Survey highlights rise in male grooming
A new survey commissioned by Superdrug has discovered that male consumers now spend longer than women on getting ready.
A new survey commissioned by Superdrug has discovered that male consumers now spend longer than women on getting ready. And as a further nod to the continued growth of the male grooming market it highlights that men are now spending £25.33 per month on grooming products – which is just 19p less than women.
The survey, which polled 3000 men, has unveiled that men now spend on average 83 minutes preparing to go out, in contrast to just 79 minutes for women. Other highlights in the study show that the three most popular grooming items for a man are hair wax, moisturisers and shavers.
Men are said to spend 23 minutes in the shower compared to 22 for women, while taking a full 4 minutes longer to shave – despite not having to undergo the arduous task of shaving areas such as legs, underarms and the bikini line.
Perhaps what is most telling that there is a new generation of men around is the fact that they spend a full minute longer than women on cleansing, toning and moisturising.
Simon Comins, director of toiletries for Superdrug says: “Once upon a time it was cool for men to appear rough and ready, looking like they hadn’t spend more than a couple of minutes getting ready in a morning. But these days, everyone appreciates a man who takes care of his appearance, smells nice and looks like he has made an effort.”