One in three Americans are ‘aging preventers’ - actively trying to slow or prevent aging

One in three Americans are actively trying to slow or prevent the signs of aging.

Data from YouGov’s latest report shows that 35% of U.S. adults fall into the category of “aging preventers” those who say it is important to prevent the signs of aging.

While this is the largest segment, it sits alongside 28% who take a more neutral, maintenance-led approach, and 31% who are largely indifferent to anti-aging altogether.

Aging preventers drive engagement and spend

This group is not just attitudinally distinct. It is also the most commercially engaged.

Around one in five aging preventers (19%) spend more than $50 per month on skincare, supplements or anti-aging products compared to just 5% of maintainers and 2% of indifferent consumers. This highlights how spending is heavily concentrated among the most engaged consumers.

Preventers are also more open to a wider range of solutions, from routine skincare to emerging formats, making them a key audience for brands looking to drive trial and adoption.

A gateway to broader adoption

Despite high awareness of many anti-aging treatments, usage remains limited beyond everyday formats such as skincare. For example, while around 62% of Americans have heard of Botox, only 3% say they have used it. Routine anti-aging skincare shows a smaller gap (49% awareness vs. 20% usage), while LED masks are known by 35% but used by just 3%.

This shows that adoption is concentrated in a small number of accessible formats, with more advanced or in-office treatments remaining niche.

Understanding this group is key to unlocking growth in the category.

Explore the full U.S. Anti-Aging Report 2026 to understand:

• Who aging preventers are and what drives their behaviour
• How spending and intent differ across consumer segments
• Which treatments are gaining traction, and which remain niche
• How brands can position products across different levels of engagement