Did you know that the fear of aging is more prevalent among Millennials and Gen Z than their older counterparts? According to a recent research study by Provoke Insights, a leading market research firm, younger generations are most concerned about the effects of aging on mental health and appearance. With 1,500 Americans aged 21-65 participating in the research, the study delved into the connection between aging and consumer behavior in the beauty, skincare and vitamin markets. Discover how these findings are reshaping our understanding of aging and consumer trends.

Americans Concerns About Aging

While 41% of Americans are concerned about aging’s impact on physical health, mental health (37%) and physical appearance (31%) are also areas people worry about as they age.

Aging and physical health are concerns that transcend generations. However, the research has brought to light some intriguing findings. Younger generations are more likely to worry about how aging affects their mental health and appearance. In fact, 41% of Gen Z and Millennials are concerned about the impact of aging on their mental health, and a third of them are worried about their physical appearance. This heightened concern among younger Americans has led to a surge in those seeking anti-aging advice, with 77% of Millennials and 76% of Gen Z turning to social media, friends and family, and online videos for guidance.

Gender Difference Perceptions and Shopping Habits

Women are only slightly more concerned about aging impacting physical health (40% men vs. 42% women) and mental health (35% men vs. 38% women). Women are significantly more worried about the consequences of getting older on their appearance (28% men vs. 34% women). As a result, women are more likely to have a skincare routine. However, both men and women use vitamins as part of their daily health routine.

Concerns About Physical Appearance & Aging

Interestingly, Americans who are concerned about the effects of aging impacting their appearance are more inclined to purchase skincare products (68%), vitamins (59%) and beauty items (53%). Consequently, health and beauty brands must understand who these shoppers are and determine how their brands can assist these apprehensive consumers.

Carly Fink is a featured speaker at Happi’s Health & Longevity Conference, September 12 in New York City. To learn more and to register, click here.

So, who are these shoppers? These worrisome consumers are more likely to be Millennials (41%) and slightly more female (54%).

These beauty-conscious individuals are significantly more likely to prioritize staying updated with the latest trends and make self-care a part of their routine. Two-thirds regularly use moisturizer, eye cream and sunscreen, and 42% routinely go for facials. Keeping fit is also a priority for this group, as they are more likely to engage in cardio (45%), weight training (40%), yoga and pilates (14%). Additionally, 58% are more likely to prioritize a healthy diet.

Compared to other cohorts, these consumers are highly seeking in multiple ways for anti-aging advice including social media and online video. It is also important to note that this group is likely to also seek advice from medical professionals, TV, magazines and blogs.

So How Should Brands React?

The research highlights the significant impact of aging concerns on buying behavior within the beauty, skincare, and vitamin markets, with younger generations showing a heightened inclination to seek anti-aging products and advice. Gender differences are also apparent when it comes to aging perceptions. However, those most concerned with age impacting their beauty are also larger buyers of health and beauty products. Marketers are in the position to play problem solvers to help these consumers stay mentally and physically healthy, as well as  feel less self-conscious about their appearance. 

Here are recommendations for brands and marketers:

1. Harness the power of social media and online videos to provide valuable advice on anti-aging products and routines.

2. Use social media to create a dialogue with consumers about ways to mitigate their concerns about aging.

2. Establish partnerships with medical and health professionals to show why your product helps with aging.

3. Tailor marketing strategies to cater to the specific preferences and priorities of the beauty-conscious demographic, such as emphasizing the latest trends, self-care routines, and healthy living.

4. Engage in targeted marketing efforts to attract younger consumers, particularly Millennials and Gen Z, who are most concerned about aging.

5. Show how vitamins are not just preventative but how it combats physical health, mental health and beauty issues.

By understanding and addressing the concerns of the youthful demographic regarding aging, brands and marketers can better position themselves to meet the evolving needs and preferences of this influential consumer group.

Carly Fink is a featured presenter at Happi’s Longevity & Wellness Conference, September 12 at Convene, Madison Ave., New York, NY. To learn more and to register, click here.

About Provoke Insights & Its Research

Provoke Insights is a full-service global market research and brand strategy firm. As a builder of brands, the firm solely focuses on research for branding, advertising, and content marketing initiatives. Provoke Insights empowers brands with the insights they need to navigate the cluttered marketing space and improve ROI. Carly Fink is the president of Provoke Insights.

Methodology. Provoke Insights conducted a 15-minute online survey among 1,500 Americans between ages 21 and 65. The study was fielded in April 2024. A random stratified sample and weighting methodology was used to ensure a high degree of representation of the U.S. population (household income, age, gender, geography, ethnicity, and parental status). Results based on this sample have a maximum margin of sampling error of +/- 2.5% at a 95% confidence level. Statistical differences between subgroups indicated in this research were tested at a 95% confidence level. Check the Summer 2024 page for the latest category research, including beauty and wellness.     

About the Author

Carly Fink is the president and founder of Provoke Insights, a full-service market research firm specializing in branding, advertising, media, and content marketing. Prior to founding Provoke Insights, she worked at the Harris Poll, J. Walter Thompson, and Grey Advertising. Client experience includes FDA, Dropbox, Andersen Windows, Bank of America, GSK, AIG, Procter & Gamble, USPS, Constant Contact eToro and NY Blood.