- Australia ranks second in Asia Pacific for aftersun care demand, at USD28 million in 2024
- Growth in aftersun care and self-tanning categories driven by sun safety and skin cancer awareness
- Increasing daily use of sun care products, with greater demand for higher SPF levels
SINGAPORE – Rising awareness around sun safety is driving demand for aftersun and self-tanning products in Australia, according to data analytics company Euromonitor International.
Aftersun and self-tanning categories are poised for growth as Australian consumers prioritise skin health and safer tanning methods. Data from Euromonitor’s Sun care in Australia report shows these two segments account for 27% of Australia’s total sun protection market, significantly higher than the Asia Pacific average of less than 3%.
Yang Hu, insights manager for health and beauty Asia at Euromonitor International, explained: "The Australian lifestyle, with its outdoor focus, encourages a sun-kissed look but also highlights the need for aftersun care and safer alternatives. With one of the world’s highest UV indexes, sun safety awareness presents significant growth opportunities in the market.”
Sun safety drives aftersun and self-tanning demand
Growing awareness of the risks of UV exposure has driven a cultural shift towards sunless tanning methods, with consumers opting for self-tanning products to achieve a healthy glow without endangering their skin.
Advancements in self-tanning formulations have improved their appeal, offering streak-free, natural-looking results. Brands are innovating with hydrating and quick-drying ingredients, natural formulations, and customisable shades for different skin tones.
Aftersun products are also gaining traction, with Australia ranking second in Asia Pacific for aftersun care demand, valued at USD28 million in 2024. While behind China’s USD151 million (due to its population size), Australia’s forecasted growth rate of 2% from 2025 to 2026 will outpace China’s 1.5%.
Steady growth in sun protection demand
Australia's sun protection market is set to grow steadily, with demand expected to increase by 3% year-on-year from 2025 to 2026. Although the country ranks fourth in the region for sun protection sales at USD215 million in 2024—behind China, Japan, and South Korea—its focus on higher SPF and innovative delivery formats is driving growth.
Australians are increasingly using sun-protection products with SPF 50+ daily. According to Euromonitor’s Voice of the Consumer: Beauty Survey, fielded June to July 2024, in 2024, 11% of Australians used such products daily, compared to 6% in 2018. Additionally, 15% used them 3–5 times a week in 2024, up from 7% in 2018.
Yang noted: "There’s a growing preference for facial sun care products, which are being incorporated into daily routines rather than reserved for occasional use. This behavioural shift is driving demand for SPF 30+ and higher.”
Innovative formats have further supported this trend, with consumers seeking products that are easy to apply and reapply throughout the day. This focus on convenience, combined with higher sun safety awareness, continues to shape the Australian sun care market.
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