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People may say that they are content to age naturally, but expenditures on products designed or promoted to turn back the clock reveal a different reality. A study of more than 30,000 US adults over the age of 42 predicts that the anti aging products market will reach $4 billion this year.

"The Realities About Aging Naturally," was conducted by Focalyst, a market research and consulting firm that focuses exclusively on baby boomers, people born between 1946 and 1964, and, "matures," which the company defines as those born before 1946. More than two thirds of baby boomers, and more than half of matures said staying attractive to the opposite sex is important.

According to the study, 33 million baby boomers and 15 million matures are going to give nature a helping hand by purchasing anti aging products over the next 12 months. In fact, while more than 31 million boomer and mature consumers say they are proponents of aging naturally, they also plan to buy and use anti aging products.

"We are seeing a true dichotomy between attitudes and behaviors around appearance and aging," said Heather Stern, director of marketing at Focalyst. "This is particularly true among boomers, who may perceive methods of fighting aging through any means that is not surgical or invasive as still being, "natural."

The report also revealed the following characteristics among the groups studied:

• 69 percent of boomer males are concerned about staying attractive to the opposite sex, and are open to buying and using anti aging products and treatments.
• While appearance is important to all singles, 62 percent of single matures are the most interested in continuing to look young, and 79 percent are most interested in dressing well.
• When it comes to being attractive to the opposite sex, married and single boomers are a lot alike. 68 percent of the married boomers cited this as important, compared with 70 percent of single baby boomers.
• Despite the rise in cosmetic procedures, such as plastic surgery and Botox injections, just two percent of those surveyed admitted to planning for such procedures.

Focalyst is based in New York City and is a joint venture with AARP Services, Inc.

Article ID: 342