Anti-ageing skincare not resonating with older consumers

In the survey, 33% of consumers admit that they are worried about ageing, with respondents across all age groups aged 25 and over expressing similar levels of concern. Moreover, 20% say that they are concerned about their skin showing signs of ageing, such as fine lines and age spots.

However, less than a third of those who are worried about skin ageing have adopted a regular anti-ageing skincare routine. Veronika Zhupanova, analyst at Canadean, says: "There seems to be a gap between attitude and behaviour, as consumers are interested in counteracting ageing, but they do not adopt anti-ageing skincare routines. Reasons for this behaviour could be price, product availability or consumers simply not knowing what products to use or how often."

Missing out on 55+ consumers

Across all age groups who are worried about ageing skin, consumers aged 55 and over, constituting 28.7% of the UK population, are the least likely to act on it. Over half (56%) of concerned 55+ consumers have not done anything about their concerns – the highest number among all age demographics. The research suggests that by focusing too much on young adult women, the skincare industry might miss out on 55+ consumers.

Zhupanova adds: "Manufacturers don’t get their messaging right when they talk to older consumers. This group is comfortable with their age, they don’t feel old and they don’t want to be treated as desperately clinging to youth. To achieve success among those aged 55 and older, skincare producers need to offer them inclusive products that promote good-looking, well-groomed skin as well as attractiveness, as opposed to treating their age as a burden that needs a relief."