The Biggest Trends in the Beverage Industry Right Now
By Michaela VoglSep 13
Online Trends
Published August 12th 2020
Sunshine and Sun Cream: Tracking Sun Protection in the UK
According to the Met Office, the UK’s 10 hottest years on record have all occurred since 2002. There have been no entries to the 10 coldest years on record since 1963.
The need for sun protection has been growing for many years. Only now, consumers can share their opinions with the world and find out from millions of others like them whether a product is a good buy or not.
To learn more about these online conversations, we used our Consumer Research platform to look at English-language mentions of sun protection cream, spray, oil, and gel, as well as aftersun and home remedies in the UK.
Sun protection conversation peaks when sunshine hours are high
Our analysis shows how we love to discuss sun protection in Britain during the sunniest months of the year.
And, because of last year’s heatwave, mentions of sun protection were 81% higher in June and July of 2019 than they were in the same months in 2020.
UK sun protection mentions peak during sunshine hours
Interestingly, despite the seasonal nature of suncream, Brits discuss sun protection throughout the year. This is often because they’re talking about what protection to bring with them on holiday (5k mentions on social.)
What’s trending in sun protection conversation?
In the last 18 months we learned sun creams were the most popular sun protection product, with 42k mentions for Brits. This is followed by:
- Lotion – 7.2k mentions
- Oil – 2.4k mentions
- Spray – 1.8k mentions
- Gel – 885 mentions
Factor 50 was the most popular SPF, with 3.2k mentions. SPF 30 and 15 mentions trailed behind — clearly, Brits go hard or go home when it comes to sharing their sun protection opinions.
But SPF discussion wasn’t just focused on sun protection products. There were also 2.6k mentions within the wider conversation of make-up not including enough protection to effectively protect people from the sun.
There were also 3k mentions of UV protection on social media within the conversations we studied. Mentions made reference to particular classes that can help protect their skin from the sun’s UV radiation.
We also found that cruelty-free sun products were in high demand (3.8k mentions). As were products with extra minerals for hydration (2k mentions).
Aftersun conversation peaks when sunshine hours are high
We might love the sun, but it’s very easy to get too much of it by accident. Thankfully, aftersun exists to help soothe the burns.
Using our Consumer Research platform we found that mentions about aftersun peaked when sunshine hours were at their highest, much like other sun protection conversations.
Mentions were highest in June and July of last year — when the UK suffered numerous heatwaves. In fact, mentions of aftersun were 152% higher in June and July of 2019 compared to those months in 2020. Skincare brands should keep an eye on forecasts and get ready to engage with social users when it’s hot out.
UK after sun mentions peak during sunshine hours
What’s trending in conversations about aftersun?
Most Brits were discussing aftersun products in relation to being burned by hot weather accidentally. The conversation recognized the harm caused by the sun, but ultimately it was focused on a good recommendation to ease the immediate pain.
We found that much of the conversation recommendation-based, with people sharing their favorite organic, vegan, and cruelty-free after sun products.
We also found that Brits were sharing aftersun hacks. There were 1.2k mentions of popping aftersun in the fridge for an instant cooling effect, and 702 mentions of DIY aloe gel – perfect for when all the stores are closed!
Consumers want products which stand up to protecting their skin from the dangers of the sun, and they also want those products to match their lifestyle choices.
As Britain heats up, we expect conversation about sun protection to continue to increase on social media as consumers demand more from the products they are purchasing.
Brands can get a slice of the action by promoting the safety aspect of their products as well as details of how they’re made to help encourage brand loyalty.
If you’d like to request data, or find out more, drop us a DM @BW_React or [email protected].
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