Male GroomingResearch in Conjunction with The Grocer – November 2016

Tania Page

Interim Sector Head

+44 (0)161 242 1372

tpage@harrisinteractive.co.uk

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| uafridi@harrisinteractive.co.uk

07817 079766| 020 8832 1642