UK families cut back on suncream use as costs rise, survey finds

New research suggests that the rising cost of suncream is influencing how UK families use and reapply suncare products, with many reporting that it places noticeable pressure on their summer budgets.

That's according to Superdrug, which recently released findings from a survey of 1,000 UK families, indicating that while suncream is widely seen as essential, affordability is becoming an increasing concern.

The research found that, while 76% of respondents said suncream is an essential purchase, 56% said suncare adds noticeable pressure to their summer budget and 37% reported that price affects how much they use.

It also highlights how families are adapting their behaviour. Around 70% said they have used leftover suncream from a previous summer, 57% reported sharing a single bottle among multiple family members, and 27% said they have skipped recommended reapplications during the day.

In fact, only 10% of respondents said they reapply suncream every two hours, while 36% said they reapply twice a day and 24% once daily. More than a quarter (26%) worry about protecting their children, 24% feel guilty about not reapplying enough and 35% are frustrated by the cost.

It comes as Cancer Research UK estimates that up to 9 in 10 melanoma skin cancer cases in the UK could be prevented through safer sun habits and avoiding sunbeds. This is supported by data from the All-Party Parliamentary Group (APPG) for Beauty, Hair & Wellbeing, which recently published a report calling for a national UV safety strategy.

In response to affordability concerns, Superdrug has reduced prices across more than 20 products in its own-brand Solait suncare range, with selected lines now starting from £4. The retailer says this positions Solait as "one of the best value suncare ranges available on the UK high street".

Simon Comins, Superdrug’s Chief Operating Officer, said: "It's an important moment to talk about how families protect their skin, and our research shows cost is becoming a real consideration for many households. When families are thinking carefully about how much suncream they can afford to buy and use, it can make it harder to follow the guidance around proper sun protection.

"We want families to know that affordable protection matters to us. By taking robust price action across our Solait range - including products designed for both adults and children - we’re making sure customers can access high-quality sun care that is priced for proper protection, helping the whole family stay protected without having to worry about the cost."