Behavioral research company Veylinx conducted a behaviorally focused survey of 1,609 U.S. consumers to find out what they want when it comes to their everyday sunscreen.
A study comparing consumer preferences and willingness to pay for basic versions of popular sunscreen brands versus new, enhanced benefit versions revealed that users are becoming more sun-protection conscious and are seeking assortments that offer more than just basic UV protection.
Demand for products with anti-ageing properties has increased by 49%, followed by over 33% looking for moisturizing products. Over 23% are looking for products containing Vitamin C, for which consumers are willing to pay more.
[Read more: Neutrogena preps for summer with Sport sunscreen launches]
While 71% of those surveyed admitted to enjoying time in the sun, around 38% of respondents admitted that they don’t feel completely relaxed in the sun, which could be linked to 60% saying they burn easily and 41% being concerned about skin damage caused by the sun.
When it comes to what sunscreen products shoppers are adding to their carts, 41% prefer Neutrogena, 38% choose CeraVe, 35% choose Coppertone products, 33% choose Olay, 17% shop at Supergoop and 14% buy Target’s Up & Up brand.
