As America’s 78 million baby boomers become increasingly unsettled about looking and feeling old there is an opportunity for marketers to take advantage of a new anti-ageing market, according to a recently published research brief available from FIND/SVP. The research brief, titled, ‘Opportunities in the $45 Billion Anti-Ageing Market: How to Win in the Fight to Stay Young,’ describes the scope of this growing demographic category and the opportunities that exist for the marketing of related products. FIND/SVP estimates that sales of anti-aging products and services in 2002 totaled more than $42.7 billion and could increase by as much as 50 percent over the next five years. The potential for this anti-aging market is emphasized by the rapid growth in the number of baby boomers, ‘Between 1995 and 2010, the 45+ age bracket will have grown 38 percent, while the general population will have only grown 13 percent,’ according to Howard Waxman, FIND/SVP consumer products and services expert and author of the research brief. The brief analyses the scope of the market for five anti-aging categories, including cosmetic treatments and surgery, exercise and therapy, food and beverages, vitamins, minerals and supplements, and cosmetics and cosmeceuticals. For example, cosmetic treatments such
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