The Indian anti-ageing category is experiencing stagnation in traditional claims but shows potential in niche claims like firming, amidst a global shift away from negative ‘anti-ageing’ notions towards positive concepts such as ‘longevity’. This shift reflects a global backlash against the idea that ageing is something ‘bad’ needing ‘fixing’.
Further, this report delves into skin and hair concerns recognised as signs of ageing, focusing on consumer awareness of ageing indicators, beyond wrinkles and greying hair. It opens avenues for brands to innovate and educate on the signs to delay the ageing process. The report also segments Indian consumers based on their attitudes and actions towards ageing, providing insights into their preferences and behaviors, and suggesting strategies to engage these consumer segments effectively.
Additionally, the report examines Indian adults’ interest in anti-ageing product features, revealing a declining interest in features offering a targeted approach to ageing. Instead, preference for formats that promote healthy skin, suggesting that the longevity narrative will resonate with a broader audience.
Dive into India's evolving anti-ageing category, where traditional claims are being challenged by exciting niches. Brands have a prime opportunity to capture the market with fresh, positive narratives that truly connect with today's dynamic consumers.
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
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