Men watch wallets 
with at-home products

Wahl’s Lithium Ion grooming tools

The men’s grooming segment continues to be on the upswing as men continue to buy products that meet their grooming needs and increasingly turn to at-home solutions to help stretch their dollars.

“Overall, men have adopted a wide range of money-saving rituals and shopping strategies in much greater numbers than the traditional stereotype of the male shopper would indicate,” stated John McIndoe, SVP marketing for SymphonyIRI Group, when releasing earlier this year its study on male shopper insights. “In fact, in many regards, men shop similarly to women. That said, as with any consumer segment, it is the knowledge of nuanced differences that separates the wheat from the chaff. [Consumer packaged goods] marketers must evaluate the rituals, attitudes and behaviors of male shoppers very closely and understand how these factors impact each aspect of the decision and purchase process for their own categories and brands.”

SymphonyIRI’s male shopper study — dubbed “Men are From Mars, Women are From Venus ... Or Maybe Not?” — found that 19% of men are using at-home beauty treatments.

This trend appears to be playing out in the grooming/shaving scissors category as sales rose nearly 12% during the 52 weeks ended Oct. 2 at food, drug and mass (excluding Walmart), according to SymphonyIRI.


The article above is part of the DSN Category Review Series. For the complete Men's Grooming Buy-In Report, including extensive charts, data and more analysis, click here.

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