Sun safety awareness boosts demand in aftersun, self-tanning products in Australia

The country's sun protection market is projected to grow 3%.

Rising sun safety awareness is driving demand for aftersun and self-tanning products in Australia, according to Euromonitor International. These two categories now make up 27% of the country’s sun protection market—well above the Asia-Pacific average of less than 3%.

“The Australian lifestyle, with its outdoor focus, encourages a sun-kissed look but also highlights the need for aftersun care and safer alternatives. s,” said Yang Hu, insights manager for health and beauty Asia at Euromonitor International. “With one of the world’s highest UV indexes, sun safety awareness presents significant growth opportunities in the market.”

The report said that consumers are shifting away from traditional tanning methods, opting for self-tanners to achieve a bronzed look without UV exposure. New formulations offer streak-free, natural results with hydrating and quick-drying ingredients.

Aftersun products are also seeing strong demand, with Australia ranking second in the Asia-Pacific region for aftersun care spending, valued at $28m in 2024. Whilst China leads the region at $151m due to its larger population, Australia’s projected growth rate of 2% from 2025 to 2026 is set to outpace China’s 1.5%.

Moreover, Australia’s sun protection market is projected to grow 3% annually from 2025 to 2026. Whilst the country ranks fourth in the region with $215m in sales, demand for high-SPF products and innovative formats is driving expansion.

Daily use of SPF 50+ products has also nearly doubled in recent years, with 11% of Australians using them daily in 2024, up from 6% in 2018.

"There’s a growing preference for facial sun care products, which are being incorporated into daily routines rather than reserved for occasional use," said Hu. "This behavioural shift is driving demand for SPF 30+ and higher.”

The adoption of innovative formats—such as sprays, sticks, and lightweight gels—has further fuelled demand, as consumers seek convenient, easy-to-reapply sun protection.