Sunscreens against melanoma: this is how the market is growing in Italy

In the fifty passages that constitute the skin care morning of many Italians, one is now made up of applying sun cream. And fortunately, one must say. A work on past habits and trends that definitely rewards health. Yet every now and then controversial statements emerge, such as those by Dr. Debora Rasio, relating to an alleged secondary role of UV rays in the genesis of melanoma. The reaction of the health authorities was not long in coming.

Dermatologists and doctors in general have firmly reiterated that denying the causal link between ultraviolet radiation and skin cancers is a highly dangerous message for public health. Far from being an aesthetic operation aimed at preserving vampire-like and noble colours, the correct and constant use of sun filters is the fundamental and scientifically validated pillar for reducing the risk of skin cancer.

Because sunscreen should be used all year round and not just in summer

Extending the use of sunscreen to all twelve months of the year is not a cosmetic quirk. It is a good practice based on the distinction between two components of ultraviolet radiation:

• UVB rays, which record a peak intensity during the summer months and are directly responsible for sunburn and rashes;
• UVA rays, which make up approximately 95% of radiation, maintain an almost constant intensity throughout the year, even on cloudy or winter days.

Although the latter are perceived less at the epidermal level, they are able to penetrate as deeply as the former, causing structural damage to cellular DNA, oxidative stress and other alterations to the skin microenvironment. A Chinese drop that modifies the genetic repair mechanisms of skin cells. This is why a daily and constant application is needed on the most exposed areas, face, neck and hands, even when the sky is grey. Also because, if there is light, there is solar radiation. And UV rays are certainly not afraid of passing through clouds or window panes at home.

Because many Italians still avoid sunscreens

According to data collected by YouGov between 2019 and 2024, approximately 31% of Italians never use solar products or do so only occasionally. Among consumers, 74% of the population limits application to the summer and spring seasons, 24% extends it to the whole year.

From consumption trend questionnaires and health surveys, there are many reasons that contribute to blocking the intentions of using 31% of the population:

• some interviewees accuse forgetfulness;
• others point the finger at laziness, linked above all to the need to reapply the product every two hours;
• few complain about the lack of time in the morning routine;
• many have not found the cosmetic product suitable for their skin, both in terms of simple annoyance and actual skin irritation;
• some believe that having a dark skin phenotype exempts them from having to protect themselves from the sun’s rays;
• others think that using a filter limits the tanning action or the assimilation of vitamin D.

The consumption trend of the last 10 years

Despite some cultural resistance, consumer data tells us that Italians no longer think of sunscreen as a beach product.

The data processed by Cosmetics Study Center highlight an increase in the value of the solar market in Italy of around 50% over the last decade, in which inflation has played a closer role than one might imagine.

This increase in value was supported by three consumption trends:

1. high protection sunscreen products have grown by 50% compared to ten years ago, now representing over 80% of total sales;
2. sun sticks for specific areas have shown annual growth rates of 12.6%, due to the greater convenience with which they can be reapplied outside the home;
3. even if the Pharmacy channel absorbs more than 35% of sales, online sales are growing at a rate of 10% per year.