Men care more about looks but are skipping ‘for men’ products, survey finds

A recent survey by NielsenIQ has revealed changing attitudes among men regarding appearance and aging, while sales data shows potential opportunities for beauty brands targeting both genders. According to the findings, 36% of men now consider looking their best, which includes beauty and skincare, to be more important than it did five years ago. Additionally, 54% of men say that aging well has become more important in the same time frame.

Despite this growing interest, male-targeted skincare products have remained stagnant in sales over the past year. In 10 Western European markets, skincare targeted for all genders experienced a 7% increase in sales value compared to male-focused skincare, which saw no growth. This suggests that brands should consider a broader approach to understanding men's needs, shopping habits, and product preferences.

The research, titled "The Permission Gap: The Global State of Male Beauty," delves into how social expectations, generational differences, and purchasing behavior are influencing men's engagement with beauty products across markets and categories. Some key insights from the report include:

* Attitudes toward appearance and aging differ significantly across markets: Men in India (69%), Mexico (63%), the UAE (57%), and Brazil (51%) express a stronger interest in looking their best compared to men in countries such as the U.S. (37%), the UK (22%), and Germany (17%).

* Younger generations associate appearance with individuality: 42% of Millennial men and 40% of Gen Z men believe their individuality is reflected in how they look and what they purchase, compared to 28% of Baby Boomers.

* Men are already investing in certain categories: Men account for roughly 51% of online fragrance spending across the UK, France, Spain, Italy, and Germany. Shaving and fragrance are the only personal care categories where male buyers outspend female buyers on average. In the US, Canada, and Australia, men also spend more on shaving and fragrance than women.

* Skincare growth is not limited to men's products: Across 10 Western European markets, all-gender skincare grew by 7% in value year over year, while male-targeted skincare remained flat. On a global scale, beauty and personal care sales grew by 7%, while brands explicitly targeting men experienced a 3% increase. Fragrance is a well-established area of spending, whereas online skincare data indicates that men are purchasing products from brands emphasizing ingredients, benefits, and formulations like dermocosmetics and K-beauty.

NielsenIQ's report emphasizes that men's growing interest in appearance and their existing spending habits across various beauty categories present an opportunity for brands. Instead of solely focusing on products labeled "for men," brands should delve deeper into understanding the underlying needs of their customers and identify opportunities beyond traditional product categories.

Tara James Taylor, SVP of Global Beauty and Personal Care Vertical at NielsenIQ, commented on the findings: "Men's interest in looking their best is growing, and their purchases already span across beauty categories. The real opportunity for brands lies in understanding the reasons behind their purchases and recognizing the potential for growth beyond traditional 'for men' products."