A study by Focalyst, a market research and consulting firm focused exclusively on Baby Boomers (those born between 1946 and 1964) and mature consumers (those born before 1946), reports that although Baby Boomers and mature consumers believe in aging naturally, they are planning on spending $4 billion in antiaging products in the coming year.

The study, titled “The Realities About Aging Naturally,” involved 30,000 adults over the age of 42 in the continental United States. The majority of respondents indicated that staying attractive to the opposite sex was important to them.

"We are seeing a true dichotomy between attitudes and behaviors around appearance and aging," says to 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.’”

Source: Business Wire; Aug 3