Brits fall out of love with sunbathing


A poll of 2,000 adults found 50% take UV rays more seriously than they did five years ago, with those aged 25-35 most likely to adopt this view (83%). On a typical sunny day, the average adult will apply SPF three times in total, but a third protect their skin regardless of the weather.

While 24% limit how long they spend in the sun, with 68% only spending up to four hours outside on a hot day. The study was commissioned by Kopparberg which has partnered with UK charity Melanoma Fund to encourage the nation to drink responsibly while helping raise awareness for the important work the charity does.

It also emerged that while 78% are more conscious of sun exposure now than when they were younger, 29% believe there still isn’t enough awareness about the dangers.

In response to the findings, the beverage brand has launched SPF50 sunscreen which will be available in select UK pubs as part of its summer-long campaign to promote sun-safe lifestyles – and help people keep their skin safe from harmful UV rays.

Rob Salvesen at Kopparberg said: “We recognise our duty to encourage responsible enjoyment during the longer, sunnier days. Raising sun protection awareness is key which is why we’ve partnered with the Melanoma Fund to encourage Brits to take the necessary precautions against harmful UV exposure.

“We hope to educate the public on smart sun safety habits so they can confidently revel in the warm weather without compromising their health.”

Of those who have become more conscious of UV exposure, 28% said it is because they don’t feel comfortable spending so long outside. While 23% have experienced health issues due to being overexposed to the sun or have watched someone they know go through it.

However, 27% of 18–24-year-olds care about it more thanks to fashion and beauty trends. Encouragingly, 44% want to protect themselves from sun exposure as 35% claim to be health conscious.

What were once cited as common myths, 65% now believe the UK sun is strong enough to cause health risks – as opposed to only foreign rays – and 57% know sun damage can still occur on cloudy days. And 48% are also aware after-sun products don’t repair over exposure, according to the data.

Michelle Baker, CEO of Melanoma Fund, said: “Melanoma is dangerous yet mostly preventable with considered sun safety practices. This includes seeking shade, wearing protective clothing, and applying SPF30+ sunscreen, especially during the sun’s peak hours from 11am to 3pm. 

“Staying hydrated is crucial, and if you are drinking alcohol, alternating it with water can help maintain hydration levels under the sun.”

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