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Marketing to Men - US - July 2014

Published By :

Mintel

Published Date : Jul 2014

Category :

Advertising and Marketing

No. of Pages : 116 Pages

Men are a broad consumer base that are increasingly being recognized by marketers. The emerging male consumption patterns can be attributed to both shifting societal norms as well as shifting demographics. Traditional gender roles continue to blur, and today’s Millennial males buck tradition by taking on household chores that had been the sole responsibility of women in the past. Coupled with the trend of putting off marriage, a large share of male 18-34s are single and are new to making purchase decisions for their own households.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Men by the numbers
Men average about nine hours per week online at home
Figure 1: Time spent online at home in the last seven days, by gender, November 2012-December 2013
Traditional TV advertising has widest reach – and greatest impact
Figure 2: Male reactions to advertising, by age, April 2014
Men feeling more responsibility for a variety of household chores
Figure 3: Family life and chores, April 2014
Achieving a work/life balance is a challenge for men – dads, in particular
Figure 4: Attitudes toward work/life balance, by demographics, April 2014
Opportunity to market personal care and grooming products
Figure 5: Male attitudes toward appearance and personal care, April 2014
Men balancing time with friends and with family
Figure 6: How men split leisure time between friends and family, by age, April 2014
Hispanics react positively to social media
Figure 7: Reactions to advertising and social networks, by Hispanic origin, April 2014
What we think

Issues and Insights

Say no to old school, “macho” marketing, yes to an emotional connection
The issues
The implications
Ads will find men online
The issues
The implications
Young men need guidance as they become more domestic
The issues
The implications

Trend Application

Trend: Man in the Mirror
Trend: Entrepreneurial Spirit
Trend: Play Ethic

Men by the Numbers

Key points
Older male population on the rise
Figure 8: Male population aged 18 or older, by age, 2009-19
Fewer older men available to be paired with older women
Figure 9: Number and ratio of males to females, by age, 2014
Hispanic male population growing 10x faster than non-Hispanic
Figure 10: Male population, by race and Hispanic origin, 2009-19
Growth in male Hispanic population shifts balance younger
Figure 11: Males aged 18 or older, by age and by race and Hispanic origin, population change 2014-19
Men waiting longer to marry
Figure 12: Median age at first marriage, by gender, 2003-13
Majority of men are college educated
Figure 13: Educational attainment of men aged 25 or older, by age, 2012
Seven in 10 men are in the labor force
Figure 14: Labor force participation rates, by gender, 1972-2012
Hispanic men are most active in the workforce
Figure 15: Male labor force participation rates, by race/Hispanic origin, 2012
Wage gap still prominent
Figure 16: Real median earnings of year-round workers, by gender, 2002-12
Occupation choices impact earnings
Figure 17: Percent distribution of employed persons, by occupation and gender, 2013

Innovations and Innovators

Dollar Shave Club makes splash on social media
Figure 18: Dollar Shave Club, YouTube ad, 2012
J&D Foods find success makin’ bacon
Figure 19: J&D’s Foods Bacon Popcorn
Indochino lets men custom-tailor suits online

Marketing Strategies

Overview of the brand landscape
Theme: Sports and star athlete endorsements
Head & Shoulders runs with in-season sports stars
Figure 20: Head & Shoulders, “CJ Wilson: Signature #Whiff,” television ad, 2014
Figure 21: Head & Shoulders, “Head & Shoulders for Men – Sneak Preview to Troy Polamalu,” television ad, 2013
Campbell’s soup, sports, and mama’s boys
Figure 22: Campbell’s Chunky, “Richard Sherman and Mama” video announcement, 2014
VW signs three-year fantasy sponsorship with CBS
Figure 23: Volkswagen Coaches Corner, Overview, 2013
Theme: Proud to be a dad
Subaru celebrates “world’s greatest dads”
Figure 24: Subaru, “Best Dad” television ad, 2014
Doritos gives daddy a reason to party (tea party)
Figure 25: Doritos, “Fashionista Daddy” television ad, 2013
Tide treats dads like ordinary people
Figure 26: Tide, “My Tide – Dad,” television ad, 2012
Theme: “Movember” raises awareness regarding health issues for men
Figure 27: TOMS Shoes Movember promotion, 2013
Figure 28: Proctor & Gamble’s Mr. Clean with mustache, 2012

Men Online

Key points
Men spend nine hours a week online at home
Figure 29: Time spent online at home in the last seven days, by gender, November 2012-December 2013
Middle-aged men productive online
Figure 30: Male online activities and websites visited in the last 30 days, by age, November 2012-December 2013
More affluent men more active online
Figure 31: Male online activities and websites visited in the last 30 days, by household income, November 2012-December 2013
YouTube most popular site among males
Figure 32: Male websites visited in the last 30 days, by age, November 2012-December 2013

Men and Advertising

Key points
Traditional TV advertising still has widest reach
Figure 33: Male reactions to advertising and social networks, by age, April 2014
More affluent men have more conversations regarding TV ads
Figure 34: Male reactions to advertising and social networks, by household income, April 2014

Family Life, Chores, and Children

Key points
Half of men say they are solely responsible for grocery shopping
Figure 35: Male perceptions of family life and responsibility for chores, April 2014
Young men need guidance regarding family life and chores
Figure 36: Male perceptions of family life and sole responsibility for chores, by age, April 2014
Middle-income men are DIY candidates
Figure 37: Male perceptions of family life and sole responsibility for chores, by household income, April 2014
Parenting responsibilities more often shared between spouses
Figure 38: Male perceptions of family life and responsibility for children, April 2014
Younger dads far more hands-on in parenting
Figure 39: Male perceptions of family life and sole responsibility for children, by age, April 2014
Less affluent men pitching in at home
Figure 40: Male perceptions of family life and sole responsibility for children, by household income, April 2014

Attitudes Toward Work/Life Balance

Key points
Work/life is less balanced for men than it is for women
Figure 41: Attitudes toward work/life balance, by gender, April 2014
Work/life balance worst among 35-44 year-old men
Figure 42: Male attitudes toward work/life balance, by age, April 2014
More affluent men successfully using technology to help balance work/life
Figure 43: Male attitudes toward work/life balance, by household income, April 2014
Men who shoulder more responsibilities at home feel the least balanced
Figure 44: Male attitudes toward work/life balance, by count of family life and chores, April 2014

Attitudes Toward Personal Care and Appearance

Key points
Niche market of men comfortable buying personal care products
Figure 45: Male attitudes toward appearance and personal care, by age, April 2014
Opportunity to market nontraditional products to affluent men
Figure 46: Male attitudes toward appearance and personal care, by household income, April 2014
Men twice as likely as women to use all-purpose or dandruff shampoo
Figure 47: Kinds of shampoo used, by gender, November 2012-December 2013
Head & Shoulders most popular brand
Figure 48: Brands of shampoo used in the last seven days, by gender, November 2012-December 2013
Younger men more likely to use facial cleansing products
Figure 49: Male use of facial cleansing/medicated products/toners, by age, November 2012-December 2013
Moisturizers used by nearly half of 35-54 year-old men
Figure 50: Male use of moisturizers/creams/lotions, by age, November 2012-December 2013
Older, more affluent men seeking professional personal care services
Figure 51: Male use of professional personal care services, by age and by household income, November 2012-December 2013

Entertainment and Non-work Activities

Key points
Men spending time at home and with families
Figure 52: Male entertainment and non-work activities, by age, April 2014
More affluent men spend more time with family
Figure 53: Male entertainment and non-work activities, by household income, April 2014
Men out with the boys can be reached via sporting events
Figure 54: Male entertainment and non-work activities, by engagement with professional sports, April 2014
Music choices a critical component of marketing to men
Figure 55: Male past 12 month leisure activities, by age, November 2012-December 2013

Men and Sports

Key points
NFL most popular league among men
Figure 56: Sports interest, by gender, November 2012-December 2013
Watching sports at home can still be social experience
Figure 57: Male sports fans level of engagement with professional sports, by age, April 2014
Less affluent men more likely to wear sports apparel
Figure 58: Male sports fans level of engagement with professional sports, by household income, April 2014
Men checking websites during sporting events
Figure 59: Male sports fans level of engagement with professional sports, by reactions to advertising and social networks, April 2014

Race and Hispanic Origin

Key points
Overview
Hispanics react positively to social media
Figure 60: Male reactions to advertising and social networks, by race/Hispanic origin, April 2014
Opportunity to help Hispanic men take charge of finances
Figure 61: Male perceptions of family life and sole responsibility for chores, by race/Hispanic origin, April 2014
Hispanics less comfortable with purchase and use of personal care products
Figure 62: Male attitudes toward appearance and personal care, by race/Hispanic origin, April 2014
Hispanics watching sports online
Figure 63: Male sports fans level of engagement with professional sports, by race/Hispanic origin, April 2014

Custom Segment – Dads

Key points
Dads more engaged with both TV and online advertising
Figure 64: Male reactions to advertising and social networks, by presence of children in household, April 2014
Dads seek better work/life balance
Figure 65: Male attitudes toward work/life balance, by presence of children in household, April 2014
Dads making time to get out with friends
Figure 66: Male entertainment and non-work activities, by presence of children in household, April 2014
Dads more engaged all around with professional sports
Figure 67: Male sports fans level of engagement with professional sports, by presence of children in household, April 2014

Appendix – Other Useful Consumer Tables

Reactions to advertising and social networks
Figure 68: Male reactions to advertising and social networks, by count of family life and chores, April 2014
Family life, chores, and children
Figure 69: Male perceptions of family life and sole responsibility for chores, by count of family life and chores, April 2014
Figure 70: Male perceptions of family life and sole responsibility for chores, by presence of children in household, April 2014
Figure 71: Male perceptions of family life and shared responsibility for children, by age, April 2014
Figure 72: Male perceptions of family life and shared responsibility for children, by household income, April 2014
Attitudes toward work/life balance
Figure 73: Male attitudes toward work/life balance, by marital status, April 2014
Figure 74: Male attitudes toward work/life balance, by race/Hispanic origin, April 2014
Attitudes toward personal care and appearance
Figure 75: Attitudes toward appearance and personal care, by gender, April 2014
Figure 76: Male attitudes toward appearance and personal care, by presence of children in household, April 2014
Figure 77: Male attitudes toward appearance and personal care, by count of family life and chores, April 2014
Figure 78: Male attitudes toward appearance and personal care, by reactions to advertising and social networks, April 2014
Entertainment and non-work activities
Figure 79: Entertainment and non-work activities, by gender, April 2014
Figure 80: Male entertainment and non-work activities, by count of family life and chores, April 2014
Figure 81: Male entertainment and non-work activities, by engagement with professional sports, April 2014
Men and sports
Figure 82: Male sports fans engagement level with professional sports, April 2014
Figure 83: Sports fans level of engagement with professional sports, by gender, April 2014

Appendix – Trade Associations                 

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