What you probably already know: For many women, aging is no longer something to fight against but to manage, prepare for and approach with intention, especially among the millennial and Gen Z generations. McKinsey pegs the global wellness market at $2 trillion as wellness becomes a daily, personalized practice. New research from the YouGov U.S. Anti-Aging Report shows that women are leading the shift toward preventive anti-aging habits, using a mix of skincare, wellness routines and treatments to help maintain their appearance and support healthy aging. Women make up 64% of Americans classified as “aging preventers,” or people who consider preventing signs of aging important.
Why it matters: Forty-three percent of women surveyed said they wanted to “age gracefully” while maintaining their appearance. Across the broader population, 38% of Americans shared that view, while 10% actively try to slow or reverse signs of aging. That approach has created a growing market for simple, accessible routines that fit into daily life. YouGov found that 57% of Americans spend money each month on skincare, supplements or anti-aging products. Women are especially engaged, with only 24% spending nothing, compared with 56% of men. For those women most focused on prevention, spending tends to be even higher. Nineteen percent of aging preventers spend more than $50 per month on anti-aging products or services, compared with 5% of aging maintainers and 2% of consumers who call themselves “indifferent” toward anti-aging.
What it means: McKinsey notes that “wellness is more important to consumers than ever,” adding that it represents more than $500 billion in annual spending and is growing nearly 5% annually. Health, sleep, nutrition, mindfulness, fitness and “better appearance” are top wellness concerns, especially among Gen Zers and millennials, who are particularly focused on mindfulness. Younger consumers are also more likely to spend on discretionary products such as health-tracking devices, massage tools, IV drips and beauty apps. “But consumers in all age groups are also spending heavily on other products and services,” McKinsey says, “that are not tied to particular life stages, indicating a broader cultural shift in how people think about wellness.”
What happens next: Skincare treatments are booming. YouGov found that 18% of aging preventers said skincare treatments have the greatest impact on aging, compared with 5% of maintainers and 3% of those who are indifferent. Interest is also expanding beyond traditional products. Cosmetic procedures such as Botox have high awareness, but so do at-home options like LED light therapy masks as consumers look for convenient ways to prevent aging. The next phase of the market is likely to center on personalization and prevention, with brands focusing on products and services that fit easily into daily routines rather than promising dramatic transformations.
