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Their internship has ended, but Thomas and Jia Jun are staying on with us a while longer. We could not be happier about it.
You may remember them: our interns. Former interns now, really, because their internship has already come to an end. Time flies! Happily, Thomas Venhorst and Jia Jun Mak are staying on with us for a while, and we could not be happier about it.
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IN THE NEWS
Young people use less sunscreen due to high costs
One in three young adults applies less sunscreen due to the high costs. Read the striking conclusions from our research.
One in three young people apply less sunscreen due to inflation Knowledge about shelf life and correct use of the cream is insufficient
Schiphol, 25 June 2026 – One in three young adults (between the ages of 18 and 35) apply less sunscreen because sunscreen is (too) expensive. Money is not an issue among older Dutch people. However, that does not mean that they protect themselves well to reduce the risk of skin cancer. On the contrary: about twenty percent of people aged 56+ say they never use sunscreen.
These are some striking conclusions from a new market study by MSI-ACI Europe. This representative survey of 1,585 adult Dutch people mapped out the knowledge about and use of sunscreen.
Lubrication 'by feeling'
This knowledge, despite all the information campaigns, still seems to be in a bad state. Many Dutch people use sunscreen much longer than recommended. More than forty percent indicate that they only buy new sunscreen when the old one is completely finished, while at the same time almost seventy percent know that the shelf life starts as soon as the package is opened. As a result, there is a risk that people will use products that do not protect as well as thought.
It also becomes clear that we often use sunscreen 'by feeling'. The recommended amount – such as a teaspoon for the face – is not known to two-thirds of the Dutch people. Also, a large proportion of the participants in the study cannot properly explain what SPF (sun protection factor) means.
Save on protection
It is striking that price has a direct influence on the use of sunscreen. More than twenty percent of the respondents indicate that they use the product less because it has become (too) expensive. Among young people and young adults (respondents between the ages of 18 and 35), there will be even more cutbacks. 33 percent of Dutch people between 18 and 25 apply less because of the high price of sunscreen; Among 26 to 35-year-olds, this applies to 32 percent.
This is worrying, because sufficient and regular lubrication is essential for protection against harmful UV radiation. In addition, almost a third of the Dutch buy more often sunscreen from a private label because of the increased prices. This share is slightly higher among 18-35 year-olds.
Older people versus young people
Anyone who thinks that older Dutch people, aged 56 and older, apply sunscreen better than young people is wrong. At least, that is the picture that emerges from the research. Although money is not an issue, they even apply less frequently and relatively more often only in the summer than their younger compatriots.
While about thirty percent of young people up to the age of 35 use sunscreen daily in the spring and summer, even when the sun is not shining brightly, this is only the case for nine percent among the over-56s. Remarkable, since almost everyone is aware that sunscreen can reduce the risk of skin cancer. But in many cases acting on that is not an option. In fact, one in five people aged 56+ never uses sunscreen.
Over MSI-ACI Europe
MSI-ACI Europe is a European market research agency that maps consumer behavior. The company has 25 years of international experience. The company has branches at Schiphol, Belgrade and London.
