Whether you’re pro- or anti-, it’s a fact of life: aging happens. However, today’s attitudes toward the natural aging process are different from those of the past, with more consumers leaning toward both prevention and acceptance on one’s own terms.
“The main trend is that we are not talking about ‘anti-aging’ anymore, but ‘well aging,’ with the idea being to feel in harmony with the signs of aging and to improve overall well-being,” says Olga Gracioso, global marketing director, Sederma.
Indeed, the well-aging/anti-aging market is set to explode this decade as all boomers (those born 1946-1964) will have entered their sixties within the next few years. In fact, P&S Intelligence reported recently that the global market size for anti-aging is expected to skyrocket from $194.4 billion in 2020 to $422.8 billion by 2030.
Key factors propelling this growth aren’t just limited to the aging population—it’s also driven by a new post-pandemic mindset, a focus on sustainably sourced ingredients and younger consumers seeking preventive measures, rather than correctives.
Spate recently unveiled age-related beauty search terms for the 12 months ending June 2021 and found that the top-growing topics by U.S. search volume were:
• 62.7%: wrinkle patches
• 52.5%: Botox for wrinkles
• 46.3%: glabellar lines
• 49.4%: SPF