According to a poll commissioned by Nivea Sun and conducted by Worldpanel by Numerator, sunscreen purchasing habits among adults in England, Scotland, and Wales remain low. The study reports that only 56% of adults have purchased sunscreen within the last two years. Furthermore, the data indicates that more than 60% of adults have not made a sunscreen purchase at all during the current year.

The findings highlight a potential gap in sun protection habits among the British public. While the survey provides a snapshot of consumer behavior, it does not explicitly detail the reasons behind these purchasing trends, such as whether individuals are reusing products from previous years, relying on other forms of sun protection, or simply not engaging in activities that require sunscreen. The report serves as a market indicator for the skincare industry, suggesting that a large segment of the adult demographic is not currently participating in the sunscreen retail market.