This is a man’s world and he’s not changing
The male perception of grooming may not be as advanced as once thought according to a new survey by market intelligence provider Key Note. Men’s Toiletries & Fragrances discovered that despite efforts to label the male grooming phenomenon, it is widely recognised that changes in this sector have been subtle and changing the grooming habits of men is not particularly easy.
The male perception of grooming may not be as advanced as once thought according to a new survey by market intelligence provider Key Note. Men’s Toiletries & Fragrances discovered that despite efforts to label the male grooming phenomenon, it is widely recognised that changes in this sector have been subtle and changing the grooming habits of men is not particularly easy.
According to the survey, men’s grooming peaked in 2005 but growth has slowed ever since. The period 2003 – 2007 did see steady growth however, and Key Note has underlined the importance of the men’s magazine market in this period.
Research for the report revealed that 60.4% of men interviewed took full responsibility for shopping for toiletries for their own personal use, but 48.4% viewed shopping as a chore rather than a pleasure. In addition 22.7% of those surveyed said on most occasions, they left both the shopping and decision of which products to buy to someone else in their household, with 14.8% admitting to getting someone else to do their shopping for them.
The report also highlighted the extent to which men were influenced in their choice of toiletries by their partner, with 38.9% of men who were married/living as married claiming they have never shopped for toiletries.