Table of Contents
Overview
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- What you need to know
Executive Summary
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- The market
- The challenge of an ageing population
- Rising employment provides growth opportunities
- Social media has its benefits
- The consumer
- Most tasks are a morning affair
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- Figure 1: Daily beauty and grooming routines, December 2016
- Seasons have most impact on bathing/showering
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- Figure 2: Seasonal changes to beauty and grooming routines, December 2016
- Hair is a top priority
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- Figure 3: Daily beauty and grooming priorities, by gender, December 2016
- From 0 to groomed in 15 minutes
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- Figure 4: Time spent on maintaining/enhancing face, hair and body, December 2016
- Appearance impacts on confidence
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- Figure 5: Attitudes towards appearance, December 2016
- What we think
Issues and Insights
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- Engaging, and keeping men engaged
- The facts
- The implications
- Beauty as a de-stressing opportunity
- The facts
- The implications
The Market – What You Need to Know
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- Ageing population challenges interest
- Employment is key driver for growth
- Savvy shopping slows consumer expenditure
- Social media spurs interest in appearance
Market Drivers
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- Ageing population could be a challenge…
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- Figure 6: Trends in the age structure of the UK population, by gender, 2011-21
- …but falling birth rate could be a positive
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- Figure 7: Total fertility rate (TFR) and number of live births, England and Wales, 2009-15
- Rising employment is good news for grooming
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- Figure 8: Employment and unemployment, by gender, 2011-21
- A mild climate calls for few routine changes
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- Figure 9: Average temperature and total number of sunshine hours in the UK, 2006-16
- Consumer expenditure on BPC slows
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- Figure 10: Consumer expenditure, by sector (£billion), 2015
- Social media usage increases focus on appearance
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- Figure 11: Usage of social media platforms to view beauty content, by gender, April 2015
The Consumer – What You Need to Know
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- Most tasks completed in the morning
- Men need more engagement
- Bathing and showering most likely to change from season to season
- Hair is a top priority
- From 0 to groomed in 15 minutes
- Confidence impacted by appearance
Daily Beauty and Grooming Routines
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- Mornings are a busy affair
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- Figure 12: Daily beauty and grooming routines, December 2016
- More time in the home could shrink routines
- Getting ahead with the evening routine
- Men display more functional approach to grooming
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- Figure 13: Any conducting of beauty and grooming routines, by gender, December 2016
- Engaging the older male
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- Figure 14: Any conducting of selected beauty and grooming routines amongst males, by age, December 2016
- Young men as influencers
Seasonal Changes
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- Summer is the biggest motivator for change
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- Figure 15: Seasonal changes to beauty and grooming routines, December 2016
- Bathing routines are most likely to see seasonal changes
Daily Priorities
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- It’s all about the hair
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- Figure 16: Daily beauty and grooming priorities, by gender, December 2016
- Putting the best face forward
- The importance of scent
Time Spent on Face, Hair and Body
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- From 0 to groomed in 15 minutes
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- Figure 17: Time spent on maintaining/enhancing face, hair and body, December 2016
- Hair commands most attention
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- Figure 18: Time spent on maintaining/enhancing hair, by gender and age, December 2016
- Face is a low priority for older men
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- Figure 19: Time spent on maintaining/enhancing face, by gender and age, December 2016
- Body routines call for convenience
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- Figure 20: Time spent on maintaining/enhancing body, by gender and age, December 2016
Attitudes towards Appearance
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- Keeping up appearances
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- Figure 21: Attitudes towards appearance, December 2016
- Young adults are image-focused and insecure
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- Figure 22: Agreement with selected statements, by age, December 2016
- Keeping it ‘real’
- Young men have potential
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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