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Sun protection under control: how do Poles use SPF?
  • Preparing for summer holidays is one of the most important shopping occasions for Poles, with as many as 65% planning special purchases ahead of their vacation.
  • While cosmetics top summer holiday shopping lists, nearly half of men and close to one-third of women in Poland do not use any sun protection. 
  • Health is the primary reason for using sun protection, the second-most important one being the desire to maintain youthful skin.
A survey conducted by the research agency Danae reveals that the only activity more popular than beach outings (51%) this year will be hiking (62%). When spending time in the sun, it’s certainly crucial to protect against UV radiation. Despite growing awareness and the fact that cosmetics are one of the most common pre-holiday purchases (51%), nearly half of men and almost a third of women in Poland still do not use any sun protection, with nearly half of those who do only doing so in spring- and summertime. 

Health as the Primary Motivation for Using SPF

According to Allegro data, the first noticeable uptick in sun protection purchases begins in early April. Allegro users prefer products with high protection, choosing SPF 50 dermocosmetics ten times as often as the second-most popular SPF 30 products. There is also a growing interest in products offering broader protection, including against blue light (HEV) and infra-red (IR) rays. According to the survey, consumers mainly use SPF products to protect from UV radiation (82%), delay skin ageing (55%), and prevent skin discolouration (42%). These figures apply to those who already use sun protection.
However, the survey also shows that almost half of Polish men do not include SPF products in their facial care routine (48%), and slightly fewer (40%) do not use them on their bodies. Most avoid sun protection because they believe it’s unnecessary (54%), don’t want to use it (30%), or dislike the feel of these products on their skin (30%). The case is different for women, with a majority of the one-third who does not use SPF products cited not only a perceived lack of need (39%) but also the cost (26%) among main reasons. 

While consumers are undoubtedly becoming more and more aware of how important it is to use sun protection, there is still much to be done in terms of education. Among respondents who claim to use SPF products, nearly half do so only during the spring and summer — 46% for facial products and 49% for body products. In addition, almost an equal number (40%) use body SPF products only ‘if they can remember.’ This is why it’s so important to share knowledge about responsible sun exposure”.

Anna Sztupecka-Podawca, Health Category Manager at Allegro

Top SPF Products of 2024

This year, the most popular SPF products include brands such as Holika Holika, CeraVe, and La Roche-Posay. Allegro’s current bestseller is the waterproof SPF 50 PA++++ cream-gel from the Korean-based brand Holika Holika. As shown by Allegro data, the average shopping cart value for sun protection products is about PLN 64, with “sun protection” spending having increased by about PLN 10 over the past few years. When buying sunscreen, consumers prefer cream formulations, especially transparent ones, although mists and sprays are also popular. Many women would like to add more SPF products to their skincare routines, usually in the form of anti-ageing creams (28%) or makeup products like foundations or powders (21%). 

Manufacturers do not disappoint in terms of innovation. A few years ago, sun protection was largely concentrated in face and body care products, mostly creams with UVA/UVB filters. Today, as consumer awareness is increasing, customers look for SPF labels on lip balms, foundations, BB creams, concealers, and powders. This trend, inspired by Korea, has prompted both Polish brands and global corporations to expand their ranges to include makeup with sun protection. What do consumers expect? Maximum protection, broad range of applications, large sizes, transparent and waterproof formulas that don’t leave a trace on the skin”.

Dagmara Gołek, Junior Manager in the Beauty category at Allegro

Top Seller for 2024: Holika Holika waterproof face cream-gel with SPF 50
Top Trend: Korean SPF 50 creams
Top Korean Brands: Holika Holika, Skin79, Cosrx, Beauty of Joseon
Top Dermatological Brands on Allegro:
Top Polish Sun Protection Brands: Bielenda, Bielenda Professional, Bandi, Ziaja, Dermika