There goes the sun: Americans are getting more conscientious about blocking harmful rays. But they could go even further to protect their skin - sun-protection products

American Demographics, August, 1997 by Shannon Dortch

Americans are getting more conscientious about blocking harmful rays. But they could go even further to protect their skin.

You know you should do it. Whether mowing the grass, walking the dog, or vacationing at the beach, you should wear sunscreen. Americans appear to be getting the message that exposure to the sun--even moderate exposure--may increase their risk of skin cancer. We haven't returned to the Victorian era, when pallor was positively fashionable, but we're slowly moving away from the attitude that toasted skin is healthy skin.

U.S. adults are only slightly more likely now than ten years ago to use sun-related products of all kinds, whether or not they offer sun protection. But that's probably not because they're throwing caution to the wind and baking themselves a golden brown (or lobster red). Instead, they are shifting to products that offer protection from sunburn.

The difference between products that enhance sun exposure and those that block it is in the SPF, or sun protection factor. Products with an SPF of 15 or greater are considered by dermatologists to offer the best protection against sun damage. The popularity of SPF-15-plus lotions and creams may have begun in the 1980s, but Mediamark Research didn't start tracking their use until 1991. What's happened since then should encourage both sun-product manufacturers and health advocates.

Two in ten adults aged 18 and older used an SPF-15-or-greater product in 1996, up from 6 percent in 1991. Women's rates grew a little faster than men's. About 22 percent of women used an SPF-15-or-greater product in 1996, up from 7 percent in 1991. The share of men blocking rays with SPF-15-plus was 17 percent in 1996, compared with 4 percent five years earlier. The share of men using any sun-care product increased to 28 percent in 1996 from 24 percent in 1991, but women's use rate was stable at 35 percent in both years. These numbers include sunscreens with lower SPFs and lotions meant to enhance sun exposure, as well as gels, sprays, and lotions to ease the pain afterward.

There's every reason to believe products with an SPF of 15 or higher will continue growing in popularity into the next century, as consumers become more educated about the risk of sun exposure. The growing prevalence of skin cancer in the U.S. may bring the message home in a personal way. The risk for Americans of developing malignant melanoma during their lifetime increased from 1 in 1,500 in 1930 to 1 in 250 in 1981 and 1 in 87 in 1996. The risk may reach 1 in 75 by the year 2000 for this most serious form of the disease, according to Darrell S. Rigel, a dermatologist at New York University. (See "Tanned to Death," March 1997, page 37.)

Skin cancer is the most common form of cancer in the U.S., according to the Centers for Disease Control (CDC). The center expects that more than 1 million new cases will be diagnosed in 1997; 40,000 may be the more serious melanoma variety. The National Cancer Institute estimates that 40 to 50 percent of Americans who live to age 65 will have at least one episode of skin cancer. Most skin cancer is diagnosed after age 50.

Organizations like the CDC and the American Academy of Dermatology are active in educating people about the relationship between sun exposure and cancer risk. These efforts include emphasis on the cumulative effect of lifetime sun exposure. If younger adults who want to limit risk and older adults who may have already experienced skin cancer respond to these messages, use of SPF-15 sunscreen could continue to increase. In addition, treatment for skin cancer doesn't stop with removing problematic lesions. Patients are urged to use sunscreen daily for the rest of their lives.

Women of all ages are more likely than their male counterparts to use products with an SPF of 15 or greater and to use any sun-care product. This is probably one reason why sunburn frequency is higher for men than women. Yet women aren't doing a stellar job of protecting themselves from sun damage. Among adults under age 40, women are more likely than men to develop melanoma, according to the CDC. The reverse is true for people aged 40 and older.

Growing awareness of the risks of sun exposure and the natural desire to prevent painful sunburns are largely behind recent growth in the overall sun-care market and the market for protective products. How Americans relax may also contribute. The share of summer travelers who expect beach or lake recreation to figure into their plans has grown significantly since the late 1980s. Three-fourths of adults who had taken a trip of 100 miles or more in the past year and also anticipated traveling in summer 1997 said their plans included time at a beach or lake. Just 31 percent planned time by the water in 1988, according to the Travel Industry Association of America. Water-based vacations usually mean sun time.

Nontans of Tomorrow

Between 1991 and 1996, the sun-care market experienced a dramatic shift, as the share of all sun-care consumers who use SPF-15-or-greater products grew dramatically. In 1991, SPF-15-plus users were 18 percent of all sun-care consumers. By 1996, the share had grown to 62 percent. Available data don't allow us to distinguish between growth attributable to people who previously didn't use sun-care products and growth due to existing customers who switched to an SPF-15-plus product.