"mirror, mirror on the wall..." - the grooming habits of uk men and women

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


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


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


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%)


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?


Men in a relationship are almost twice as likely than single men to brush their teeth after every meal (11% vs 6%)


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?


“IT IS JUST AS IMPORTANT FOR MEN TO TAKE GOOD CARE OF THEMSELVES AS WOMEN”


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


Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

1%

2%

12%

40%

46% 86% ‘agree’

3% ‘disagree’

TOTAL

Strongly disagree


Strongly agree

1%3%

17%41%

38%79% ‘agree’

4% ‘disagree’

MALE

Strongly 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”


Q. How much do you agree with the following statements about personal care: Women are more under pressure than men to look good


Strongly disagree

Disagree


Agree

Strongly agree

2%

4%

15%

42%

37%78% ‘agree’

6% ‘disagree’

TOTAL

Strongly disagree


Strongly agree

3%5%

17%43%

32%76% ‘agree’

8% ‘disagree’

MALE

Strongly 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”


Q. How much do you agree with the following statements about personal care:Men are paying more attention to their hair & skincare


Strongly disagree

Disagree


Agree

Strongly agree

1%

3%

24%

53%

19%72% ‘agree’

4% ‘disagree’

TOTAL

Strongly disagree


Strongly agree

1%4%

28%48%

19%67% ‘agree’

4% ‘disagree’

MALE

Strongly 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”


Q. How much do you agree with the following statements about personal care:Real men don’t use moisturizer


Strongly disagree

Disagree


Agree

Strongly agree

24%

31%

30%

10%

4% 14% ‘agree’

56% ‘disagree’

TOTAL

Strongly disagree


Strongly agree

19%27%

35%13%

7%20% ‘agree’

45% ‘disagree’

MALE

Strongly 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”


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


Strongly disagree

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”


Q. How much do you agree with the following statements about personal care:husband/male partner spends longer getting ready than I do


Strongly disagree

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

"mirror, mirror on the wall..." - the grooming habits of uk men and women

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