Sun smart survey: how New Zealanders protect themselves from the sun

Sunscreen use habits haven’t changed significantly since our 2021 survey. But in the cost-of-living crisis, the price of sunscreen is more important – 57% of the people in our survey said price was very important compared with 51% in 2021.

About the survey: Our data are from a nationally representative survey of 1000 New Zealanders, aged 18 years and older, carried out online in August 2023. Figures may add to +/- 100% due to rounding.

Sun safety

When the sun’s rays are most intense – between 10am and 4pm September to April or when the ultraviolet (UV) index is greater than three – we need to protect ourselves.

Nearly two-thirds of people in our survey seek shade (65%) or limit time outside (61%). Approximately half often or always wear sunscreen (52%) and cover up with suitable clothing (57%). But less than a third only sometimes keep safe in the sun. Eighteen percent rarely or never use sunscreen, and 12% rarely or never cover up.

Sixteen percent of Kiwis in our survey get sunburnt most years. An additional 50% occasionally get burnt.

How often do you practice these sun-protection behaviours?

The UV index measures the level of radiation from the sun. Fifty-nine percent sometimes or always consider the index before spending time in the sun. One in three (35%) don’t consider it. Six percent don’t understand what it means.

Buying sunscreen

More than half the people in our survey (56%) buy sunscreen at the supermarket. One in four (25%) people in our survey buy it at the pharmacy, with 12% purchasing their sunscreen at large chain stores, such as The Warehouse, Kmart or Farmers.

Seventy percent of shoppers read sunscreen labels before buying. However, only 39% of all shoppers agree they can trust them. Seventeen percent don’t trust the labels.

I can trust the label claims on sunscreens

When buying sunscreen, SPF and broad-spectrum protection are still the most important factors. But the cost of sunscreen has increased in importance since 2021, with 60% of consumers believing sunscreens are too expensive.

Less than a third of respondents said brand, environmental considerations, how the sunscreen looks on the skin or recommendations by family or friends were very important.

How important are the following factors when buying sunscreen?

Sunscreens are too expensive

Despite consumers saying SPF is the number one consideration when buying sunscreen, there’s confusion about what the SPF numbers mean. Only 23% correctly disagreed that SPF30 blocks twice as many UV rays as SPF 15 and an additional 21% don’t know. Just 38% disagreed that SPF50 doesn’t need to be reapplied as often as SPF30 - ie, they knew that SPF50 needs to be reapplied just as often as sunscreens with a lessor SPF.

Remember, no sunscreens block 100 percent of UV rays.

• SPF50 blocks 98 percent.
• SPF30 blocks 97 percent.
• SPF15 blocks 93 percent of UVB.

All sunscreens, regardless of SPF, should be reapplied every two hours you’re outside.

SPF30 blocks twice as many UV rays as SPF15

SPF50 does not need to be reapplied as often as SPF30

Using sunscreen

Nearly half (48%) often or always wear sunscreen. Reducing the risk of skin cancer and preventing sunburn were the most important reasons for applying it. Most people (79%) correctly apply sunscreen before going outside.

Sunscreen should be reapplied often – every two hours you’re outside. But only 13% of survey respondents do this, with 46% reapplying “every now and then”. Nine percent never reapply sunscreen.

Although one-quarter of people (28%) don’t always reapply because they take other measures (such as wearing a hat), nearly half say they forget (45%). Twenty-one percent can’t be bothered, and 14% don’t think it’s necessary.

Why don't you always reapply sunscreen?

Sunscreen safety

Most people think it’s safe or somewhat safe to regularly use sunscreen on adults (85%) and children (82%). However, there’s less certainty (58%) when it comes to babies. Eighteen percent said they don’t know whether it’s safe or not for babies.

The effectiveness of sunscreens was the biggest concern (as it was in 2021) – followed by the safety of ingredients and allergic reaction or irritation.

How concerned are you about the following issues?

Sun safety tips

The New Zealand Dermatological Society (NZDSI) says a sunscreen is only one part of your defence against UV radiation and shouldn’t be used on its own. You should also cover up with suitable clothing (preferably UPF50+), a broad-brimmed hat and UV-protective sunglasses, and also seek shade. When the sun’s rays are most intense (between 10am and 4pm September to April or when the ultraviolet index (UVI) is greater than three), limit your time outside.

• Look for sunscreens with an SPF of 30 or above, plus water resistance and broad-spectrum protection. The NZDSI recommends SPF50+ for greater protection.

• Apply sunscreen at least 20 minutes before going outside.

• Apply plenty – about two teaspoons for each leg, and one teaspoonful for each arm, your back, your front and your face (which includes your neck and ears). That adds up to about 45ml – or nine teaspoons – for a full-body application.

• Ignore “once-a-day” claims. Sunscreen should be reapplied often – every two hours you’re outside.

• Mopping up sweat or towelling dry reduces protection: apply another coat of sunscreen immediately.

For more information on sunscreens check out our FAQs about sunscreens