Cost and quality in consumer sunscreen preferences

Background Sunscreen use is an important modifiable behavior to protect against skin cancer, photoaging, and sunburn. Product costs and characteristics may influence accessibility and usage of sunscreen. This study aims to determine preferences for sunscreen attributes and willingness to pay (WTP) for an ideal sunscreen product. Methods Adult volunteers 18 years or older were contacted on ResearchMatch. Of 670 responses, 489 surveys were completed and 2 were excluded based on the inclusion criterion. Online survey responses were collected in REDCap from July-September 2019. The online survey queried sunscreen attribute preferences and then respondent preferences were compiled into individualized descriptions of ideal products. Respondents were then asked to make purchasing decisions on these products. WTP was determined by analyzing product attributes and purchasing decisions. Attribute preferences were reported as numerical ratings of Importance and Desirability. WTP was calculated by linear regression of purchasing decision data. Qualitative comments about sunscreen preferences were also collected. Results The study involved 487 participants aged 18-85 years (mean 43.6, SD 15.7) and 84.4% (N = 411) female. The most popular attributes included complete prevention of skin cancer and sunburn. WTP for an ideal product was $30.10 +/- 2.11 for one month of use. Conclusions Consumers provide high values in WTP for sunscreen. Dermatologists should consider cost and variability in attribute preferences when recommending sunscreens to patients. Further study is required to determine the effects, if any, of cost and attributes on adherence to sunscreen use in specific populations.