The Changing Role of Men: How This Is Affecting Purchasing Habits
Chapters: 7 | Tables: 21 | Publication date: Oct 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
EXECUTIVE SUMMARY
KEY DRIVERS
Summary 1 Influences on Male Purchasing Habits 2007
CONSUMER MARKET TRENDS
Chart 1 Share of Spending by Gender and Market Sector 2005
OUTLOOK
Chart 2 Forecast Global Sales of Male-Orientated Products 2006/2011
INTRODUCTION
Gender role change dates back to 1960s
New emphasis on image and wellbeing
DRIVERS
MEN'S ROLE IN THE FAMILY
Later marriage
Table 1 Average Age of Men at Marriage 2001-2006
The male homemaker
LIFESTYLES
The Metrosexual
The Ubersexual
Summary 2 Male Stereotypes
The Retrosexual
Case Study: Australasia – where Blokes are Blokes
ATTITUDES TOWARDS SPENDING
Purchasing power
Table 2 Male Annual Disposable Income Per Capita 2001/2006
Men and shopping
Case Study: Toiletries Shopping Habits of Latin American Men
Internet shopping
What men buy
Table 3 Share of Spending by Gender and Market Sector 2005
Men-only retail concepts
Case Study: The Art of Shaving
ATTITUDES TOWARDS TECHNOLOGY
Internet
Video games
Virtual worlds
ATTITUDES TOWARDS FASHION
Clothing
Jewellery
THE INFLUENCE OF THE MEDIA
Media consumption
Table 4 Time Spent on Media Activities in North America 2005
Men's magazines
Table 5 Circulations of Men's Lifestyle Magazines in the UK by Title 2004-2005
The cult of the celebrity
ATTITUDES TOWARDS HEALTH
Male-specific OTC products hold growth potential
Dietary supplements
Hair loss treatments
Sexual wellness
ATTITUDES TOWARDS LEISURE
Cooking versus DIY
Fitness and wellbeing
Travel
CONSUMER MARKET OPPORTUNITIES
MEN'S SHAVING PRODUCTS
Case Study: Procter & Gamble's Rise to Dominance
Table 6 Global Sales of Men's Shaving Products by Type 2001-2006
COSMETICS AND TOILETRIES
Segmentation by age
Deodorants well developed, but hair care offers growth prospects
Men's skin care takes off
Market becomes more sophisticated
Men's make up emerges
Table 7 Global Sales of Men's Toiletries by Type 2001-2006
MEN'S FRAGRANCES
Celebrity and famous name brands drive sector
Appealing to the retrosexual
Table 8 Global Sales of Men's Fragrances by Type 2001-2006
FOOD AND DRINK
Men consumer more snacks and ready meals
Young males core target for fast food
Men are heavier drinkers
Diet soft drinks
Functional drinks for men
Beer
Table 9 Global Sales of Beer by Type 2001-2006
MEN'S CLOTHING
Table 10 Global Sales of Men's Clothing and Footwear by Type 2001-2006
DIY
The do-it-for-me trend
Table 11 Global Sales of DIY Products by Type 2001-2006
MARKETING TO MEN
Brand extension
Targeted advertising
Case Study: The Success of Axe/Lynx
Targeting via sports events
Celebrity endorsement
The multimedia approach
In-game advertising
MARKET SNAPSHOTS
BRAZIL
Male profile
Chart 3 Adult Male Population in Brazil by Age Group 2001/2006
Market trends
Table 12 Brazil: Sales of Selected Products 2001/2006
FRANCE
Male profile
Chart 4 Adult Male Population in France by Age Group 2001/2006
Market trends
Table 13 France: Sales of Selected Products 2001/2006
GERMANY
Male profile
Chart 5 Adult Male Population in Germany by Age Group 2001/2006
Market trends
Table 14 Germany: Sales of Selected Products 2001/2006
ITALY
Male profile
Chart 6 Adult Male Population in Italy by Age Group 2001/2006
Market trends
Table 15 Italy: Sales of Selected Products 2001/2006
JAPAN
Male profile
Chart 7 Adult Male Population in Japan by Age Group 2001/2006
Market trends
Table 16 Japan: Sales of Selected Products 2001/2006
UK
Male profile
Chart 8 Adult Male Population in the UK by Age Group 2001/2006
Market trends
Table 17 UK: Sales of Selected Products 2001/2006
US
Male profile
Chart 9 Adult Male Population in the US by Age Group 2001/2006
Market trends
Table 18 USA: Sales of Selected Products 2001/2006
FUTURE OUTLOOK
TRENDS TO WATCH
Power balance to shift, but differences remain
Effects of an ageing population
Metrosexuality leaves its mark
FORECASTS
DIY to benefit from focus on home improvement
Clothing may be hindered by low textile prices
Premium lagers to sustain flagging beer market
Skin care to fuel sales of men's toiletries
Men's shaving to face further price erosion?
Asia-Pacific holds growth potential
Table 19 Forecast Global Sales in Selected Sectors 2006-2011