Sunscreen sales continue to soar. (Industry Overview)

NEW YORK--Sales of sunscreens continue to eclipse those of suntan products, as consumers' longing for deep tans has been tempered by concern about the potentially bad effects of the sun's ultraviolet rays.

While sales of suntan products in drug stores dropped by 15% to $39 million for the 12 months ended August 31, sunscreen volume climbed 19% to $59.7 million, according to Towne-Oller & Associates, a division of Information Resources Inc.

Until relatively recently, suntans were widely regarded as healthy and fashionable, with millions flocking to the beach seeking deep, "perfect" tans. But as the incidence of skin cancer mushrooms, the public is becoming acutely aware of the dangers of overexposure to the sun. And in the 1990s sun care has become a health care issue.

Many experts recommend that sunscreens be used on a year-round basis to protect against incidental exposure to the sun. As a result, sun protection factors …