Leading accessible health and beauty retailer, Superdrug has today released new research that finds that the rising cost of suncream is putting pressure on UK families and affecting how they protect themselves in the sun.
In a bid to make suncream more affordable for families, Superdrug has recently cut prices across more than 20 lines in its own-brand Solait suncare range. As the health and beauty retailer releases new images illustrating how families may rely upon clothing alone for sun protection.
In a survey of 1,000 UK families shopping at Superdrug, while 76% said suncream is an essential purchase, more than half (56%) said it adds noticeable pressure to their summer budget. One in eight (12%) said the cost of suncream can feel difficult to manage within the family budget, and 37% said price influences how much they use.
The research also points to how families are managing the cost. Seven in ten (70%) said they have used suncream left over from a previous summer, 57% said they have shared one bottle between multiple family members, and 27% said they have skipped recommended top-ups during the day.
Reapplication is a particular concern. Just 10% of those surveyed said they typically reapply suncream every two hours, while 36% said they apply it twice a day and 24% only once. More than a quarter (26%) said they worry about protecting their children properly, 24% said they feel guilty if they do not reapply as often as they should, and 35% said they feel frustrated by how quickly suncream costs add up.
NHS guidance recommends using suncream with at least SPF 30 and reapplying every two hours, as well as after swimming, sweating or towel drying. Cancer Research UK says up to nine in 10 melanoma skin cancer cases in the UK could be prevented by staying safe in the sun and avoiding sunbeds.
SUPERDRUG TAKES PRICE ACTION ACROSS THE SOLAIT RANGE
In response, Superdrug has reduced prices across more than 20 SKUs in its Solait suncare range, with selected everyday lines now starting from just £4, positioning Solait as one of the best value suncare ranges available on the UK high street.
Key reductions include:
• Solait Sun Lotion SPF30 and SPF50 200ml – reduced from £5.50 to £5
• Solait Face Fluid SPF30 and SPF50 50ml – reduced from £5 to £4
• Solait Aftersun Lotion 200ml and Aftersun Spray 200ml – reduced from £5 to £4
• Solait Kids Sensitive Lotion SPF50 – reduced from £7.50 to £6
The Solait range offers high-quality, effective sun care across a wide variety of formats, including lotions, sprays, facial protection and aftersun, with options for children and sensitive skin.
With Solait known for delivering reliable, 5-star rated sun protection at an affordable price point, customers looking to make smarter choices on everyday essentials this summer can feel confident switching to own brand without compromising on quality. Like all Superdrug own-brand products, Solait is backed by Superdrug’s 100% Money Back Guarantee.
Simon Comins, Superdrug’s chief operating officer, commented: “It’s an important moment to talk about how families protect their skin, and our research shows cost is becoming a real consideration for many households. When families are thinking carefully about how much suncream they can afford to buy and use, it can make it harder to follow the guidance around proper sun protection.”
“We want families to know that affordable protection matters to us. By taking robust price action across our Solait range – including products designed for both adults and children – we’re making sure customers can access high-quality sun care that is priced for proper protection, helping the whole family stay protected without having to worry about the cost.”
The Solait range is available now in Superdrug stores nationwide and online www.superdrug.com.
