Revision of current EU recommendations is underway, and the results from an annual Swedish sun behaviour survey by an industry organisation show that there’s room for improvement among end consumers, although several things are going the right way.

The Swedish trade association for Personal Care and Home Care, KoHF, started doing consumer surveys in 2018. 

– We wanted to better understand the behaviour of Swedish people in the sun – if they use sun care products for protection, how they are used, and which SPF factors are most popular, says Camilla Fagerberg, Communication Manager. Every summer season, there are discussions about the risk of the sun, but also misunderstandings about sun care products and how to use them correctly. So, we wanted to have our own data, to see if there are topics we can address from the trade association, but also share with stakeholders. And now we can actually see some positive change in behaviour over the years, although there are still some areas of concern.

And what are the positive things from this year’s survey?

– The percentage of respondents who use sun care products has increased to 72%. There is also a slow, but still a move, over time towards using products with higher SPF. Today, SPF 30-50 is the protection level used by the majority.

– The message to apply the sunscreens before going outside seems to have been adopted, by 82% of the respondents.

– But perhaps the most dramatic development, in a positive sense, is that we see that the majority of people, 77%, do not change their behaviour after applying sunscreens, to stay in the sun longer and extend the time for exposure. We know that the total time of exposure is a risk factor, says Peter Jansson, Scientific Officer, KoHF.

Are there any concerns?

– Young people, between 18 and 29 years of age, seem to extend time in the sun after applying sunscreens. We know from social media that young people use the UV index to maximise their tan, says Camilla Fagerberg. She adds:

– Altogether, looking at the result of the survey, social media, and the fact that skin cancer is the most frequent cancer form in Sweden, we as a cosmetic industry can’t rest and must take our responsibility to promote safe behaviour in the sun.

– It’s important to adhere to the EU recommendation on sun care products and label products accordingly with the correct safety and usage phrases. But also, not to make claims that are not allowed, like “sun block” or “complete protection”.

– We also advice to take a correct sun behaviour into account when working with influencers. They can help promote better behaviour to avoid the midday sun, stay in the shadow and to wear a hat and sunglasses, but also apply plenty of sunscreen and reapply throughout the day.

– Last but not least, it is still a concern that men in general use less sun care products and when they do, they use lower SPFs. They also seem to still believe a sunscreen product is only necessary on the beach.

– We must find a way to help them find sun care products that they don’t find sticky or greasy, and start using them daily! Peter Jansson agrees.

What questions do you get the most about your sun care from your member companies?

– The most frequent one is related to the EU recommendation on information and instructions on sunscreens, says Peter Jansson. Specific labelling requirements for sunscreens are not part of the EU Cosmetic Product Regulation, so the recommendation document gives important guidance to companies on labelling, among other things. Our advice is to always adhere to these guidelines to give consumers the correct guidance when choosing a sun care product and raise awareness on how to behave in the sun.    

And being the Scientific Officer, your main focus is the regulatory framework and to monitor and analyse the consequences of upcoming regulations. What are the hot topics in Brussels now?

– The most important discussion there is the ongoing revision of the 2006 EU recommendation on sun care products. All topics in the 2006 document are up for discussion in the working group of experts, both from academia, authorities, and the industry. Although the final draft is not circulated, a new recommendation will likely include many updates, such as new labelling requirements to give consumers improved information.

– We can expect a clearer definition of primary and secondary sunscreens. Primary sunscreens are what we traditionally refer to as a sunscreen, while secondary sunscreens are skin care products with SPF claims.

– The lower SPF categories might be removed since they don’t provide enough protection. In our region, these low SPFs are no longer available on the local market, but they can still be found in duty-free and in Southern Europe.

– When the new recommendation is published, possibly end 2026, we will do a deep dive into it and educate our member companies about the new requirements. But it will take some time before consumers see any updates; it takes time for a labelling change to filter through all the way to the consumer.