Gone are the days of the older woman blending into the background in favour of her youthful counterparts. New research from Superdrug reveals 64% of those surveyed feel more confident than they did in their 20s and with a host of high-profile celebrities embracing their age it would appear consumers' fears about ageing are focused on declining health rather than looks.

The second edition of the Superdrug #LifePlus Beauty Report shows the 65-69 age bracket are the ones blazing a trail in the confidence stakes; 80% agreed or strongly agreed that they felt more confident than in their 20s, compared to only 54% of those aged 40-44.

In the over 40s, only 28% were worried about getting wrinkles and 19% feared not being attractive any more, suggesting being comfortable in your own skin and growing old gracefully is a higher priority than retaining a youthful appearance.

Women were three times more likely to be worried about losing their memory (56%) than they were about their hair turning grey (16%) whilst nearly half (48%) feared not being able to keep active in older age.

Menopause is undoubtedly a concern of growing older, with 50% of those yet to experience it admitting to worrying about its approach, rising to 69% in the under 50s. When it comes to the symptoms playing on their minds, hot flushes not only topped the list of the biggest worry but it was also the symptom experienced most by those who were post-menopausal, with 68% saying they suffered from them.

Jo Mackie, Superdrug Director of Customer & People comments: “It may come as surprising that in the age of selfies and social media our customers’ concerns about ageing are more focused on health and cognitive decline than they are on losing their looks. The survey results show that customers are embracing positive ageing, something that’s reinforced by the fact we don’t use the term ‘anti-ageing’ in our own-brand ranges.”

“At Superdrug we’re proud to have a diverse customer range and by listening to our customers and developing ranges specifically targeted towards the changing needs of the older consumer we’re helping our customers to embrace the ageing process, not fight it.”

The research was conducted through Superdrug’s Health & Beautycard data of 1,155 women over the age of 40.