A youthful, wrinkle-free life will not only be promised by creams and potions but also by what we consume

Andrew Russell, Datamonitor

According to market analyst Datamonitor, retailers and manufacturers are increasingly finding ways to cash-in on the search for eternal youth.

This "age-driven" spending already makes up a significant proportion of all consumer goods spending.

In Europe, the market is now worth 29bn euros (�18bn), with UK consumers spending the most.

Ready meals

According to Datamonitor, people are becoming so obsessed with ageing that a growing number of 35 to 49 year olds are already dreading the prospect of old age.

The boom in age-related worries means people are abandoning old routines and increasingly thinking about adopting healthier lifestyles.

Food and personal care are two areas which will thrive in an increasingly age-obsessed age, the report said.

Datamonitor expects consumers will turn away from ready meals and other convenience foods to buy more raw ingredients instead.

The personal care market will benefit most from fear of ageing, as consumers aim to take better care of themselves and make themselves look as attractive as possible.

For both twenty-somethings and middle-aged people, financial insecurity is a major concern, said Datamonitor.

Andrew Russell, Datamonitor consumer markets analyst, said: "Currently, fear of ageing is the single most important marketing angle of personal care.

"While a lot of food and drink marketing at present centres on health benefits, the link between health and staying young will be more emphasised in future so that a youthful, wrinkle-free life will not only be promised by creams and potions but also by what we consume."