American women lead the way in anti-ageing skincare products, reports Mintel


The $2.3bn US anti-ageing skincare market has experienced substantial growth in the past five years, as women continue to clamor for the next advancement to stave off the signs of aging, reports Mintel.

While the desire to find the fountain of youth is a global concern, recent Mintel research found American women lead the way in anti-aging facial skincare usage when compared to their counterparts in Germany, France and the UK; while the West (US, UK, France) launched the most anti-ageing skincare products between 2009 and 2011 in comparison to Japan and China.

Thirty-seven per cent of US women have used anti-ageing creams and serums for the face, compared to 23% of UK women, 24% of the female population in France, 25% of women in Germany and 26% of women in Spain. 

But it’s not all creams and serums in the anti-ageing fight, devices could become the weapon of choice in the battle against fine lines and wrinkles. While usage is modest (just 4% of US women have used an anti-ageing device) 35% of American women report while they haven’t used an at-home anti-ageing device, they would be open to trying one.

Furthermore, women seem more interested in at-home treatments than visiting a professional. Forty per cent of US women have used or would be interested in using an at-home treatment, compared to 32% who have visited/would visit a professional for non-invasive anti-ageing treatments.

“Technology is ingrained in our everyday lives, from smart phones to constant connection through social networks,” said Amy Ziegler, global personal care analyst. “Embracing technology in our beauty regimen seems like the next logical step.” 

Meanwhile, product launch activity seems to be the greatest in the West. According to Mintel’s Global New Products Database, 46% of total skincare product launches in the UK carried an anti-aeging claim from 2009-2011.

France and the US were only slightly higher, with 47% of skincare launches touting the anti-ageing claim. China and Japan followed with much lower numbers—27% and 19%, respectively.