Consumers 40+: Age Advances, but Desires Don’t Age

One example comes from South Korea. Hyundai Home Shopping developed Coasis, a beauty concept store targeting consumers aged 30 to 60. In its first store, the concept was realized through a selection of skincare products focused on skin concerns such as pigmentation, wrinkles, and elasticity.

The initial response was quite promising. Citing Edaily (2025), women aged 30 to 40 accounted for around 70% of Coasis customers in the first week after opening.

Coasis has since expanded its reach. In September 2026, Hyundai Home Shopping opened its fifth store with additional categories: health supplements, wellness, home spa, functional hair care, aesthetics, and perfume. The four previous stores were also reported to have recorded sales more than 50% above target. Hyundai plans to increase the number of exclusive Coasis products from around 40 to 60 (Hyundai Home Shopping, 2026).

Of course, Korean consumers’ responses cannot be taken as a direct picture of the behavior of 40+ consumers in Indonesia. Nevertheless, Coasis offers an example of how the industry can serve more mature consumers through specific product and category choices. Their needs do not stop at health or at addressing the signs of aging.

So, are there similar signs in Indonesia?

One clue comes from the MEN/O/LOGY Index 2024, compiled by ZAP together with MarkPlus based on a survey of 1,500 men aged 15 to 55. According to Fortune Indonesia, 72% of Gen X men have had treatments at a beauty clinic. This figure is higher than the proportion of Gen Z men, at 63.6% (Fortune Indonesia, 2024).

These data cover only men and do not separate out consumers aged 40 and above specifically. Even so, the findings show that beauty care is also part of the experience of more mature consumers.

Concern about aging is also visible in Indonesian consumer data. In the Anti-ageing Report 2026, 77% of Indonesian respondents considered preventing the signs of aging important. This figure is higher than the share of global respondents, at 48% (GoodStats, 2026a).

This concern is also reflected in spending. 31% of respondents spend more than Rp500,000 per month on anti-aging products or treatments, while another 25% spend between Rp250,000 and Rp500,000 (GoodStats, 2026b).

However, an interest in anti-aging does not necessarily mean that everyone wants to look young for as long as possible. When asked how they want to age, respondents’ preferences turned out to be varied.

30% want to age naturally, while 38% want to age elegantly while still maintaining their appearance (GoodStats, 2026a).

This difference shapes how we understand beauty needs. Someone who wants to age naturally may still want to look well-groomed. Likewise, maintaining one’s appearance does not always mean trying to eliminate every sign of aging.

Interest in anti-aging also emerges well before consumers reach the age of 40. Nearly half of Gen Z and millennial respondents, 49% each, have tried anti-aging products or treatments (Marketing-Interactive, 2026).

Thus, anti-aging is not a need that only emerges at a mature age. For 40+ consumers, the more relevant question is what they want to preserve as they age, both in their appearance and in how they feel about themselves.

Beauty and How Consumers Define Themselves

A global picture from McKinsey helps broaden this perspective. A consumer survey conducted in February 2025 across 13 markets shows that more than half of respondents associate beauty with self-confidence. The next associations include self-love and caring for body and mind. Meanwhile, only around 26% define it as the desire to look young for as long as possible (McKinsey & Company, 2026).

The survey did not include Indonesia and does not specifically represent 40+ consumers. Even so, its findings provide context for understanding that the meaning of beauty can go beyond the question of age.

Taking care of oneself can mean adjusting routines to bodily changes, feeling comfortable with one’s appearance, maintaining self-confidence, or still being able to express oneself in ways one likes. For some people, the goal may be to reduce signs of aging. For others, feeling healthy and well-groomed is enough.

Age does change physical condition, but it does not automatically determine what a person wants from their appearance.

For brands, the diversity of these needs matters in determining how to build segmentation. If 40+ consumers are grouped by age alone, brands risk assuming that they need health products more, worry more about aging, or prefer functional products.

The available findings show a more varied picture. The ZAP and MarkPlus data show Gen X men’s involvement in beauty care. The GoodStats data show both the high level of concern about aging and the differences in preferences for how to approach it. Meanwhile, Coasis offers an example of how the needs of more mature consumers can be translated into product curation and a retail experience.

These three findings cannot be combined into a single figure representing all 40+ consumers. Their age ranges, countries, years, and methodologies each differ. However, when read together, they show why age alone is not enough to explain consumer needs.

Two 45-year-olds, for example, can have very different beauty needs. Skin condition, life stage, self-care habits, purchasing power, and the reasons they want to look and feel a certain way can all influence product choices.

For this reason, the opportunity for brands lies in understanding the needs that arise across the various situations of consumers’ lives. The “40+” label can help define an initial target, but product development and communication still need to consider what each group within it is looking for.

This broader way of reading 40+ consumers carries several implications for brands.

1. Don’t Stop at the 40+ Label

More than 100 million Indonesians belong to the 40+ age group in 2026. This number encompasses consumers with highly diverse needs.

Age can help brands identify a target group, but their motivations need to be understood further. What do consumers want to preserve, care for, or change? The answer can differ, even among people of the same age.

2. Broaden the Conversation About Aging

The high level of concern about aging shows that anti-aging still has room in the market. However, the 38% of respondents who want to age elegantly while maintaining their appearance indicate a preference that is not entirely centered on looking younger.

Brands can also highlight self-confidence, comfort, self-care, and the desire to remain comfortable with one’s appearance as one ages.

3. Build Propositions Based on Needs

Coasis shows how the needs of more mature consumers can be translated into more specific category, product, and retail experience choices.

For brands in Indonesia, the relevant approach is not simply to imitate this concept or launch a product line labeled 40+. What needs to be explored is the consumer need the brand intends to address, and then to translate it into an appropriate proposition.

The Desires Remain; It’s the Needs That Change

40+ consumers are often discussed in relation to various preparations for the future, from health and family to financial security and retirement. Yet their lives also encompass everyday needs: taking care of themselves, paying attention to their appearance, and feeling comfortable with themselves.

In the context of beauty, advancing age can change skin condition, care routines, and the reasons a person chooses a product. However, the desire to feel confident and to take care of oneself can remain an important part of their lives.

For brands that want to understand these 109.7 million consumers, the question of age needs to be followed by more specific questions: what do they want to take care of, how do they want to go through the changes that come with age, and what are they looking for in the products they use?

References

Badan Pusat Statistik. (2026). Jumlah penduduk menurut kelompok umur dan jenis kelamin, 2026 [Population by age group and sex, 2026] [Statistical table]. Accessed 8 October 2026, from https://www.bps.go.id/id/statistics-table/3/WVc0MGEyMXBkVFUxY25KeE9HdDZkbTQzWkVkb1p6MDkjMw%3D%3D/jumlah-penduduk-menurut-kelompok-umur-dan-jenis-kelamin.html

Edaily. (2025). [Article on the opening of Coasis and consumer response to Hyundai Home Shopping’s beauty store]. Accessed 8 October 2026, from https://tvm.edaily.co.kr/News/NewsRead?Kind=E&NewsId=01266086642401144

Fortune Indonesia. (2024). MEN/O/LOGY Index 2024 ungkap pria Gen X sering ke klinik kecantikan [MEN/O/LOGY Index 2024 reveals Gen X men often visit beauty clinics]. Accessed 8 October 2026, from https://www.fortuneidn.com/luxury/men-o-logy-index-2024-ungkap-pria-gen-x-sering-ke-klinik-kecantikan-00-4vfn9-tqkjfc

GoodStats. (2026a). Indonesia pimpin daftar negara paling aktif cegah penuaan pada 2026 [Indonesia leads the list of countries most active in preventing aging in 2026]. Accessed 8 October 2026, from https://data.goodstats.id/statistic/indonesia-pimpin-daftar-negara-paling-aktif-cegah-penuaan-pada-2026-J2hx2

GoodStats. (2026b). 31% publik RI habiskan lebih dari Rp500 ribu untuk cegah penuaan [31% of Indonesians spend more than Rp500,000 to prevent aging]. Accessed 8 October 2026, from https://data.goodstats.id/statistic/31-publik-ri-habiskan-lebih-dari-rp500-ribu-untuk-cegah-penuaan-gQKMY

Hyundai Home Shopping. (2026). [Coasis opens its fifth store and expands beauty and wellness offerings]. Accessed 8 October 2026, from https://ehyundai.com/newPortal/group/GN/GNN000010_V.do?seq=1180

Marketing-Interactive. (2026). Indonesia’s anti-ageing opportunity grows as awareness outstrips behaviour: YouGov. Accessed 8 October 2026, from https://www.marketing-interactive.com/indonesia-s-anti-ageing-opportunity-grows-as-awareness-outstrips-behaviour-yougov

McKinsey & Company. (2026, 18 June). From aisle to algorithm: The beauty categories, channels, and concepts shaping 2030 growth. Accessed 8 October 2026, from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-beauty

YouGov. (2026). Forever young? Indonesia anti-ageing report 2026. Accessed 8 October 2026, from https://yougov.com/reports/54308-id-anti-aging-report-2026