Women in the United States are more concerned with preventing outward signs of aging than their peers in Sweden and Denmark. YouGov’s 2026 anti-aging report finds that 64% of women in the U.S. identify as “aging preventers,” with 43% saying they want to “age gracefully but maintain my appearance.” Those aging preventers all cite lifestyle as the key to looking young, but they also purchase supplements at much greater rates than the general population. The report notes that 57% of Americans spend money on skincare, supplements or anti-aging products every month, with men more than twice as likely to spend nothing as women.
