With millions of Americans searching for skincare guidance every month, sunscreen has emerged as one of the most important and talked-about topics. In our previous article, we explored the overall landscape of US skincare searches and saw how certain brands and product types dominate the conversation.
Now, we turn our attention to the sunscreen category itself. What do people really want when they search for sunscreen? Are they looking for protection, a perfect tan, or something else entirely? Using Listening Mind’s powerful search data tools, we dig deeper into how Americans research sunscreen, what specific questions and concerns drive their searches, and how these journeys reveal key differences among consumers.
Let’s dive into the world of sunscreen searches to uncover what matters most to today’s skincare shoppers.
Sunscreen in the Spotlight: Search Trends and Volumes
Below, we see that there were just over 51.5 million US sunscreen searches in the past 12 months and roughly 7 million average monthly searches. We see that there are more than than 67,000 sunscreen-related keywords, covering nearly 3,800 topics.
As mentioned earlier, this category has quite a number of brand results showing that consumers associate these brands with this category. We also see searches around topics like tinted sunscreen (374,107/mo), sunscreen safety (203,599/mo), and sunscreen spray (174,353/mo).
The top sunscreen-related keywords are sunscreen for tanning (222,333/mo), broad spectrum sunscreen (136,666/mo), and mineral sunscreen (124,666/mo). The last two show that US consumers are interested in ample sun coverage and natural options like mineral sunscreen. But let’s look a little closer at sunscreen for tanning to see exactly what consumers are looking foBy using ListeningMind Path Finder, we can see what consumers are generally searching for before sunscreen for tanning and what intentions lay behind it. In this case, consumers are curious about wearing sunscreen while tanning. Those who desire a tan are searching optimal SPF for tanning and tanning with different SPF levels, for example, what spf is best for tanning?, best sunscreen for tanning at the beach, and is tanning with sunscreen safe?. We also see searches like sunblock or sunscreen to prevent tanning reddit and best sunscreen to prevent tanning, indicating not everyone views tanning positively.
After searching for sunscreen for tanning, we see more questions. On the tanning positive side, SPF-specific questions like can you tan with spf 70?, skin type related inquiries like best sunscreen for tanning pale skin, and practical timing-related questions like how long does it take to tan with spf 50. We also see prevention-related searches like does sunscreen prevent tanning on the face?.
Which tanning sunscreen keywords have the strongest purchase intent?
To find the keywords with the strongest purchase intent, we filter commercial and transactional keywords. Google provides intent information based on past search behavior. Consumers with commercial intent are looking for specific information that will help them in their purchasing decisions, while those with transactional intent go on to make purchases. Here are some examples:
Commercial intent keywords for sunscreen for tanning
- sunscreen for tanning
- australian gold sunscreen
- best sunscreen for tanning
- best sunscreen with bronzer
Transactional intent keywords for sunscreen for tanning
- best tanning oil
- sunscreen with tan accelerator
- sunscreen with bronzer spf 50
- best sunscreen with bronzer for face
Key Takeaways
- Sunscreen is one of the most searched skincare topics in the US, with more than 51 million searches in the past year.
- Consumers are interested in a variety of options, including broad spectrum, mineral, tinted, and spray sunscreens.
- Search patterns reveal two main groups: people looking for ways to tan safely and those focused on avoiding tanning and maximizing protection.
- Many searches focus on finding the best sunscreen for specific needs such as tanning, skin type, or SPF level.
- Keywords with high purchase intent point to strong interest in features like bronzing, tan acceleration, and different SPF options.
- Brands that offer both protection and tanning solutions, and that clearly guide consumers, are better positioned to connect with today’s sunscreen shoppers.
In the next article, we will break down the unique consumer personas behind these trends and show how brands can use these insights to build stronger connections.
