New Media Manscape Report Nielsen

AUGUST 2019
THE NEW MEDIA

MANSCAPE
TRENDS AND OPPORTUNITIES IN
MALE GROOMING PRODUCTS
At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 1
THE NEW MEDIA
MANSCAPE
From beard oil to facial cleansers, 69% of all Australian men now use at
least one male grooming product in the bathroom.
The latest research from Nielsen highlights the changes in male attitudes
toward grooming products in recent years. It identifies which products
and brands are of most interest; explains purchasing habits of these
consumers; and highlights the best ways to reach and connect with them.
IMAGE CONSCIOUS
Just under a quarter of all men (23%) agree that they always try to look
stylish; while 37% admit to taking care of their appearance at all times.
Over the past five years, there has been a 14% increase in the number
of men saying they keep up with the latest fashions. Surprisingly, this
change in attitudes is being driven by men aged 40 to 55, where we see
a 54% increase in agreement with this attitude. So the desire to look and
feel good is transcending across all ages.
OF AUSTRALIAN MEN NOW USE AT LEAST ONE

69% MALE GROOMING PRODUCT IN THE BATHROOM
Source: Nielsen Consumer & Media View National Database (May 2018 - April 2019)
CHANGING MALE ATTITUDES TO IMAGE AND APPEARANCE
MALE 25 - 54
2015 2019
KEEP UP WITH THE LATEST FASHIONS 18% 21%
DESIGNER LABELS IMPROVE IMAGE 20% 22%
WEAR CLOTHES NOTICED BY OTHERS 22% 24%
I REALLY LIKE TO HAVE A TAN 20% 24%
Source: Nielsen Consumer & Media View (CMV)
These trends vary around the country, with a higher proportion of men
in Victoria and NSW/ACT being more fashion and image-conscious,
compared to their counterparts in Queensland and Tasmania.
ATTITUDES TO IMAGE & FASHION VARY AROUND THE COUNTRY

19.0 22.9
17.2 22.6
DESIGNER LABELS
13.5 16.4
HELP TO IMPROVE
17.6 ONE’S IMAGE 20.1
% MEN 25-54 AGREE
12.4 13.3
% MEN 18+ AGREE
12.0 14.4
17.9 21.8
16.3 20.3
I TRY TO KEEP UP
11.7 WITH THE LATEST 13.4
15.3 FASHIONS 15.2
11.2 11.8
10.5 9.3
VIC NSW/ACT SA WA QLD TAS
Source: emma CMV - shows % of men 18+ & 25-54 either agreeing strongly or agreeing to the statement
Among the core group of 25 to 54 year olds, men in NSW, ACT, VIC and SA
are more likely to be fashion and image-conscious than their
national counterparts.
THE CHANGING FACE OF THE AUSTRALIAN MALE
Nielsen emma CMV data shows that Aussie men are finding skin care
to be an increasingly integral part of their bathroom regime. Usage of
product categories such as facial cleansers increased by 37% over the
past five years amongst men aged 25 to 54.
With facial hair well and truly back in fashion, the use of shavers and
razors among men aged 25 to 54 has fallen 6% since last year. Usage
of traditional bathroom products such as hair care, deodorants and
aftershave is also decreasing - usage of shampoos among men aged 25
to 54 is down 4%; while usage of deodorant and aftershave has fallen 5%
and 8%, respectively.
Not only are men using moisturisers and cleansers more often, but
they’re also increasingly prepared to invest in more expensive brands.
This presents an opportunity both for existing brands and the many new
brands now entering the luxury end of the male grooming market.
MALE 25-54 GROOMING CATEGORY ‘I BUY MORE EXPENSIVE BRANDS’

% MOVEMENT 2018 VS 2019
60
50
+57.3%
40
30
+29.0%
20
10 +4.2%
+8.7%
0
SUNCARE FACIAL MOISTURISERS, CREAMS BODY CARE
CLEANSER AND LOTIONS
Source: emma CMV
MORE PRODUCTS, MORE OFTEN
The number of males aged 25 to 54 buying facial cleanser on a weekly
or monthly basis has increased 21% over the last year. Moisturisers and
body care are also seeing similar growth, up 8% and 11%, respectively.
MARKETING TO MEN
REACH THEM WITH PRINT
2-IN-3 MEN (6.1 MILLION)

READ A NEWSPAPER (METRO OR REGIONAL)
EVERY MONTH
MEN’S LIFESTYLE MAGS CAN CONNECT MALE GROOMING BRANDS

WITH CORE BUYERS
2.1 MILLION MALES

READ MEN’S LIFESTYLE MAGAZINES EACH YEAR
Source: emma CMV, males aged 18+
TAPPING INTO THE DIRECT-TO-CONSUMER
OPPORTUNITY
Many overseas brands and Australian independent newcomers in the
market are choosing to use the direct-to-consumer (DTC) approach to
sell and market their products online. This has given rise to a number of
niche grooming brands in the market. Nielsen Homescan data shows that
online sales for male deodorants and grooming products has grown by
15.7% in the year ending 13 July 2019.
It’s important to note, however, that while a growing proportion of today’s

male consumers are becoming more comfortable shopping online and
with DTC brands, Nielsen emma CMV data shows that supermarkets and
chemists continue to dominate the mainstream buying process.
This presents a key challenge to many of the smaller and DTC-reliant

male grooming brands seeking to rival the marketing behemoths, but
lack their deep pockets and established distribution channels.
BIGGER RETAIL CHANNELS STILL DOMINATE MALE GROOMING PURCHASES
MALE 18+
17%
SUPERMARKET
3%
2% DEPARTMENT STORE
3% CHEMIST
12%
TOTAL AU CATALOGUE
66% SALON
OTHER
8%
NONE
Source: emma CMV, males aged 18+, where men buy their grooming products
As Australian men continue to evolve their grooming habits, retailers

and brands would be wise to consider their path-to-purchase and
how mainstream, offline media as well as online channels provide an
important way to build brands in an increasingly cluttered market.
ABOUT EMMA CMV
Nielsen and The Readership Works (TRW) have a relationship that sees
Nielsen’s national Consumer & Media View (CMV) incorporated into
emma Cross Platform readership data. This is known as emma CMV.
For over 20 years, Nielsen’s CMV has surveyed consumers across

Australia capturing an array of insights that help clients tackle marketing
and media challenges. Whether they are involved in the planning, buying
or selling of advertising, or responsible for brand strategy, Nielsen CMV
insights provide the power to create effective marketing strategies and,
ultimately, achieve business and marketing goals.
emma CMV is an enhanced and convenient solution that integrates

Nielsen’s CMV into emma to provide readership, attitudinal, lifestyle and
product data in one place. This information provides a comprehensive
profile of the print consumer and their purchase intentions which
supports more actionable analysis and insights.
ABOUT TRW
The Readership Works (TRW) was set up in 2010 to introduce the next
generation cross-platform audience measurement system for Australia’s
newspaper and magazine industry, emma.
TRW is a wholly owned subsidiary of NewsMediaWorks and was

responsible for conducting and completing all aspects of the 2010 tender
process which led to the development of emma. TRW now manages the
ongoing provision and evolution of emma through collaboration with
industry partners and independent experts.
The print readership for emma is carried out by independent research

company Ipsos; while the digital audience data contained in emma is
provided by Nielsen. Digital audience data is created to the specification
created by the peak digital industry body IAB Australia.
Technical and methodological governance and advice for emma

is provided by the TRW technical Committee, comprising technical
representatives from all major news media and magazine publishers
along with independent technical consultants.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data
analytics company that provides the most complete and trusted view
available of consumers and markets worldwide. Our approach marries
proprietary Nielsen data with other data sources to help clients around
the world understand what’s happening now, what’s happening next,
and how to best act on this knowledge. For more than 90 years Nielsen
has provided data and analytics based on scientific rigor and innovation,
continually developing new ways to answer the most important
questions facing the media, advertising, retail and fast-moving consumer
goods industries. An S&P 500 company, Nielsen has operations in over
100 countries, covering more than 90% of the world’s population. For
more information, visit www.nielsen.com.
THE SCIENCE BEHIND WHAT’S NEXT ™
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 190906 9
THE SCIENCE BEHIND WHAT’S NEXT™
At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.
Copyright
Copyright ©© 2019
2019 The
The Nielsen
Nielsen Company
Company (US),
(US), LLC.
LLC. Confidential
Confidential and
and proprietary.
proprietary. Do
Do not
not distribute.
distribute. 10

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AUGUST 2019

THE NEW MEDIA

OF AUSTRALIAN MEN NOW USE AT LEAST ONE

KEEP UP WITH THE LATEST FASHIONS 18% 21%

DESIGNER LABELS IMPROVE IMAGE 20% 22%

WEAR CLOTHES NOTICED BY OTHERS 22% 24%

I REALLY LIKE TO HAVE A TAN 20% 24%

Source: Nielsen Consumer & Media View (CMV)

ATTITUDES TO IMAGE & FASHION VARY AROUND THE COUNTRY

VIC NSW/ACT SA WA QLD TAS

MALE 25-54 GROOMING CATEGORY ‘I BUY MORE EXPENSIVE BRANDS’

Source: emma CMV

2-IN-3 MEN (6.1 MILLION)

MEN’S LIFESTYLE MAGS CAN CONNECT MALE GROOMING BRANDS

2.1 MILLION MALES

Source: emma CMV, males aged 18+

It’s important to note, however, that while a growing proportion of today’s

This presents a key challenge to many of the smaller and DTC-reliant

As Australian men continue to evolve their grooming habits, retailers

For over 20 years, Nielsen’s CMV has surveyed consumers across

emma CMV is an enhanced and convenient solution that integrates

TRW is a wholly owned subsidiary of NewsMediaWorks and was

The print readership for emma is carried out by independent research

Technical and methodological governance and advice for emma

THE SCIENCE BEHIND WHAT’S NEXT ™

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