun: they also look for skincare and tinting makeup benefits
- Consumers expect suncare products to offer more added value
- Graph 27: attitudes towards suncare – select options, 2025
- Suncare is rapidly converging with high-end skincare
- Graph 28: additional benefit expectations – select options, 2025
- Combined suncare and makeup products are on trend with younger consumers
- Graph 29: attitudes towards suncare – when base makeup or cosmetic products already offer sun protection, there is no need to use additional sunscreen, by age and skin type of female respondents, 2025
- Graph 30: expectations for additional benefits, selected options, by age of female respondents, 2025
- Multifunctional products are driving innovative fusions of suncare with skincare and colour cosmetics
- Enhance brand memorability with star ingredients and precise positioning
- Incorporate restorative benefits to suit both everyday uses and special applications
- Carve out extra value with product combination strategies
- Powder technology enables lightweight sun protection, balancing protection with skintone enhancement
- Suncare is driving innovations in base makeup, as multifunctionality pushes the boundaries of the category
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Appendix – market size and forecast, research methodology
- Market size and forecast
- Methodology
- Methodology: TURF analysis
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