According to a new study by market researcher Canadean, one in five UK consumers are concerned about skin ageing, but only one-third of those who are worried have adopted a regular anti-ageing skincare routine.
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.
According to analyst Veronika Zhupanova, this indicates that marketers are failing to connect with a majority of consumers who are most interested in their products.
“There seems to be a gap between attitude and behaviour, as consumers are interested in counteracting ageing, but they do not adopt anti-ageing skin care routines,” she says.
“Reasons for this behaviour could be price, product availability or consumers simply not knowing what products to use or how often.”
Older market missing out
One particular area for concern is with older consumers as results from this study suggest that those aged 55 and over are the least likely to act on skin ageing concerns.
Canadean states that over half (56%) of concerned 55+ consumers have not done anything about their concern, which is the highest number among all age demographics.
The research suggests that by focusing too much on young adult women, the skin care industry might miss out on 55+ consumers.
“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,” adds Zhupanova.
“To achieve success among those aged 55 and older, skin care 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.”