Consumers behaviour for different sunscreen products in India

Studies say most skin cancers are caused by too much exposure to Ultraviolet (UV) light, so protection from UV rays is essential all year, not just during the summer.    

Markelytics conducted a pan-India study to understand consumers’ profile and usage behavior of consumer segment/buyer group of different sunscreen products in the market.   

The study covered 14 metro & non-metro cities with a sample size of around 500 respondents aged above 20 years. The cities covered were Mumbai, Delhi, Chennai, Kolkata, Bangalore, Pune, Ahmedabad, Hyderabad, Indore, Jaipur, Coimbatore, Chandigarh, Lucknow & Patna. The screening criteria were only to interview respondents who belonged to SEC A and B & were active users of sunscreen in the last month & must be using it for 5 or more days a week.   

The study’s findings focused on understanding the key triggers to use sunscreen, expectations from ideal sunscreen, optimal SPF & PA levels, etc.  

As the requirements of the consumers may vary from skin to skin, there has been a need to understand the factors that affect consumers’ usage and demand for sunscreen.    

A few of the insights covered in this report are –    

• Key sunscreen brands used & average satisfaction level
• Key influencers
• Preference among Ayurveda, Wellness or Pharma & Cosmo sunscreen brands, etc.

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