There has been much talk over the last couple of years about non-binary gender choices and increased gender fluidity, and as a result many brands have rushed into this growing trend amongst Gen Z audiences.
Whilst quite rightly there is an increased sense of acceptance of more diverse lifestyle choices, when it comes to the psychology of shopping, the vast majority of men shop quite differently from women. Especially in the beauty and well-being categories.
It may be the fact that historically, women have been shopping for beauty products, and so they have developed a broader lexicon and deeper understanding of the ingredients, benefits and importance of beauty regimes.
Conversely, one of the biggest growth areas in the category is male grooming. According to Euromonitor, sales of grooming products for men in the UK grew by 3% in 2016, and across the country men now spend collectively a whopping £1.7bn on beauty products.
As a result of the selfie generation’s interest in personal appearance, or simply an overall increased interest in wellness, the male grooming category is booming. But for most guys, it’s still a bit of a mystery.