艾媒咨询 | 全年防护 养肤补涂——2026年防晒市场消费者需求洞察报告

近年来，防晒市场持续受益于全年防护意识觉醒、养肤理念深化、肤感技术迭代及补涂场景创新等多重赋能，其消费需求已从单一防晒向“防晒+护肤”复合功能升级。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《全年防护 养肤补涂——2026年防晒市场消费者需求洞察报告》数据显示，2015年中国防晒化妆品行业市场规模为85亿元，2025年达179亿元，预计2026年将达195亿元，2028年预计达224亿元，市场规模保持持续增长态势。从护肤品大盘来看，2015年中国护肤品行业市场规模为1606亿元，2025年达3186亿元，预计2026年达3358亿元，2030年预计达4039亿元。防晒品类在护肤品大盘中的渗透与刚需属性持续增强。

防晒刚需认同度方面，38.13%完全认同四季都需严格防晒，53.33%比较认同除冬季外需重点防护，合计认同度达91.46%，全年防护理念已获广泛接受。对未来化学防晒产品的发展期待方面，防红外/蓝光/光污染占34.65%、产品安全性高占33.57%、效果持续时间长占32.86%、更隐形不花妆的补涂产品占32.86%、复合功效产品占31.06%。形态创新期待方面，喷雾/粉饼类补涂产品占28.55%、智能感应防晒占28.32%、精华油养护一体占25.21%、贴片式防晒面膜占17.92%。防护广度、安全性与便捷补涂成为产品升级的核心方向。

艾媒咨询分析师认为，中国消费者对防晒产品的需求已从单一防护向“防晒+护肤”复合功能升级，养肤型防晒与便捷补涂是两大核心创新方向；防晒产品的创新已从参数竞赛转向体验竞赛与价值竞赛，在保证防晒力的基础上，谁能提供更好的肤感与更多的护肤价值，谁就能赢得消费者的青睐。

In recent years, the sunscreen market has continuously benefited from multiple drivers, including the awakening of year-round protection awareness, the deepening of skin care concepts, the iteration of skin feel technologies, and innovations in touch-up scenarios. Consumer demand has evolved from standalone sun protection to a composite function of "sun protection + skin care." According to the latest report titled "Year-Round Protection, Skin Care Touch-Up—2026 Sunscreen Market Consumer Demand Insights Report" released by iiMedia Research, a global leading third-party data mining and analytics institution in the new economy industry, the market size of China's sunscreen cosmetics industry was 8.5 billion yuan in 2015, reached 17.9 billion yuan in 2025, is expected to hit 19.5 billion yuan in 2026, and is projected to reach 22.4 billion yuan in 2028, maintaining a sustained growth trend in market size. From the perspective of the broader skincare market, the market size of China's skincare industry was 160.6 billion yuan in 2015, reached 318.6 billion yuan in 2025, is expected to hit 335.8 billion yuan in 2026, and is projected to reach 403.9 billion yuan in 2030.

The penetration and essential nature of sun protection products within the broader skincare market continue to strengthen. In terms of sun protection necessity recognition, 38.13% fully agree that strict sun protection is needed year-round, while 53.33% relatively agree that key protection is necessary except in winter, resulting in a combined recognition rate of 91.46%, indicating that the concept of year-round protection has gained widespread acceptance. Regarding expectations for the future development of chemical sunscreen products, 34.65% prioritize infrared/blue light/light pollution protection, 33.57% emphasize high product safety, 32.86% value prolonged efficacy, 32.86% favor more invisible touch-up products that do not require makeup, and 31.06% prefer products with composite functions. In terms of form innovation expectations, spray/powder-based touch-up products account for 28.55%, smart sensing sunscreen for 28.32%, essence oil integration for 25.21%, and patch-style sunscreen masks for 17.92%. Broad protection, safety, and convenient touch-up have become the core directions for product upgrades. Product innovation in the China sunscreen market is focusing on two key areas: skin feel optimization and multifunctional efficacy.

Analysts from iiMedia Research believe that Chinese consumers' demand for sunscreen products has evolved from single protection to a combination of "sun protection + skincare" functions, with skincare-focused sunscreens and convenient reapplication being the two core innovation directions; innovation in sunscreen products has shifted from parameter competition to experience and value competition. On the basis of ensuring sun protection efficacy, those who can provide better skin feel and more skincare value will win the favor of consumers.

防晒市场概念与范畴界定

行业规模稳步扩容，增长动能持续释放

防晒认知升级，日常刚需属性凸显

复合功效需求突出，创新方向明确