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An Omnibus study by Harris Interactive's consumer research team into the grooming habits of UK men and women. Conducted online amongst a nationally representative sample of 2,061 GB adults. - 14% of all men regularly use female grooming products - 63% of men brush their teeth twice a day compared to 74% of women - 19% of women feel their male partner spends longer than they do getting ready.
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Mirror Mirror on the Wall....An Omnibus study into the grooming habits of UK men & women
© Harris Interactive A survey with 2,061 GB adults weighted to be nationally representative
© Harris Interactive 2
Q. Do you/your partner ever use female grooming productsBase: All respondents:
MALE FEMALE
14%Of men use female grooming products REGULARLY
18%Of men use female grooming products OCCASIONALLY
68%Of men NEVER use female grooming products
90%Of women use female grooming products on a REGULAR basis
9%Of women use female grooming products OCCASIONALLY
• A further 18% say they use female grooming products occasionally• 30% of women in a relationship claim that their partners regularly use their female grooming products
14% of all men regularly use female grooming products- this rises to 18% of men in a relationship
8% of women say they use male grooming products regularly - this rises to 11% of women in a relationship
© Harris Interactive 3
Q. Do you/your partner ever use male grooming productsBase: All respondents:
MALE FEMALE
72%Of men use male grooming products REGULARLY
24%Of men use male grooming products OCCASIONALLY
8%Of women use male grooming products on a REGULAR basis
19%Of women use male grooming products OCCASIONALLY
72%Of women NEVER use male grooming products
• A further 19% occasionally do so (rising to 22% of women in a relationship)• 12% of men in a relationship say their partners regularly use male grooming products with a further 19% saying their partners do so occasionally
Average Monthly Spend on Male Grooming is way behind Female Grooming
© Harris Interactive 4
Less than £5 £5.01 to £10 £10.01 to £15 £15.01 to £20 More than £20
31% 30%
12%
5%4%
20%
27%
15%
9% 10%
MEN'S GROOMINGWOMEN'S GROOMING
Q. How much on average do you/your household spend on men’s and/or women’s grooming products each month?Base: All respondents:
• Over 30% of households spend less than £5 a month on male grooming products whilst over 30% of households spend over £10 a month on female grooming
Single men spend more on male grooming each month than men in a relationship
© Harris Interactive 5
Less than £5 £5.01 to £10 £10.01 to £15 £15.01 to £20 More than £20
33% 32%
18%
7% 7%
36%33%
13%
8%5%
Single MenMen in a Relationship
Q. How much on average do you/your household spend on men’s and/or women’s grooming products each month?Base: All respondents:
• 32% of single men spend over £10 a month on male grooming products, this compares to 26% of men in a relationship
Deodorant is the most regularly used grooming product for men & women although men are less likely to use deodorant than women on a daily basis
Deodorant
Face Moisturiser
Fragrance
Shampoo
Mouthwash
Body Moisturiser
Conditioner
Hair styling Products
89%
29%
46%
66%
54%
14%
28%
23%
96%
74%
67%
59%
55%
51%
47%
45%
How often male and females use these products on a daily basis
Female Male
© Harris Interactive 6Q. Which of these products do you/your partner use on a daily basis?
Base: All respondents:
Single men are more likely to use facial moisturizer every day (34%) compared to men in a relationship (25%)
Men in a relationship are more likely to take a bath/shower every 3 days (12%) compared to men who are single (8%)
© Harris Interactive 7Q. How often do you/your partner take a shower or bath?Base: All respondents:
Twice a day Every day Every two days Every three days Once a week
6%
59%
20%
8% 6%6%
57%
20%
12%
4%
Single MenMen in a Relationship
63% of men brush their teeth twice a day compared to 74% of women - Men are more likely to brush their teeth once a day (25%)
© Harris Interactive 8
After every meal
Twice a day
Once a day
Less often than once a day
9%
63%
25%
3%
6%
74%
17%
2%
How often do you clean your teeth
Female
Male
Q. How often do you/your partner clean your teeth?
Base: All respondents:
Men in a relationship are almost twice as likely than single men to brush their teeth after every meal (11% vs 6%)
© Harris Interactive 9
After every meal
Twice a day
Once a day
Less often than once a day
6%
64%
24%
6%
11%
62%
25%
1%
How often do you clean your teeth
Men in a Rela-tionship
Single Men
Q. How often do you/your partner clean your teeth?
Base: All respondents:
“IT IS JUST AS IMPORTANT FOR MEN TO TAKE GOOD CARE OF THEMSELVES AS WOMEN”
© Harris Interactive 10
Q. How much do you agree with the following statements about personal care:It is just as important for men to take good care of themselves as women
Base: All respondents:
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
1%
2%
12%
40%
46% 86% ‘agree’
3% ‘disagree’
TOTAL
Strongly disagree
Neither agree nor disagree
Strongly agree
1%3%
17%41%
38%79% ‘agree’
4% ‘disagree’
MALE
Strongly disagree
Neither agree nor disagree
Strongly agree
0%1%
8%39%
53%92% ‘agree’
1% ‘disagree’
FEMALE
• More women agreed with this statement (92%) than men (79%)
“WOMEN ARE MORE UNDER PRESSURE THAN MEN TO LOOK GOOD”
© Harris Interactive 11
Q. How much do you agree with the following statements about personal care: Women are more under pressure than men to look good
Base: All respondents:
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
2%
4%
15%
42%
37%78% ‘agree’
6% ‘disagree’
TOTAL
Strongly disagree
Neither agree nor disagree
Strongly agree
3%5%
17%43%
32%76% ‘agree’
8% ‘disagree’
MALE
Strongly disagree
Neither agree nor disagree
Strongly agree
1%4%
14%40%41%
81% ‘agree’
5% ‘disagree’
FEMALE
•81% of women agree with this compared to 76% of men
“MEN ARE PAYING MORE ATTENTION TO THEIR HAIR & SKINCARE”
© Harris Interactive 12
Q. How much do you agree with the following statements about personal care:Men are paying more attention to their hair & skincare
Base: All respondents:
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
1%
3%
24%
53%
19%72% ‘agree’
4% ‘disagree’
TOTAL
Strongly disagree
Neither agree nor disagree
Strongly agree
1%4%
28%48%
19%67% ‘agree’
4% ‘disagree’
MALE
Strongly disagree
Neither agree nor disagree
Strongly agree
1%2%
20%58%
20%78% ‘agree’
2% ‘disagree’
FEMALE
•More women agreed with this statement (78%) than men (67%)
“REAL MEN DON’T USE MOISTURIZER”
© Harris Interactive 13
Q. How much do you agree with the following statements about personal care:Real men don’t use moisturizer
Base: All respondents:
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
24%
31%
30%
10%
4% 14% ‘agree’
56% ‘disagree’
TOTAL
Strongly disagree
Neither agree nor disagree
Strongly agree
19%27%
35%13%
7%20% ‘agree’
45% ‘disagree’
MALE
Strongly disagree
Neither agree nor disagree
Strongly agree
29%36%
26%6%
2%9% ‘agree’
65% ‘disagree’
FEMALE
•20% of men agreed with this statement whereas only 9% of women agreed
“MY HUSBAND/MALE PARTNER HAS MORE PRODUCTS THAN I DO IN THE BATHROOM”
© Harris Interactive 14
Q. How much do you agree with the following statements about personal care:My husband/male partner has more products than I do in the bathroom
Base: All respondents:
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
36%
39%
15%
6%
4% 9% ‘agree’
75% ‘disagree’
TOTAL
•Only 9% of women agree with this
“MY HUSBAND/MALE PARTNER SPENDS LONGER GETTING READY THAN I DO”
© Harris Interactive 15
Q. How much do you agree with the following statements about personal care:husband/male partner spends longer getting ready than I do
Base: All respondents:
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
32%
29%
20%
13%
5%19% ‘agree’
62% ‘disagree’
TOTAL
•19% of women say their partner spends longer than they do getting ready
