Male Grooming Research in Conjunction with The Grocer – November 2016 Tania Page Interim Sector Head +44 (0)161 242 1372 [email protected]
Male GroomingResearch in Conjunction with The Grocer – November 2016
Tania Page
Interim Sector Head
+44 (0)161 242 1372
A quarter of males (26%) use female grooming productsSo why are these men borrowing female grooming products? Can they not be bothered to buy their own products so just
use whatever is in the bathroom? Or are female products delivering better benefits than male products……..?
Those who are aged 25-34 are significantly more likely than any other age group to use female grooming products
Q1 Do you/your partner ever use female grooming products? (Base: You 2033/ Your partner 1358)
Use female grooming
products themselves
59%
Partner uses female
grooming products
42%37%
22%
Regularly Occasionally Never
90%26%
25%
16%
20%64%
One fifth of females use male grooming productsWe see a similar pattern when it comes to men’s products with 20% of women using them. Again the question arises as to
whether certain men’s products are perceived to be better than the female equivalent. Toiletry brands should be understanding
this more to identify unmet needs in the market.
Q2 Do you/your partner ever use male grooming products? (Base: You 2033/ Your partner 1473)
Use male grooming
products themselves
51%
Partner uses male
grooming products
44%
Regularly Occasionally
25%
26%
Never
25%
19%
20%83% 68%19%
12%
23%
17%
26% 13%
17%
10%
12%
11%
8%
6%
6%
MalesFemales
Women’s Grooming Products
29%Of males
spend
between
£0 and
£10 each
month on
female
grooming
products
When it comes to spend on men’s grooming products, men are more likely to spend £10-
£20 per month than women
For women’s grooming products, women are more likely to spend £15+ per month (26%)
than men are on male products (17%) highlighting the strength of the premium beauty
market for women
Q3 How much on average do you/your partner spend on men’s and / or women’s grooming products each month? Base: 2033
30%27%
23%24%
16%
11%
9%
6%
4%
4%
4%
1%
MalesFemales
Men’s Grooming Products
£30+
£20-£29.99
£15-£19.99
£10-£14.99
£5-£9.99
£0 - £4.9953%
Of males
spend
less than
£10 each
month on
male
grooming
products
Average monthly household spend on grooming products
= Significantly more
likely than opposite
gender
4 in 10 men still don’t use facial moisturiser and 17% don’t use a fragrance
Women are significantly more likely than men to use all grooming products (except mouthwash)
The vast majority of males use shampoo, and seven in ten even use conditioner.
Six in ten men use facial and body moisturiser highlighting the market opportunity to grow this sector
Q4 How often do you use each of these grooming products? Base: 2,033
99% 99%93%
86%
96%92% 92%
87%
31%
95% 95%83% 82%
69%
59%55% 54%
14%
Deodrant Shampoo Fragrance Mouthwash Conditioner Facemoisturiser
Bodymoisturiser
Hair stylingproducts
Fake tan
Females
Males
Grooming products ever used
1%2% 3%6%
7%
9%
28%23%
56%54%
5%6%
FemalesMales
Twice a day
Every day
Every two days
Every three days
Once a week
Less often thanonce a week
Only six in ten men or women shower or bathe daily
Q5 How often do you/your partner take a shower or bath? (Base: You 2033/ Your partner 1576)
Frequency of own bathing/showering Frequency of partner‘s bathing/showering
Women are significantly more likely than men to shower every two days
Men are significantly more likely than women to shower or bathe once a week and less often than that
1% 3%3%
8%6%
21%17%
44%42%
3%6%
FemalesMales
17%Of men
shower less
often than
every 2 days
3% 1%1%
3%
22%
29%
70%
57%
6%6%
FemalesMales
After every meal
Twice a day
Every day
Every two days
Every three days
Once a week
Less often thanonce a week
1%1%1%1%2%
21%17%
52%48%
4%6%
FemalesMales
Frequency of partner‘s teeth brushing
Q6 How often do you/your partner brush your teeth? (Base: You 2033/ Your partner 1561)
Women are significantly more likely than men to brush their teeth twice a day.
Those aged 16-24 are significantly more likely than other age groups to brush their teeth every two days.
One third of men clean their teeth less often than twice a day,
compared to a quarter of females
Frequency of own teeth brushing
Just two thirds of men agree that it is just as important for men
to take care of themselves as women
Q7 How much do you agree with these statements about personal care? Base: 2,033
43%
41%
22%
17%
9%
8%
5%
43%
40%
33%
37%
28%
22%
23%
14%
19%
45%
47%
63%
70%
72%
Real men have beards/facial hair
Real men don't shave/remove body hair
Beards/facial hair are old hat; I prefer clean shaven
Real men don't use fake tan
Men are paying more attention to their hair & skincare
Women are more under pressure than men to lookgood
It is just as important for men to take good care ofthemselves as women
Disagree Neither agree/disagree Agree
Attitudes to personal care (1)
Women are significantly more likely than men to agree that it is as important for men to take care of themselves as women,
that women are under more pressure than men to look good, and that men are paying more attention to their hair & skincare
Men are significantly more likely to agree that real men don’t use fake tan.
Those aged 25-34 are significantly more likely than any other age group to agree that real men have beards/facial hair.
Agree
66%
67%
59%
50%
44%
20%
15%
78%
73%
67%
43%
46%
18%
13%
Six in ten men agree that their female partner has more products in the
bathroom than they do, and that they spend longer getting ready
Q7 How much do you agree with these statements about personal care? (Base: You 2033/ Your partner 1537, 1542, 1610, 1627)
51%
40%
36%
10%
9%
36%
27%
29%
27%
25%
13%
13%
14%
39%
42%
Real men don't use moisturizer
My husband/male partner has more products than I doin the bathroom
My husband/male partner spends longer getting readythan I do
My wife/female partner spends longer getting readythan I do
My wife/female partner has more products than I do inthe bathroom
Disagree Neither agree/disagree Agree
Attitudes to personal care (2)
Men are significantly more likely to agree that real men don’t use moisturiser
Those aged 55+ are significantly more likely than any other age group to disagree that their male partner has more
products in the bathroom than they do.
Agree
61%
59%
13%
13%
16%
23%
21%
15%
13%
10%
Seven in ten UK consumers shave or remove body hair, with
over half of men shaving or removing their body hair
Q8 Do you shave/ remove your body hair? Base: 2,033
72%
Shave / remove
body hair
Women are significantly more likely than men to shave/ remove body hair, with nine in ten
females choosing to shave or remove body hair.
Those aged 16-24 and 25-34 are significantly more likely to shave/ remove body hair
20%
53% 89%
1%
1%
1%
2%
2%
2%
2%
2%
3%
3%
5%
5%
8%
8%
8%
9%
10%
11%
16%
18%
35%
47%
65%
69%
Back
Nipples
Chest
Hands/fingers
Backside
Stomach
Feet/ Toes
Arms
Eyebrows
Groin/bikini
Legs
Under arms
At least every day At least every week
4%
3%
5%
4%
4%
5%
4%
5%
4%
4%
3%
3%
18%
19%
18%
19%
19%
19%
22%
22%
23%
25%
26%
32%
Feet/ Toes
Hands/fingers
Arms
Back
Legs
Backside
Nipples
Stomach
Chest
Eyebrows
Under arms
Groin/bikini
At least every day At least every week
Men shave/ remove hair most often from their groin
Q9 How often do you shave/ remove your body
hair in each of these areas? Base: 1,455
Men significantly more likely
than women to remove hair
Women significantly more likely
than men to remove hair
Men are significantly more likely than women to remove hair from their chest, stomach, nipples, backside, arms, back, hands/
fingers and feet/toes
Women are significantly more likely than men to remove hair from under arms, legs, groin and eyebrows, and remove hair from
their legs and under arms most often.
Those aged 55+ are significantly more likely than any other age group to remove leg and under arm hair less than once a week.
Those aged 16-24 and 25-34 are significantly more likely than any other age group to remove hair from the groin/bikini area at
least every week.
Key Take Outs…• Sharing Grooming Products : a quarter of men use female grooming products
whilst one fifth of females are using male grooming products.
• This high level of product sharing may indicate that some products are perceived
as better – maybe women using male shaving products or men using female facial
skincare products. Brands need to understand this pattern to identify unmet needs
in the market.
• Spend : A quarter of women are more likely to spend £15+ per month on female
grooming products, whereas only 17% of men spend this amount on male
products.
• This highlights the strength of the premium beauty market for women, and
presents a sizeable opportunity for the continued development of both male and
female premium grooming products in the market.
• Products : 4 in 10 men still don’t use facial moisturiser and 17% don’t use a
fragrance
• This presents a real market opportunity to develop these sectors further
• Attitudes : Just two thirds of men agree that it is just as important for men to take
care of themselves as women, and men are more likely to agree that real men
don’t use fake tan and moisturiser.
• Whilst men are increasingly paying more attention to personal grooming, there is
still a sizeable portion of men who judge grooming as a feminine area. Still plenty
to be done is making this category more acceptable to ALL MEN.
• Behaviours : Over half of men shave or remove their body hair
• Brands should look to capitalise on consumers’ desire to remove or trim hair from
a number of different areas of their body by offering specialist and multi purpose
grooming tools. This is an area for both men and women.
AppendixApproach & Demographics
Approach and Panel
We conducted an online omnibus survey with 2,033 adults aged 16+ across England,
Scotland, and Wales between 20th June and 24th June 2016
The survey took place using the Harris Interactive online panel,
.....the Harris Interactive Global Omnibus.
The Harris Interactive Global Omnibus consists of members of the general public who
have opted in and voluntarily agreed to participate in online research studies. Through
careful recruitment and management, we are able to rapidly survey large numbers of
the general population and accurately represent the views of the nation.
Omnibus Audience
A representative Sample
The results of the study were weighted to best reflect the size and shape of the population
of the UK
This means that the results in this report reflect an audience that is as true as possible of
the population with the same age, gender and regional profile. The audience profile is
detailed below.
Of course not everyone in GB has internet access, but online panel research results are
considered to be extremely accurate. In fact, according to the British Polling Council, Harris
Interactive was the most accurate online polling company during the UK elections in 2010: http://www.britishpollingcouncil.org/press100508.html
48% 52%
12%
17%
19%17%
35%16 - 24
25 - 34
35 - 44
45 - 54
55+
12%
9%
4%
9%
9%17%
9%
5%
14%
12%
For further information about this study,
please contact:
Umair Afridi | Business Development Manager| [email protected]
07817 079766| 020 8832 1642