Men’s Interest in Appearance Is Growing: 36% Say Looking Their Best Matters More Than Five Years Ago, NIQ Finds
NielsenIQ released consumer research showing 36% of men say looking their best matters more than five years ago, and 54% say aging well has grown in importance. Purchasing data show men's beauty spending extends beyond male-labeled products: in 10 Western European markets, all-gender skincare grew 7% year over year while male-targeted skincare was flat, and brands marketed to men grew just 3% versus 7% for beauty overall.
Key figures
- Men branded growth yoy
- 3%
- Global consumer spend covered
- $7.4 trillion
- Men aging well more important pct
- 54%
- Men looking best more important pct
- 36%
- Men share online fragrance spending
- 51%
- We europe all gender skincare growth yoy
- 7%
AI analysis
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