Sunscreen use has significantly increased in the Asia-Pacific (APAC) region in recent years. While it was once mainly associated with holidays and beach time, modern consumers now view it as a key part of their daily skincare routine. Younger generations are more aware of sun exposure risks, likely due to awareness campaigns and social media influence. As a result, cosmetics companies are focusing on millennials to create a substantial influence in the Asia-Pacific (APAC) suncare market, which is set to expand by a value compound annual growth rate (CAGR) of 4-5% over 2023-28^, according to GlobalData, a leading data and analytics company.
Mani Bhushan Shukla, Consumer Analyst at GlobalData, comments: “The negative health implications of sun damage have been well recognized in the APAC region for a long time. Additionally, the increasing awareness of sun exposure as a cause of aging and appearance-related damage has emerged as a key factor driving the demand for suncare products.
“In addition to its health benefits, sun protection has become a cosmetic essential, forming a key part of daily beauty routines. This is especially true for younger individuals, who are more focused on appearance due to the influence of social media. A survey corroborates this trend, where 65% of millennial respondents in Asia and Australasia regard social media recommendations as either essential or nice to have in their purchasing decisions for cosmetics and toiletries*.”
Deepak Nautiyal, Consumer and Retail Commercial Director, Asia-Pacific and Middle East, GlobalData, notes: “The evolving dynamics of consumer preferences highlight the need for advancements in cosmetic formulations. Consequently, the trend of integrating sun protection into cosmetics is on the rise, with consumers increasingly seeking effective, long-lasting sun defense in products like makeup for a more versatile solution.
“Many cosmetics companies are striving to attract these consumers by offering multifunctional products. For instance, Mebius Pharmaceutical introduced a Simius UV Essence EX in an SPF 50+ PA ++++ variant in Japan. According to the company, the product offers multiple functionalities of a sunscreen, serum, and makeup base. Likewise, in Malaysia, a Vaseline Healthy Bright branded Daily Sun Refreshing Serum in an SPF 50 PA++ variety was launched by Unilever Malaysia. In addition to sun protection, the product is also claimed to contain ingredients such as menthol, niacinamide, and vitamins C and E to nourish and moisturize the skin.”
Shukla adds: “Celebrity endorsements significantly impact consumer behavior, encouraging individuals to embrace a premium lifestyle by purchasing the products they endorse. This aligns with GlobalData’s consumer survey, where 51% of consumers in Asia and Australasia consider “endorsed by celebrity or organization” attribute in product purchases as either essential or nice to have*. By partnering with popular celebrities, manufacturers can leverage their vast and dedicated fan bases to significantly improve the visibility and credibility of their products among consumers.”
Nautiyal continues: “There is a notable preference among consumers for targeted solutions in cosmetics, especially those formulated for sensitive skin. This trend underscores the increasing demand for specialized, purpose-driven products within the realm of multifunctional cosmetics. This consciousness is corroborated by GlobalData’s consumer survey, wherein the majority (57%) of respondents in Asia and Australasia connote multi-benefit/multi-functional aspect or high-quality products/ingredients with ‘good value for money’ when buying beauty and grooming products*.”
Shukla concludes: “The demand for sun protection factor (SPF) in cosmetic products is rapidly increasing in the APAC region. This trend reflects a broader shift in consumer behavior, with individuals seeking tailored solutions that match their specific skincare needs and preferences. As awareness of the importance of sun protection grows, consumers are looking for cosmetic products that offer effective SPF while also aligning with their personal beauty goals. Brands that can successfully meet this demand for personalization and provide innovative SPF solutions are likely to capture a larger market share.”
^GlobalData Consumer Goods Intelligence Center – Market Analyzers, accessed in December 2024
*GlobalData Q3 2024 Consumer Survey – Asia and Australasia, published in October 2024, with 6,471 respondents
