Brits Shifting Away from Sunbathing as Skin Cancer Warnings Resonate

Changing Trends in Sunbathing Habits

Recent research reveals that Brits are moving away from the sunbathing culture, with half of the population now taking skin cancer warnings seriously. Only a third of adults now consider themselves 'sunseekers'.

Increased Awareness and Sun Protection

Findings from a survey of 2,000 adults show that 50% now prioritize protection from UV rays, especially among the 25-35 age group. On sunny days, the average adult applies SPF three times, and a third protect their skin regardless of the weather.

Collaboration for Sun Safety

Kopparberg has partnered with UK charity Melanoma Fund to raise awareness about sun safety. The beverage brand has launched SPF50 sunscreen and will promote sun-safe lifestyles in select UK pubs to help protect the public from harmful UV exposure.

Growing Concerns and Consciousness

While 78% of respondents are more mindful of sun exposure now, 29% believe there is still insufficient awareness about the dangers. Health issues from sun overexposure and fashion trends are driving factors for increased consciousness about UV exposure.

Key Sun Safety Practices

Experts emphasize the importance of seeking shade, wearing protective clothing, applying SPF30+ sunscreen, and staying hydrated, especially during peak sun hours. Awareness about sun damage on cloudy days and the limitations of after-sun products is also on the rise.