Mintel: Consumers opt to use anti-aging products despite sentiments

CHICAGO — Most consumers believe that aging gracefully is genetic but also believe that such factors as diet, exercise and sunscreen play an important role in warding off the signs of aging, according to recent Mintel research.

The research firm found that 69% of consumers believed that how you age is mostly genetic. Eight-out-of-10 consumers also thought that diet and exercise are the most important factors associated with aging skin, and 78% believed that using sunscreen is the real key to preventing visible signs of aging.

While many consumers said that external products, such as anti-aging creams, are "more hope than help," they still believed that something is better than nothing. "There's a sizable gap between opinion and practice," stated Kat Fay, senior beauty analyst at Mintel. "While there are no guarantees when it comes to anti-aging skin care purchases, many women buy the products anyway with the hope of achieving visible results. They adopt the 'it's better to try something than do nothing' approach."

The $832 million anti-aging skin care market has experienced decelerated growth in the past year, according to Mintel, but sales are expected to increase 46% in current prices from 2010 to 2015.

Currently, 24% of consumers reported using anti-aging skin care products. Another 21% have used wrinkle-reducing facial skin care products in the past year, and 18% reported using skin-rejuvenating products. Meanwhile, 39% of consumers who are concerned with aging have not taken any action to prevent or reverse the signs of aging, according to Mintel.

For those consumers who are concerned about aging, the entire face is the biggest concern (48%), followed by the eye area (41%), the stomach (40%) and the neck (31%). "Respondents [ages 25 to 54 years] report the most likelihood to use facial skin care products with anti-aging, wrinkle-reducing and skin-rejuvenating properties," Fay stated.

"This makes sense, as at age 25 many people are likely beginning to see the first signs of aging and want to prevent further signs. Through middle age, they are trying to reverse the signs; and after age 55, they are likely more resigned to aging and less inclined to spend," she added.