Worldwide, the proportion of older adults is on the rise, and there’s an ongoing shift away from concealing signs of ageing, with consumers choosing to embrace them instead.
Japan’s senior beauty market is expected to grow as its ageing rate increases; by 2025, the total size of the overall senior market was estimated to exceed JPY100tn, and the market for senior cosmetics was also projected to surpass JPY300bn. Senior consumers place emphasis on health and wellbeing, and regard beauty as intrinsic to this. Older consumers are looking for suitable beauty products – specifically, they want age-relevant products that are easy to use and designed with safety in mind. Personalisation is key to meeting the needs of this consumer demographic, and brands will find it effective to leverage AI and biotechnology capabilities to deliver this. Brands must also improve the legibility of packaging and product information and enhance features like voice assistance so that senior consumers can comfortably choose and use beauty products.
Key Points Covered in this Report
- Populations are ageing, both in Japan and globally
- Many seniors embrace digital devices
- Strong interest in health draws seniors to holistic beauty
- Seniors seek options for older adults; brands must respond with personalisation
- AI and biotechnology drive personalisation
In the context of Japan’s declining birth rate and ageing population, the senior demographic is increasingly seen as presenting a key growth opportunity. Seniors are looking for options that suit their needs, and companies must respond with enhanced personalisation for this demographic.
Kaori Kawabata, Associate Director – Beauty and Personal Care, Japan
Collapse All
-
Executive summary
- Key points covered in this Report
- Overview
- Scope of this Report
- Global market overview
- Globally, population ageing rates are increasing, and seniors are embracing digital devices
- Adopting age-positive messaging
- Overview of the Japanese market and consumers
- Nearly 90% of people want to continue working in their 60s and beyond
- Graph 1: age at which consumer want or wanted to stop engaging in paid work, 2019
- Seniors are looking for options that suit them
- Opportunities in the Japanese market
-
Global market overview
- Rate of societal ageing is accelerating globally
- Across the globe, the population ageing rate is rising
- Graph 2: over-65s as a proportion of the total population
- Graph 3: over-65s as a proportion of the total population (1975-2045)
- Focus on markets with high senior representation
- Seniors have significant purchasing power
- Graph 4: distribution of household wealth, by age, 2003-23
- Many want to keep working after 60 (1)
- Graph 5: % of consumers with income-generating jobs, by country and age, 2021
- Many want to keep working after 60 (2)
- Usage of digital devices among seniors
- Seniors shop online and use social media at similar rates to younger consumers
- Graph 6: % of consumers who use online shopping platforms daily, by age group, 2023-24
- Seniors are open to using digital technology
- One in three people use wearables
- Graph 7: use of new technology, 2024
- AI tech with senior-specific use cases
- Many senior consumers are interested in AI…
- Graph 8: use of and interest in AI technologies, 2024
- …but there is some scepticism
- Graph 9: impressions of AI’s impact on society, 2024
- Seniors seek trust and value quality, ease of use and clarity
- Graph 10: factors other than price that are important when shopping for devices, by age, 2024
- The BPC market for seniors is a growth area
- The senior beauty market is a promising growth sector
- Skincare for seniors is a large market
- Graph 11: % of new skincare products with anti-ageing claims, 2023-25
- US has largest senior beauty market, while South America and Southeast Asia see remarkable growth (1)
- Graph 12: anti-ageing market size, 2025 (forecast)
- Graph 13: anti-ageing CAGR, 2025-33
- US has largest senior beauty market, while South America and Southeast Asia see remarkable growth (2)
- Senior consumers and beauty in context
- Seniors are more concerned with health than appearance
- Graph 14: Which of the following issues are you most concerned about for the future? (Top 5), 2023
- Senior and pre-senior women aren’t seeking beauty advice
- Graph 15: involvement with beauty routine, 2023
- Women aged 40-60 and hormonal changes
- Graph 16: current menstruation status, by age, 2023
- Beauty solutions designed around the menopause
-
Global trends
- Four trends in the global market
- From concealing ageing to embracing it
- Moving away from anti-ageing messaging
- Majority of seniors are satisfied with their appearance
- Graph 17: “How satisfied have you been with each of the following aspects of your life over the past 12 months?”, any satisfied* – % agree, 2023
- Senior women dissatisfied with companies that overlook ageing and ageing-related changes
- Seniors and pre-seniors are embracing ageing and are looking for age-relevant ads and products
- Graph 18: perspectives on ageing, 2023
- From concealing ageing to embracing it
- YouTube channel ‘Grandmothers of Reason’ garners attention and wins D&I award
- Inviting viewers to grow old together
- Major brands feature mature women in ads
- Approaching inner- and outer-beauty
- For seniors, health is a must-have
- Combining health and beauty for holistic beauty
- Population ageing accelerates fusion of beauty and health
- Providing strong bones and joints, energised cells and other
- Age-relevant products and services in high demand
- 62% of senior women want beauty products relevant to their age
- Seniors prefer simple steps
- Graph 19: “I always try to use fewer/the fewest products whenever possible in my personal care routine” – % agree, by gender and generation, 2024
- Seniors focus on ingredients for guarantee of safety and efficacy
- Graph 20: select attributes that help consumers trust a beauty/personal care brand, by age and gender, 2023
- Easy-to-use senior skincare that features anti-ageing ingredients and is available as a stand-alone product
- AI supports product personalisation
- AI advancements are making optimisation for seniors more accessible
- AI-driven skincare makes personalisation possible
- Biotech applications are advancing personalisation
- Consumers are already using AI beauty tools
-
Japanese market overview
- Four perspectives to grasp in the Japanese market
- Individuals are staying professionally engaged well into their later years
- Japan’s senior market is valued at >JPY100tn; senior cosmetics market estimated at >JPY300bn
- Japan’s ageing population
- Around 80% of people want to continue working into their 60s and beyond
- Graph 21: age at which consumer want or wanted to stop engaging in paid work, 2019
- Working into their 60s
- Graph 22: employment rate, by gender and age, 2025
- Response to labour shortages also impacts seniors’ engagement with beauty
- Seniors who experienced the bubble era are interested in health
- QOL* important for over-60s; this age group prioritises health over money-related matters (1)
- Graph 23: important things in life, by age and gender, 2024
- QOL* important for over-60s; this age group prioritises health over money-related matters (2)
- Bubble era generation keen to stay active
- Graph 24: “Seniors should be active” – % agree, 2024
- Japanese consumers less likely than Scandinavians to get a confidence boost as they age
- Graph 25: attitude towards ageing, confidence grows with age – % agree, by age, 2024
- Seniors and digital technology
- Smartphone ownership rates are consistent across age groups
- Graph 26: smartphone ownership rates, by age, 2025
- Graph 27: tablet ownership rate, by age, 2025
- Senior consumers are open to using AI for online shopping
- Graph 28: “AI makes it easier to shop for products online” – % agree, by market and age, 2023
- Seniors are increasingly online
- Graph 29: trends in senior consumers’ online shopping usage rates, by age, 2018-22
- Senior consumers and BPC in context
- Many senior men consider beauty products as non-essentials, while many senior women see them as indispensable (1)
- Graph 30: change in expenditure from one year ago, men aged 60+, 2024
- Graph 31: change in expenditure from one year ago, women aged 60+, 2024
- Many senior men consider beauty products as non-essentials, while many senior women see them as indispensable (2)
- Enhancement of senior-focused brands
- Big improvements in seniors’ oral health over 30-year period
- Holistic beauty is a good fit for health-conscious seniors
- Graph 32: current usage of food/beverages with select product benefits, 2023
- Domestic cosmetics companies expecting the beauty supplement market to grow as society ages
- Ingestible beauty and skincare set claims
- Tailoring product design and websites to meet senior consumers’ needs
- Universal design helps out everyone, including seniors
- AI skin diagnostic devices are appearing in drugstores, which are a key purchasing location for seniors
- Efforts to improve seniors’ QOL through cosmetics
-
Japanese consumer insights
- Some things change with age
- As consumers get older, they want to live longer
- Graph 33: perspectives on ageing, 2025
- Consumer concern about appearance doesn’t change significantly during later years
- Graph 34: select perspectives on ageing, 2025
- 20% of women aged 60+ now invest more in beauty than they did when they were younger (1)
- Graph 35: select areas where beauty consciousness has increased since age 35, 2025
- Graph 36: select areas where beauty consciousness has decreased since age 35, 2025
- 20% of women aged 60+ now invest more in beauty than they did when they were younger (2)
- Compared to when they were 35, oral care has risen as a priority for most people
- Graph 37: top three areas where beauty consciousness has increased since age 35, 2025
- After 60, oral care overtakes skincare as women’s top priority (1)
- Graph 38: priorities for spending among men (Top 5*), 2025
- Graph 39: priorities for spending among women (Top 5*), 2025
- After 60, oral care overtakes skincare as women’s top priority (2)
- Only one-third of women aged 60+ use social media as a source of information (1)
- Graph 40: information sources when making purchases, by age and gender, 2025
- Only one-third of women aged 60+ use social media as a source of information (2)
- Half of senior women would like larger text on packaging labels
- Graph 41: thoughts on beauty and grooming, I would like the labels on packages of grooming products to be larger – % agree, 2025
- Pre-seniors and seniors prioritise ease of use and not wasting time
- Graph 42: select thoughts on beauty and grooming (Top 3), 2025
- Skincare continues into the 70s, while makeup usage declines after age 60
- Graph 43: usage of select BPC products over last three months, 2025
- Decline in makeup usage among women aged 60+ is linked to drop in employment
- Graph 44: working status of women, 2025
- Women aged 60+ who wear makeup
- More disposable income associated with higher makeup usage
- Graph 45: makeup product usage by spending power for women aged 60+, 2025
- Graph 46: makeup product usage in past three months working status (women aged 60+), 2025
- Women aged 60+ who wear makeup also invest in skincare
- Graph 47: priorities for spending (Top 6*) among women aged 60+, 2025
- Senior women who wear makeup want beauty information tailored to their own age group
- Graph 48: thoughts on beauty and grooming (women aged 60+), 2025
- Women who wear makeup back age-relevant makeup and think anti-ageing measures are necessary
- Graph 49: select thoughts on beauty and grooming, by age and gender, 2025
- Men aged 60+ who want to look younger
- Men aged 60+ less likely to worry about looking younger
- Graph 50: changes in desire to look younger compared to when they were 35 – increased compared to when I was 35, % agree, 2025
- Senior men who are employed and have disposable income are more likely to want to appear younger
- Graph 51: % of men aged 60+ who are now more interested in looking younger than they did at age 35, by spending power, 2025
- Graph 52: % of men aged 60+ who are now more interested in looking younger than they did at age 35, 2025
- Many men aged 60+ who want to look younger purchase products themselves
- Graph 53: BPC product purchases in the past six months (Top 5), 2025
- Men aged 60+ who wish they looked younger don’t necessarily want to take steps for a more youthful look
- Graph 54: thoughts on beauty and grooming, men aged 60+, 2025
- Perception of grey hair differs between men and women
- Men who are more interested in looking younger at 60+ rate the appearance of grey hair
- Graph 55: thoughts about ageing – I think grey hair is nice, % agree, by age and gender, 2025
- Many women seeking age-relevant makeup embrace grey hair
- Graph 56: thoughts on beauty and grooming, women aged 60+, 2025
-
Opportunities in the Japanese market
- Personalisation is the key to seniors’ hearts
- Meet senior consumer demand with tech-driven personalisation
- Seniors are looking for options that suit them
- Graph 57: women’s select thoughts on beauty and grooming (Top 5), by age, 2025
- AI and biotechnology drive personalisation
- Brands can deliver synergistic holistic skincare by providing both DNA/microbiome analysis and inner beauty
- Incorporating improved sleep into personalisation for seniors
- Graph 58: activities for beauty, 2022
- Enhancing in-store offerings is an effective way to promote personalisation
- Graph 59: information sources for purchasing BPC, 2025
- Attract seniors with personalised ways of providing information and education
- Graph 60: “I wish there was more beauty information for my age group” – % agree, 2025
- Face presbyopia together with consumers
- Providing solutions for the beauty inconveniences caused by presbyopia
- Stores address packaging legibility by installing touch panels and magnifying glasses
- Winning hearts with lesson on balancing makeup with glasses
- Using magnifying glasses as promotional goods
- Reduce the digital divide with voice assistants
- Beauty information gap felt by senior women
- Enhance voice assist features to address beauty information gap
- Boots in the UK provides a senior-friendly in-store experience by combining AI diagnostics, voice guidance and in-store support
- Estée Lauder promotes inclusive digital experiences
-
APPENDIX
- Consumer survey methodology
- Glossary
Market Intelligence Made EasierWith Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact usTrusted by global industry leaders
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
