Enjoy a 10% discount when you use the code EQLYSEP23 at checkout from the 20th to the 30th of September 2023

Consumers Our insights cover everything from income, spending, behaviour and attitudes to demographic changes and household makeup. We help businesses anticipate consumer preferences and stay relevant long term.

Consumer Perceptions of Masculinity

Priyanka Bagde Profile Picture
Priyanka Bagde Bio

Masculinity is favourite theme used by brands for advertising and promoting men's products. However, as the definition of “masculinity” shifts alongside changing gender norms, these brands could be missing a wider target audience and even inviting potential backlash.

For International Men’s Day on November 19th, Euromonitor offers insights into what “masculinity” means to both men and women across different cultures and demographics.

Results from Euromonitor’s annual Beauty Survey reveal that among the top five traits consumers associate with “masculinity”, only one – physical strength – is a physical attribute. For both men and women, the most common link to masculinity is confidence, with reliability, bravery and intelligence completing the top five.

These results are drawn from Euromonitor’s annual Beauty survey, which is fielded across 20 markets. Beyond exploring definitions of masculinity, the survey goes into additional detail on men’s grooming to capture information on hair, skin and cosmetic product usage, beard grooming style, adoption and obstacles to beauty products usage among men.

To learn more about beauty-related trends, download a free report here.

Interested in more insights? Subscribe to our content

Explore More

Shop Our Reports

Understanding the Path to Purchase: Global Consumer Types in 2023

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. Consumers are grouped based on shared traits and…

View Report

Consumer Market Flashpoints: Between Uncertainty and Opportunity

In the upcoming years, consumers and businesses face an array of challenges, with income inequality, mass migration and rising uncertainty about another crisis…

View Report

Global Inflation Tracker: Q3 2023

This report examines inflation levels and drivers globally and in key countries. Global inflation is moderating, although divergence among the key economies…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More