Only 1 in 6 wear SPF daily as Brits treat sun protection as seasonal
Daily sun protection is still not a regular habit in the UK, with new research highlighting a continued gap between awareness of UV risks and the consistent use of protective measures.
That’s according to new data from online retailer Face the Future, as part of its annual “365 Days of SPF” campaign, which explores how, why and when people in the UK use sun protection.
Despite widespread awareness of the risks associated with UV exposure, the latest research shows that both daily SPF use and attitudes towards it remain inconsistent.
In fact, only one in six Brits wear SPF every day, while more than three-quarters still treat it as a seasonal or weather-dependent habit.
A further 27% say they apply SPF "often", but only when the sun is visibly out, suggesting that perceptions of UV risk are still closely tied to the weather, rather than recognised as a year-round concern.
Additionally, more than three-quarters of Brits (77%) still treat SPF as a summer-only step, reinforcing the perception of sun protection as seasonal skincare.
As for those not wearing any at all, 7% say they never wear SPF, meaning nearly one in 14 people remain completely unprotected year-round. Meanwhile, 6% are undecided about whether SPF is essential, pointing to ongoing confusion or mixed messaging around daily UV exposure. A further 9% believe SPF is unnecessary, with 2% going as far as to call it "a scam".
Those aged 55 and over are the least likely to wear SPF regularly, with 45% saying they rarely use it.
In contrast, millennials are the most consistent users, with 58% reporting they wear SPF always or often, followed by Gen Z at 53%.
Clinic Lead Kimberley Medd said: "In 2026, SPF is still treated as an optional, situational step rather than a core part of an everyday skincare routine.
"These patterns reveal a critical need for education on year-round, full-body protection, as intermittent or partial SPF use leaves skin vulnerable to cumulative UV damage, premature ageing and increased risk of skin cancer."
The data also shows that 56% of UK adults believe awareness and education around SPF have improved in recent years, yet around 28% - roughly one in four - feel that little progress has been made.
It comes as Face the Future continues its campaign to have VAT removed from SPF products, with 60% of Brits expressing support for the move.
Julia Barcoe Thompson, owner of Face the Future, said: "This is our third year of the ‘365 Days of SPF’ campaign, with our annual survey being a key part in unlocking public views and highlighting the data surrounding SPF usage in the UK.
"As part of our mission and responsibility as a skincare retailer, we feel it is important to highlight year-round SPF use, so for a third consecutive year, we will be removing the 20% VAT from selected SPF products on site, as part of our “VAT Burn” messaging, supporting our survey findings which showed that 60% of Brits feel that VAT should be removed from SPF products.
"Over the last few years, brands featured in the campaign saw year-on-year increases of up to +162%. By offering SPF brands at a reduced cost, the initiative aims to reinforce the message that sun protection should be treated as an essential health measure, not a discretionary cosmetic purchase."
