The survey carried out on 5,300 Asian men across eight countries firstly revealed women to not be men’s main motivation for grooming.
The No.1 reason, Kantar analysts say cited was “just to feel better,” followed by “important at job” and “it’s an indicator of status.”
Eight out of 10 men interviewed revealed they were conscious about their appearance and to achieve this goal 60% said they would do exercises, 49% would take vitamin supplement while 36% chose diet.
Areas brands may want to invest in..
For brands looking to tap into the "for men" personal care categories in Asia, the market researcher suggests starting with facial care products as 31% of men were found to use cleansers specially designed for them, while 24% men are using male shampoo and deodorant.
Other products included blades & razors which 92% of men revealed to use, followed by shampoo (91%), bar soap (72%), facial cleansing (56%) and shower gel (55%).
"Quite surprisingly whilst 55% men are using shower gel, only 11% of the total respondents are using for men gels, and only 7% use eye care," the survey states.
Asian male grooming segment on the rise
While still a small segment in the whole beauty picture, good media coverage, wider adoption of male-specific products, and greater availability has kept the category in the spotlight, and in China, and Asia, there is potential for a further boost.
According to Mintel data 82% of men from urban areas in China think that using men’s toiletries makes them more sophisticated, whilst 64% agree that ‘high priced men’s toiletries products work better than less expensive ones.’
To cater to the growing demand, companies focused on male skin care have launched an array of products that target problems ranging from anti-ageing and eliminating blemishes to skin brightening.
However, urban males are also seeking multi-functional offerings that target multiple problems such as dry and sensitive skin, hyperpigmentation and acne