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Sunscreen has been synonymous with summer for decades. But in recent years, SPF has moved beyond beach bags and onto skincare shelves, broadening sun protection and raising awareness about when and where sunscreen matters. With increasingly refined options–from tinted sunscreen to SPF in body oils and lip balms, how do Americans currently feel about protecting their skin from the sun? CivicScience has the most up-to-date figures on sunscreen use in 2025.
New CivicScience data finds that 12% of U.S. adults report wearing sunscreen daily, another 19% wear it at least monthly, and the largest percentage (41%) only wear sunscreen ‘as needed.’ Notably, more than one-quarter (28%) say they do not wear sunscreen at all, which marks a two percentage point increase over 2024.
Coinciding with this slight decline is a shift in the level of SPF consumers choose. The percentage of Americans who use more than SPF 25 has decreased, while those who use less than SPF 25 have increased. It’s worth noting that the price tends to increase with the SPF level, which, given ongoing economic uncertainty, may be playing at least somewhat of a role in this decline. For instance, CivicScience data show lower-income users ($50K or less) are more than twice as likely as higher-income earners to use an SPF less than 25 (34% to 16%, respectively).
Let Us Know: Is sunscreen part of your daily skincare regimen?
While this stagnation and decline in usage overall could be linked to a variety of reasons, CivicScience data explores how consumer safety and effectiveness perceptions may factor in. Since collection began in 2021, data finds an increasing percentage of Americans expressing concern that traditional sunscreens could be toxic to their health, with those who believe they are toxic rising from 17% in 2021 to 24% now in 2025. At the same time, the percentage of people who believe sunscreen is ‘very’ effective at preventing sunburn and skin cancer has decreased by two percentage points in the last year, down from 33% to 31% today.
Increased concerns about traditional sunscreen also aligns with growing intent to try mineral sunscreen.aligns with growing intent to try mineral sunscreen. From 2023 to 2025, interest in mineral sunscreen jumped nine percentage points. Clearly, sunscreen alternatives are beginning to turn heads.
It’s worth noting that while sunscreen skepticism seems to be on the rise, few Americans follow usage advice. According to the American Academy of Dermatology Association, sunscreen of SPF 30 or higher should be reapplied approximately every two hours. In addition to the lower-than-recommended SPF noted above, more than one out of every three U.S. adults do not reapply sunscreen throughout the day. Although 38% reapply twice, that still clocks in at far fewer than every two hours.
Who Is the Sunscreen User?
Among those who are using sunscreen, the most frequent users (at least weekly) are most likely to be women, Gen Z (18-29), middle-income ($50K-$100K), and live in the Western region of the United States.
CivicScience data also provides a glimpse of other characteristics that set sunscreen users apart from non-users. While concerns about tariff impacts on household expenses are particularly strong among users (82% to 62% among non-users), these consumers are still more likely to prioritize brand over price. But it’s not just the brand that matters to users, as 76% say a brand’s social consciousness and overall kindness is important to them when making purchasing decisions, far higher than non-users who say the same (54%). They are also nearly three times as likely as non-users to be ‘very’ interested in clean beauty.
Use this Data: CivicScience clients leverage real-time insights like this to understand what drives their consumers, allowing them to align messaging, targeting, and product strategy accordingly.
Sunscreen Moves Into Specialty Stores
Where are these users stocking up on their supply? Big box stores remain the most popular place to purchase sunscreen and SPF products, with 34% of respondents choosing to shop there. However, specialty stores such as Sephora saw the biggest jump in the last year (4pp), suggesting that sunscreen’s move into the skincare and beauty space may be a trend to track.
Recent purchasing behavior data further supports this, as those who have made a purchase from Sephora in the last three months are the most likely to report using sunscreen ‘every day.’
Americans Love Coppertone
With so many sunscreen products on the market, which ones are shoppers most excited to add to their carts? This year, Coppertone–a legacy brand in the sunscreen space–comes in as the crowd favorite again. Banana Boat came in second and Neutrogena came in third–knocking Hawaiian Tropic out of the spot it’s held since 2023.
Take Our Poll: Pick One: Spray sunscreen or lotion sunscreen?
As sunscreen usage faces headwinds from growing health concerns and doubts about effectiveness, a shift toward cleaner, more premium SPF products is gaining momentum—especially among young, values-driven consumers. Brands that lean into transparency, innovation, and skincare integration stand to lead as sun protection moves from seasonal habit to year-round lifestyle choice.
