Attitudes to ageing: One in three Britons say preventing the signs of ageing is important

Anti-ageing in Great Britain is less about actively reversing the signs of ageing and more about maintaining appearance through everyday habits.

Data from YouGov’s latest report shows that shows that 34% of Britons say it is important to prevent the signs of ageing. By comparison, just 6% say they actively try to slow or reverse the signs of ageing. Anti-ageing in Great Britain is less about actively reversing the signs of ageing and more about maintaining appearance through everyday habits. A further 29% take a neutral, maintenance-led approach, highlighting a market where engagement exists but intensity remains relatively low.

Engagement is widespread, but intensity is low

Most Britons are not strongly driven by anti-ageing, but many still participate.

Over a third of indifferent consumers (36%) report spending something each month on skincare, supplements or anti-ageing products.

Spending is still led by the most engaged group. Among ageing preventers, 27% spend £25 or more per month, compared to 8% of maintainers and 3% of indifferent consumers.

Across all groups, ageing is most commonly approached through lifestyle, with diet, exercise and sleep seen as the most important factors. Routine skincare plays a central role, while more advanced treatments remain niche.

Explore the full Great Britain anti-ageing report 2026 to understand:

• How different consumer groups approach ageing.
• Where spending and intent are concentrated.
• Which treatments are gaining traction, and which remain niche.
• How brands can position products across levels of engagement.