Abstract
The last five years have seen an increasing trend among men toward healthier living and eating, driving booming sales growth in a range of markets. Additionally, marketing for products in personal care and nutritional supplements is becoming increasingly gender-specific. In this report, Mintel takes a closer look at how men approach the topics of diet, exercise, health care, and personal care.
Insights are supported by exclusive Mintel consumer research, answering questions such as:
- Are men really eating healthier than before?
- How many men are concerned about grooming and beauty?
- What types of dietary and personal care products do men find interesting?
- At what ages are men most and least health conscious?
- What do men want out of their health club?
- Which ailments draw the most over-the-counter consumers?
- How happy are men with their health insurance?
- When and how often do men see their doctors?
- What sources of medical information do men trust most?
Mintel has looked at responses by various demographic factors, such as age, race/ethnicity, household income, and region, analyzing trends, consumer perspective and usage trends. Mintel' s exclusive consumer research defines three types of active male consumers:
- Very health conscious: These respondents report limiting both the amount and content of food they eat, and engage in three or more workouts of at least 15 minutes per week
- Moderately health conscious: These respondents report limiting either the amount or the content of what they eat, and work out one to two times a week
- Not health conscious: These respondents report no restrictions to their diet and no physical workouts on a weekly basis
By identifying these groups, Mintel is able to develop a profile of the average male as he progresses through different life stages. This allows Mintel to make pointed recommendations for health products and services.
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