Key Features and BenefitsThe value and volume of key age groups and their consumption habits in 10 core countries is quantified through a unique integration of survey and market data, which This allows the impact of consumer trends to be compared by age group, showing where hotspots to target exist and exactly which trends are most important to target. Concise case studies show how leading brands and retailers are effectively targeting key consumer trends and consumption behaviors. Key Market Issues As consumer awareness of the causes and effects of aging increases, there's a shift in behavior from seeking "curative" solutions to "preventative" anti-aging, which safeguards against the aging process in the first place. This extends the anti-aging concept to include young consumers and vastly increases the number of people who might consider using these products, and creates lifelong consumers of anti-aging products. The Russian population is in decline; the country will have 3.5 million fewer people in 2016 than it did in 2011. Despite this, the value of Health and Beauty markets in Russia will still record a CAGR of 10.8% during 2011-2016 as the economy grows and modern retail formats continue to expand. Health and Beauty marketers in Russia can survive this decline in the country's population, but they must be able to effectively target the leading trends and consumer groups to gain full value from the market. A restricted disposable income means consumers want better value for money. While this often means they will trade down or limit their consumption, increased awareness of the relationship between a product's price and its quality means consumers are, occasionally, also prepared to spend more for less volume if the quality of the product is worth it. Older Young Adults are the youngest age group to consistently display this behavior.