Skin care remains the category leader in today's beauty market. Specific needs, primarily anti-aging, skin nourishing, and revitalizing, as well as newly strong multinational players, have combined to strengthen this segment of the beauty and personal care industry. Western markets, as well as China and the Thai market, have continued to show increased demand for anti-aging skincare, efficacious ingredients, and results oriented technologies. Hard science, new actives, and educational imperatives have also surrounded skincare, while doctor's endorsements, and plant and marine actives has been on the rise. The demand for anti-aging products in the US is being driven by an aging US population; with the number of individual consumers over the age of 50 set to rise by more than 10 million between 2009 and 2014. Additionally, says Euromonitor, there has been strong growth in the German market for skin nourishers and anti-agers, as well as sales increases in men's personal care products, and younger women's purchases, as anti-aging purchases have been prioritized.