Consumer survey finds majority want a mandatory sunscreen standard.

For the first time, we’ve asked consumers about how they protect themselves in the sun and what’s important to them when buying sunscreen.

We’ve also asked whether they want sunscreens regulated and regularly tested. The majority support our campaign for regulation (83 percent) and nine out of 10 think sunscreen companies should be required to regularly test products.

Sun safety

When the sun’s rays are most intense – between 10am and 4pm September to April or when the ultraviolet (UV) index is greater than three – we need to protect ourselves.

Nearly two-thirds of people in our survey (63 percent) seek shade or limit time outside. Approximately half often or always wear sunscreen (53 percent) and cover up with suitable clothing (58 percent). But about a third only sometimes keep safe in the sun. Sixteen percent rarely or never use sunscreen, and 13 percent rarely or never cover up.

It’s no wonder 17 percent of New Zealanders in our survey get sunburnt most years.

The UV index measures the level of radiation from the sun. Sixty percent sometimes or always consider the index before spending time in the sun. One in three (33 percent) don’t consider it. Seven percent don’t understand what it means.

Buying sunscreen

According to Nielsen scan data, we spent $15 million at the check-out on sunscreens in the last year. More than half the people in our survey (57 percent) buy sunscreen at the supermarket. One in five people in our survey buy it at the pharmacy, with 13 percent purchasing their sunscreen at large chain stores, such as The Warehouse or Kmart.

Two-thirds of shoppers (67 percent) read sunscreen labels before buying. However, only 37 percent of all shoppers agree they can trust them. One in five don’t trust the labels.

When buying sunscreen, SPF and broad-spectrum protection are the most important factors, followed by price. Sixty percent of consumers think sunscreens are too expensive. Less than a third of respondents said environmental considerations, brand, how the sunscreen looks on the skin or recommendations by family or friends were very important.

Despite consumers saying SPF is the number one consideration when buying sunscreen, there’s confusion about what the SPF numbers mean. Only 20 percent correctly disagreed that SPF30 blocks twice as many UV rays as SPF 15. Just 37 correctly percent disagreed that SPF50 doesn’t need to be reapplied as often as SPF30.

Remember, there are no sunscreens that blocks 100 percent of UV rays.

• SPF50 blocks 98 percent.
• SPF30 blocks 97 percent.
• SPF15 blocks 93 percent of UVB.

All sunscreens, regardless of SPF, should be reapplied every two hours you’re outside.

Using sunscreen

When we asked about wearing sunscreen, nearly half (47 percent) often or always wear it. Reducing the risk of skin cancer and preventing sunburn were the most important reasons for applying it. Most people (77 percent) correctly apply sunscreen before going outside.

Sunscreen should be reapplied often – every two hours you’re outside. But only 14 percent of survey respondents do this, with 43 percent reapplying “every now and then”. Nine percent never reapply sunscreen.

Although a third of people don’t always reapply because they take other measures (such as wearing a hat), more than half say they forget. Twenty-one percent can’t be bothered, and 16 percent don’t think it’s necessary.

Sunscreen safety

Most people think it’s safe or somewhat safe to regularly use sunscreen on adults (88 percent) and children (86 percent). However, there’s less certainty (60 percent) when it comes to babies. Twenty percent said they don’t know whether it’s safe or not for babies.

The effectiveness of sunscreens was the biggest concern – followed by the safety of ingredients and allergic reaction or irritation. Thirty percent are concerned about sunscreen’s effect on the environment.

Support for regulation

In New Zealand sunscreens are classified as cosmetics and the Australian and New Zealand sunscreen standard is voluntary. It’s a different story over the ditch where sunscreens are regulated and classified as a therapeutic product.

More than half (52 percent) of consumers weren’t aware of our slack sunscreen requirements and 54 percent are concerned about it.

An overwhelming 83 percent think the government should make the sunscreen standard mandatory. Ninety-one percent also think companies should be required to regularly test products to ensure different batches meet label claims.

We agree. In a country with one of the highest rates of skin cancer and melanoma in the world, it’s not good enough sunscreens aren’t regulated.

GUIDE Our data are from a nationally representative survey of 1002 New Zealanders, aged 18 years and older, carried out online in September 2021. Figures may add to +/- 100% due to rounding.

Tips for staying safe in the sun

• Don’t rely on sunscreen alone. Cover up with suitable clothing, a broad-brimmed hat and UV-protective sunglasses, and seek shade. When the sun’s rays are most intense, limit your time outside.
• Look for sunscreens with an SPF of 30 or above, plus water resistance and broad spectrum protection.
• Apply sunscreen at least 20 minutes before going outside.
• Apply plenty – about two teaspoons for each leg, and one teaspoonful for each arm, your back, your front and your face (which includes your neck and ears). That adds up to about 45ml (nine teaspoons) for a full-body application.
• Ignore “once-a-day” claims. Sunscreen should be reapplied often – every two hours you’re outside.
• Mopping up sweat or towelling dry reduces protection: Apply another coat of sunscreen immediately.

For more information on sunscreens check out our FAQs about sunscreens