“Men Revolution 13”, a study on the personal grooming habits and buying practices of men in Asia, conducted by Kantar Worldpanel, was conducted in September 2013 on a sample of 5,300 men in eight markets: China, Korea, Indonesia, Malaysia, the Philippines, Thailand, Taiwan and Vietnam. .
The results of the survey yielded important information that will help manufacturers, distributors, and brand and marketing specialists serve the male market better. It should make marketers aware they need to pay attention to what men need, just like they monitor what women do.
The study revealed a 9-per cent sales growth in “for men only” grooming products sector as of the end of the the third quarter of 2013 from the first 9 months of 2012.
The study also showed that four of five Asian men said they were conscious about their appearance while more than half said they used at least five grooming products. Moreover, three of five said they didn’t believe that using grooming products was for women only.
Across the region, the leading products brought by Asian men are blades and razors, shampoo, bar soap, skin care and shower gels.
Filipino men, however, indicated different priorities. Bar soap was the top product, followed by shampoo, razors/blades, deodorants and colognes.
Filipino men, the survey further revealed, are afflicted by acne (50 per cent of respondents) while 38 per cent complain about bad breath.
A related finding is that anti-acne roducts are not yet part of Filipino men’s personal grooming basics. Thus, there is an opportunity for local products to explore that market niche.
Good appearance is important to one’s job, said 72 per cent and 80 percent of Asian and Filipino respondents, respectively, and this is a motivation for the purchase of personal care products.
Findings from the Men Revolution study are expected to provide brands with relevant information to be able to explore, penetrate and grow the market.
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