<Information from several sources shows that gay men spend more on
personal care products than straight men or women.
Comparing the results of two UK studies shows that gay men spend more
on toiletries than the general population of men and women.
Gay men £28
Men £7.80
Women £25
According to the Gay Life and Style 2000 survey, the average monthly
amount spent on toiletries by gay men is £28. The survey questioned
283 visitors to the Gay Life and Style Exhibition held at Olympia UK.
It was carried out by Stormbreak, an independent market research
company.
Profile of respondents.
2/3 of those were gay men and 1/3 lesbians. Half were under and half
were over the age of 35. Just over half lived with a partner in an
average household size of 2 people. Three in 5 owned their own homes.
Two-thirds lived in London and a further 1 in 5 in other parts of the
south-East. One in 4 was non-white British. Almost half claimed not to
ascribe to any religion, 44% identified as Christian.
Html version
http://www.stormbreak.co.uk/rainbow.html
Pdf version
http://www.gaytoz.com/StormbreakSurvey.pdf
According to the UK Office for National Statistics, men spend
£1.80/week (£7.80 /month) and women £5.80/week (£25.13 per month) on
toiletries. See section 4.15 page 54.
http://www.statistics.gov.uk/downloads/theme_social/Social_Focus_on_Men/SfoM(Final).pdf
Kates, Steven (2002),The Protean Quality of Subcultural Consumption:
An Ethnographic Account of Gay Consumers. Journal of Consumer Research
, vol. 29, (December)
This report studying the attitudes behind gay consumer buying habits
reveals that gay men use male toiletries more than heterosexual men.
The reason for this is because gay men feel more at ease openly
engaging in consumption practices stereotypically associated with
women: dying their hair, using branded cosmetics.
http://216.239.59.104/search?q=cache:vEyszm_KeA0J:chat.carleton.ca/~tlevenso/4206_Final_report_v5.doc+%22gay+men%22+skincare+respondents&hl=en
According to The Advertising Company Limited in London, "the gay
community have a bigger disposable income than straights. As a market,
we spend proportionately more on clothing, entertainment, grooming,
financial services, drink, travel, music and cars."
http://www.scottishmediamonitor.com/features2.cfm?ID=9
According to the article, The invisible pink peso, Male gays follow
the same beauty regimen as women, and use the most effective to the
most expensive products.
http://www.globalgayz.com/philippines-news01-02.html
According to a report from Datamonitor men spend an average of 3.1
hours per week on their appearance to 2.5 hours spent by women.
http://lifestyle.scotsman.com/living/headlines_specific.cfm?articleid=8263
Growth
The trend is for an increase in the use of male grooming products.
Mintel found that sales of male skincare products increased by 560
percent between 1998 and 2003.
http://www.soap-wire.com/2004/08/the_new_face_of.html
According to the report ?New Trends In Skin And Hair Care For Men,
the gay market for skin and hair care products is growing due to
society's acceptance
of homosexuality allowing gay men to fully express their interest in
caring for their appearance by buying without apprehension products and
services that will fulfill that function.
http://strategis.ic.gc.ca/epic/internet/inimr-ri.nsf/en/gr-79998e.html>
<Search strategy:>
<"gay men" skincare respondents>
<://www.google.com/search?q=%22gay+men%22+skincare+respondents&hl=en&lr=&ie=UTF-8&start=10&sa=N>
<"beauty products" "gay men" trends>
<://www.google.com/search?hl=en&lr=&ie=UTF-8&q=%22beauty+products%22+%22gay+men%22+trends>
<"buying habits" gay men products>
<://www.google.com/search?hl=en&lr=&ie=UTF-8&q=%22buying+habits%22+gay+men+products>
<"gay men" "male grooming" respondents>
<://www.google.com/search?hl=en&lr=&ie=UTF-8&q=%22gay+men%22+%22male+grooming%22+respondents>
<"on beauty products" "gay men">
<://www.google.com/search?hl=en&lr=&ie=UTF-8&q=%22on+beauty+products%22+%22gay+men%22>
<Hope this helps.> |
Clarification of Answer by
belindalevez-ga
on
19 Sep 2004 23:10 PDT
<According to brandpackaging.com, the men?s personal care market was
worth $4.5 billion in 2003 and is projected to reach $5.5 billion by
2006. The movement in this marketplace seems to be toward diversity:
widely different brand identities targeting different concepts of
masculinity. And that is probably an accurate reflection of the
self-images of males today.
To tap the growing men?s market for personal care products, marketers
will seek to identify new and narrower niches within the broad male
target. http://www.brandpackaging.com/content.php?s=BP/2004/05&p=8
According to packaged facts, there was a high level of new product
activity during 1999-2003 with approximately 1,000 new products. A key
new demographic for these products is coming of age in single young
men age 12-24, who are much more likely than previous generations to
buy?and be heavier users of?grooming products for men.
http://www.packagedfacts.com/pub/904609.html
The U.S. Gay and Lesbian Market, 4th Edition from Packaged facts.
October 1, 2004. This report costs $3,325.00. Chapter 4 has a section
on personal care.
http://www.packagedfacts.com/product/display.asp?productid=952768&CatReturnURL=http%3A%2F%2Fwww%2Epackagedfacts%2Ecom%2Fbrowse%2Easp%3Fcategoryid%3D81%26sid%3D%2D%26partnerid%3D%2D&kw=
The U.S. Market for Men?s Grooming Products from Packaged facts.
This report costs $3,000
http://www.packagedfacts.com/product/display.asp?productid=904609&kw=&CatReturnURL=http%3A%2F%2Fwww%2Epackagedfacts%2Ecom%2Fbrowse%2Easp%3Fcategoryid%3D113%26sid%3D%2D%26partnerid%3D%2D&SearchReturnURL=&view=sta
Men?s personal care market: The New Frontier.
Beauty products worldwide - $46 billion
Men?s Category represents 15% of total.
$7.3 billion worldwide.
$3.5 billion domestically.
Domestically sales of men?s grooming products are growing 11% annually
twice the rate of the women?s category (Packaged Facts New York).
Men are taking better care of themselves. Old taboos about men
pampering themselves are becoming outdated. Men are becoming more
interested in wanting to feel and look good as a result of numerous
external trends.
http://www.cwacts.com/events/GBC03/pdf/CherylSmith.pdf
A study by Harris interactive shows that GLBT consumers purchase
personal care items with a credit card at a lower rate than
heterosexual consumers. Less than one half a percent compared to two
percent.
http://www.harrisinteractive.com/news/allnewsbydate.asp?NewsID=493
<Additional links:>
<Marketing to reach the gay & lesbian community. Quick facts on the GLBT market.>
http://www.vegasonesource.com/advertising/demographics.htm
<Gay consumers brand loyalty linked to corporate philanthropy and
advertising. Harris Interactive/Witeck-Combs Communications, Inc.>
<http://216.239.39.104/search?q=cache:3nY839dGHj4J:www.witeckcombs.com/show.news.asp%3Fid%3D125%26format%3Dpdf+respondents+gay+%22hair+removal%22&hl=en>
<Hope this helps.>
|
