As people get older, they become increasingly interested in products that can help them look and feel younger. This is because they want to maintain their youthful appearance for as long as possible.
This is why the anti-aging market is so lucrative, and it is only going to continue to grow in the years to come.
So, who makes up this market? And how do they make purchase decisions?
In this article, we will discuss who the target market for anti-aging products is and how they make their purchase decisions.
Who is the Target Market for Anti-Aging Products?
To best understand the target market for anti-aging products we must understand the need that people have that motivates them to buy and use such products.
The obvious reason, of course, is to defy age and keep looking young for as long as possible. But when we look more closely at the reasons that drive this market to use anti-aging products, different segments emerge.
We can then analyze these segments to fully understand the target market for anti-aging products.
Following such an analysis we get the following customer segments for anti-aging products:
- People who want to look younger
- People who want to feel better about themselves
- People who want to stay healthy and improve their appearance
- People who are interested in preventative care
- People who want to slow down the aging process
- People who want to have more energy
- People who want to improve their skin appearance
While some people will fall into more than one of the above segments and there is some overlap between segments, people in each segment make purchase decisions for anti-aging products differently than those in other segments.
So, let’s look at each of these segments in detail to truly understand the target market for anti-aging products.
1. People who want to look younger
Anti-aging products, after all, are all about looking younger. People in this segment are highly concerned with their appearance and want to use products that will help them look younger.
They are willing to spend a lot of money on such products and are often the target of marketing campaigns for anti-aging products.
They are also very brand conscious and are more likely to trust products that are from brands that they know and trust.
This target market for anti-aging products usually has a good understanding of the different types of anti-aging products available and what each of them does.
They will often do a lot of research before making a purchase and are willing to spend a lot of money on the right product.
People in this segment are also more likely to use multiple products at the same time in order to achieve the desired effect.
They are also likely to supplement their anti-aging products with external treatments such as facials, massages, tanning, going to hair salons to get a specific look, and purchasing beauty and cosmetics products to complement the effects of the anti-aging products.
2. People who want to feel better about themselves
Sometimes, people want to use anti-aging products not necessarily to look younger, but to feel better about themselves.
They might be unhappy with their appearance and think that using anti-aging products will help them feel better about themselves.
People in this segment are also willing to spend a lot of money on such products.
They are often the target of marketing campaigns that focus on how using the product will make them improve their mood and feel better about themselves.
They might not have a lot of knowledge about the different types of anti-aging products available and might not do a lot of research before making a purchase.
They are more likely to use products from brands that they may not have heard of much but promise results.
3. People who want to stay healthy and improve their appearance
For many people staying healthy and improving their appearance are two sides of the same coin.
They believe that by using anti-aging products they will be doing both because they tend to associate looking younger with being healthier.
This group of people may supplement their use of anti-aging products with other measures such as regularly going to the gym and eating healthy.
They are willing to spend money on products that will help them stay healthy and improve their appearance.
People in this segment of the target market for anti-aging products are likely to be targeted by marketing campaigns that focus on how using the product will make them healthier and look better.
4. People who are interested in preventative care
Preventative care involves using products or taking measures to prevent something from happening.
Preventative care is often seen as being more important than reactive care, which is only concerned with treating problems after they have occurred.
In the case of anti-aging, people who are interested in preventative care use products that will prevent them from looking old.
This could involve preventing wrinkles or preventing gray hair.
They may be equally interested in preventing health problems or ailments associated with aging and so may be interested in overall health and wellness products.
They are equally likely to make diet changes and become vegan or start eating organic.
5. People who want to slow down the aging process
This segment of the market for anti-aging products is interested in products that will help them slow down the aging process.
They may not be as concerned with looking younger as they are with feeling younger and maintaining their health as they age.
They are interested in products that will help them to stay active and healthy for longer.
Apart from anti-aging products, this group may also be interested in fitness apps that track their progress or consume health and nutritional supplements.
6. People who want to have more energy
Sometimes, people turn to anti-aging products not necessarily because they want to look younger but because they want to have more energy.
They might be experiencing fatigue or low energy levels and think that using an anti-aging product will help them to feel more energetic.
This target market for anti-aging products is also likely to make changes to their diet like eating protein bars or adding protein powder to their morning cereal or regularly consuming healthy drinks.
7. People who want to improve their skin appearance
One very specific target market for anti-aging products includes people who want to improve their skin appearance.
People in this segment of the skincare market who are also interested in anti-aging products are typically concerned with wrinkles, age spots, or dry skin.
They might use a variety of different products to target these different concerns.
For example, they might use anti-wrinkle cream, a serum to target age spots, and a moisturizer to target dry skin.
Many in this segment may prefer organic or natural skin care products because as they are already getting old, the last thing they need are more chemicals on their skin than necessary.
Conclusion
As you can see the target market for anti-aging products is fairly broad and goes beyond people who just want to look younger and slow down the aging process.
It also includes people who want to feel better about themselves, who want to stay healthy and improve their appearance, and who want to use these products as preventative care.
People who want to have more energy also sometimes use anti-aging products as do those who want to improve their skin appearance.