Young people in the UK are willing to spend more fighting wrinkles - on average �71 a year - compared to Germans who will spend �55 this year, and Italy where concerned twenty-somethings will shell out �24.

Market analyst Datamonitor says retailers are increasingly looking for ways to exploit the key age obsessed market, pushing more food and personal care products at twenty-something and middle-aged consumers.

Are you afraid of getting old? Are you willing to spend big to keep your looks? Or are you proud of your wrinkles?

People are willing to spend a fortune in order to look younger but are unwilling to put in any investment in time and effort. A healthy diet and regular exercise will not only keep you looking young on the outside but also feeling younger on the inside.
Lyndon Gee, England

Learn to enjoy what you have

Derek Still, Australia/UK

Learn to enjoy what you have. Go to the seashore at midnight in a full moon and be the only person in the history [or the future] of this planet to see a particular wave break on the shore. That's good enough luck for me. And when its time to go, its easy to accept it, simply because there isn't any other option. But the really important thing is to enjoy the trip while you are alive. As for looks, well if you've got it flaunt it, if you haven't, tough. I can say this because I haven't got good looks, and I've never found it a handicap, I've been a husband and father. I've loved and been loved regardless. Looks really are only skin deep.
Derek Still, Australia/UK

I lived and worked in Greece for five months this year and was impressed by the way that age did not seem to matter in the social spectre of the average Greek's life. I found it very refreshing to see people of all ages out together and the respect that the young had for their parents etc. I think the reason why we are so obsessed with retaining our youthfulness in the UK is because age is such an important social demarcator in our society. One that perhaps doesn't matter so much in more traditional European societies.
Racey, UK

British young are compared unfavourably with Germans because they are said to spend �71 on anti-wrinkle preparations as compared with the German �55. The difference is, however probably just another British rip-off as in the case of cars.
J Westerman, UK

I currently look younger than my age, but at some point it is going to catch up with me, despite regular exercise and looking after myself. The problem is that there's so much media/peer pressure to remain young looking these days. It's alright for those with money as they have tucks, lifts, suction, or personal trainers to stay young and look fit. The majority of us are just try to grow old gracefully!
Sanchia, UK

Our whole society has become obsessed with how people look rather than how they act

Susan, UK/USA

I recently went to a high school gathering with friends from 40 years ago. Some had not changed at all, hardly even seemed any greyer, or fatter. But those of us whose outside wrapper had been victimised by crinkles, wrinkles and girth were made to feel that we'd somehow disappointed the others. How sad, since my observation was that most had much the same attitudes. Our whole society has become obsessed with how people look rather than how they act. The latter is far more important to my mind.
Susan, UK/USA

I have a good idea about these age-fighting products. I'm 42 and might look 26 or 30. I don't use any special products besides listening to good Brazilian music and eating healthily. I don't care about getting old and I face life with fun and look for meaningful activities.
Edward, Brazil

I'm 46 and work in a field which is highly competitive - there's always someone younger and more talented wanting your job. I can't do much on the talent side, but I have botox regularly. It wiped about five years off my face. Being a toxin, I don't like having it injected, and worry about what it might be doing to my kidneys, but the results have been too compelling for me to give it up!
Anon, Sydney, Australia

People can spend all they like on externals; it doesn't change the fact they are growing older every day. It will be interesting to see what the skins of those who use high-powered treatments will look in 20 years. After all, tanning was once thought beneficial to skin.
Arri London, EU/US

The corporations have finally got us where they want us

Julius, UK

What a sad state of affairs. After 50 years of ever more subtle advertising, the corporations have finally got us where they want us. The lie that ageing and beauty are incompatible has been repeated until we've absorbed it into our cultural values. The only defence against this cultural onslaught I've heard is an old prayer: "Grant me the courage to challenge what is wrong in the world, and the wisdom to accept what can't." And what can be more inevitable than getting old?
Julius, UK

This is a really funny subject. I remember looking at my friends and noticing those with long hair and a liking for heavy metal were all going bald. The ones with the teenage drink habit had the biggest bellies. Those with more than three kids looked 10 years older. Those that worshipped the sun in Spain had skin shrivelled like a prune and the ones that never walked again, once they could drive were all overweight! And that's just the women! No product in a bottle can take personal abuse out of your body!
Dave, Kent UK

If the euthanasia laws were changed in this country, those now fearing debilitating illnesses in their old age would instead be able to look forward to whatever time remains to them to be spent in good health.
Ian, UK

I would rather have my wrinkles than walk about looking like a doll who has had its face stretched behind its ears

Jean, England

I am 55, and I really like being this age, except for a few aches and pains. I much prefer my brain at this age and wish I had this type of thinking when I was younger. Nothing you can do will keep away wrinkles. I would rather have my wrinkles than walk about looking like a doll who has had its face stretched behind its ears - and can hardly speak because the skin is too tight. Awful. Be happy! That's the key.
Jean, England

I am 45 and using rosehip oil - fantastic for staying young.
Sarah, UK

I'd still like to know why it is that when men get old they become distinguished and when women get older they just get old! Until we change that perception, women will always be paranoid about wrinkles.
Bex, UK

I'm very afraid of being old. Why? Because every day I am reminded of how badly our elderly are treated. Probably the most vulnerable section of our society is treated with no respect, no love and no compassion. What is there to actually look forward to if this is our fate?
Rog C, UK

Getting old is no big deal. I'm 65 and feel fine and don't look too bad. However, I hate the fact that older people are ignored and largely marginalised by the media and advertisers. If I had the dosh, I'd have everything lifted, tucked and sucked away!
Janet Turner, England

Growing old is mandatory. Growing up is optional.
Ted Treen, UK

I am old and fat, and I wouldn't swap with anyone

Alan, Poland

I am old! I lead a full life. I travel, I run a small successful business and I write novels and short stories as a hobby. I've been to most places in the world. I am fat, I just ride a bike now and then. Frankly I wouldn't swap with anyone I know that I will die some day and no amount of face lifts, creams and dieting will prevent that moment. So why bother to try and look younger? It's like buying a new car just to impress the neighbours when your old car is working well. I feel sorry for those who believe that their success is based on being young. Forget it and get a life.
Alan, Poland

I turned 30 this year. I have never bought a face cream in my life and look about 24 to 26 years old. Personally I use rose water on my skin and I exfoliate twice a week. That is it. I believe that if you enjoy your life, have fun and have something to smile about then your face will reflect it.
Mel, London, UK

Thirty IS young, Mel. When I was 30, I looked about 18. I wonder what you will think of your rosewater treatment when you reach 50.
Phoebe, UK

I absolutely do want to get old, as I don't want to die young, and I only hope I will be able to deal with looking old! I know that much of my self esteem, as a 22-year-old, depends on my appearance. I feel good partly because I think I look good. At 22, with no responsibilities, it is natural that appearance should be important. But I think that, as I get older, other things, like a husband, children and my career will move my focus. Having said that, I already use face creams to prevent ageing, and am glad to have thick hair which won't go wispy as I get older. And if I could take a pill that would keep me looking 22 for the rest of my life, I would!
Jenny, UK

I am not afraid of growing old. People who spend money vainly trying to fight the inevitable have more money than brains. It is time that the growing legion of grey panthers fought back against the tyranny of youth and its shallow obsession with appearance and celebrity.
Chris Klein, UK

I am 40 and pregnant. I feel fitter and healthier than I did 10 years ago. I don't fear old age or wrinkles, however I would not like to lose my health, hence I try to look after my body whilst enjoying life.
Caron, England

I'm afraid of growing old in a country with a failing health service and an increasing average age, where my state pension contributions will probably amount to nothing in 30 years time, private pension companies are hardly to be trusted and where private nursing care is so extortionate as to be totally out of reach to the average man in the street.
David Howe, UK

The alternative, of not reaching 40 is infinitely worse

Mike, UK

There is no point in being afraid of growing old, as it isn't really age, but death that terrifies. As someone once said about reaching 40, 'the alternative, of not reaching 40 is infinitely worse'.
Mike, UK

I cannot understand those people who cannot accept that growing old is as much a part of life as death. I also cannot understand anyone wanting to live a long life, but be in pain. I would rather die with dignity at 50 than hang on as my Nan did until I'm 80-odd, practically being able to set up my own chemist.
Sandy, UK

The only reason people are stressed out about getting old are questions like these and programmes on TV!
James, UK

Fear or no fear, old age will come unless you die before age catches up. Best to live and appreciate life at every stage. Nothing to be afraid of. It's usually the negative reactions of society or lack of a supportive family that bring fear of the later years.
Toni O, UK

Playing bingo all day sounds very appealing

Emma, UK

No, absolutely not. Getting old is a part of life which can't be avoided. Why stress about it? It's going to happen whether you like it or not. I'm only 23 and even now I sometimes wonder what I'll be doing when I retire, will I have lots of grandchildren etc. Moving away somewhere peaceful and warm and playing bingo all day sounds very appealing to me.
Emma, UK

Yes. I'm not afraid of dying, and I'm not even particularly afraid of pain and illness. But the thought of being old and helpless terrifies me more than I care to think about. Alzheimer's, Parkinson's, degenerative muscle or neurone diseases, but most of all, I'm afraid of the physically debilitating conditions which could leave me sitting there, unable to do anything for myself, all the time aware of what I am and what I used to be. I'm 25 by the way. I don't want to get any older.
Paul, UK

I am in my early 40s. Having been forced out of a final salary pension scheme into a money purchase scheme I now find that the pension I will get when retire will not be enough to keep me off state benefits. I am terrified of getting old, particularly of being forced to retire and being plunged into a life of poverty until I die.
Andy, UK

Yes, everybody is afraid of getting old, especially women. But the most important thing is to feel young at heart and keep young by doing exercises and eating healthy food.
Jenny Zhu, China

I am much more afraid of dying too young, which is the only other alternative!
Shaun Hollingworth, UK

The problem is that marketing and advertising monkeys around the world are making their models skinnier and younger. TV presenters are getting to the point where they will have to retire by the time they are 21.
Vish, UK