Assessing Consumer Preference toward Sunscreen Products and Market Opportunities for New Product Launch in Chennai and Virudhunagar

The growing awareness of skin health and the harmful effects of ultraviolet (UV) radiation has increased the importance of sunscreen products in daily skincare routines. This study examines consumer preferences toward sunscreen products and evaluates the market potential for introducing new sunscreen brands in Chennai and Virudhunagar districts of Tamil Nadu. A descriptive research design was adopted, and primary data were collected from 253 respondents using a structured questionnaire. The collected data were analyzed using statistical techniques such as frequency analysis, cross tabulation, chi-square test, and weighted average method. The findings reveal that online platforms are the most preferred channel for purchasing sunscreen products, followed by supermarkets. Most respondents apply sunscreen two times per day, indicating moderate but regular usage behavior. Consumers show a strong preference for tube packaging and compact travel-friendly formats. The results also indicate that consumers mainly consider price and SPF level when purchasing sunscreen, and many associate higher-priced products with better quality and protection. Furthermore, a majority of respondents expressed willingness to try new sunscreen brands, suggesting favorable opportunities for new product entry. Overall, the study highlights increasing consumer awareness of sun protection and indicates promising market potential for new sunscreen products in the evolving skincare market.