Beyond Wrinkles: Indian Consumers Are Redefining Ageing Concerns

Mintel research reveals that while over 40% of Indian adults identify grey hair and wrinkles or fine lines as key signs of ageing, a growing number are redefining ageing concerns. Issues like hair fall (36%), dry skin (33%), and dull skin (30%) are now recognised as major indicators of ageing.

Consumer interest in anti-ageing products is shifting towards achieving healthier skin, with 29% of Indian adults prioritising this benefit. Pollution protection is equally important, also appealing to 29% of respondents. This indicates a growing preference for products that promote overall skin health rather than targeting specific ageing signs. Regional variations are evident, with consumers in the North (35%) and East (34%) showing a higher interest in products focusing on healthy skin compared to other regions.

The report also highlights the rise of niche claims in the anti-ageing category, such as firming and collagen enhancement, amid a global trend toward positive ageing narratives. This shift is evident in a notable 1500% increase in “slow ageing” mentions in anti-ageing facial skincare launches across the Asia-Pacific region over the past four years, according to Mintel Global New Products Database. In India, while anti-ageing claims remain prevalent in skincare, they are gradually declining. This evolution suggests a transition towards positive-ageing claims like plumping, collagen-boosting, toning, and firming, which, though still niche, are gaining traction.

Additionally, the report identifies a gap between consumer preferences and product formats available in the market. While creams (26%) and serums (19%) have dominated anti-ageing facial skincare launches in India between November 2019 and October 2024, there is a growing consumer interest in alternative formats such as facial oils and scrubs.

Twinkle Behl, Beauty and Personal Care Analyst at Mintel India shares her perspective on age management trends in India and the opportunities for brands to innovate:

Focus on longevity

“Indian adults are leaning more towards anti-ageing products that focus on keeping skin healthy, rather than ones that promise to reverse ageing signs. This shows how much a healthy skin approach resonates. Brands can tap into this by promoting skin longevity—addressing ageing at its roots on a cellular level.”

Niche ageing claims

“Over the past five years, anti-ageing claims have declined by four percentage

points, while other niche claims under the ageing category have shown limited but consistent growth. This trend demonstrates that brands in India are moving away from traditional anti-ageing claims, instead incorporating specialised ageing-related benefits to address emerging concerns among Indian adults.”

Diverse consumer segments

“While over 50% of Indian adults report visible signs of ageing, only 30% have actively taken steps to address these concerns. This presents a significant opportunity for brands to explore diverse consumer segments by understanding their behaviours, interests, and attitudes toward ageing. By focusing on education, innovative product features, and positive-ageing narratives, brands can expand their offerings and cater to evolving consumer needs.”