APAC most dynamic market for anti-agers

ANTI-AGERS remain a standout category, Euromonitor International told conference participants at in-cosmetics Asia in Bangkok on Wednesday. Achieving value growth of 4% globally in 2013, the worldwide anti-agers market was valued at USD 25 billion.

Asia Pacific is the fastest growing region for anti-agers, accounting for over 40% of the pie, according to Euromonitor research analyst Pei Ying Loh.

In her presentation on “Global Trends in Anti-agers”, Ms. Loh said anti-agers represented 23% of global skin care sales in 2013, with premium accounting for 43.5% and mass for 56.5% over that period. When it comes to factors influencing consumers purchases of anti-ager, price comes at the top, followed by brand, effectiveness/results, and convenience, she explained.

Anti-agers will remain a mega trend, Ms Loh affirmed. And where will it go in future? She advised brands to extend beyond skin care products, consider two major directions/demographics that are evolving as the future drivers for anti-agers: younger but age-conscious consumers aged 25-plus; and men's grooming.