Men Personal Care Behaviour - Survey Report

The old perspective about men’s world that was associated with people who do not care about their physical appearance maybe is no longer relevant. Today modern men are definitely caring about themselves. Almost similar with women’s world, it is a very common phenomenon when men groom themselves and use men’s beauty products. Jakpat conducted a survey toward 200 men in Indonesia from age 19-35 years old to understand their personal care behaviour.

First of all, we asked to our respondents about their concern about appearance. Our survey revealed that 90% of men care about their appearance. However, although they have the concern but it does not mean that they are willing to pamper themselves. There were only 61% of them who said that they pamper themselves routinely. We asked further about their choices of skin care products to gain deeper insight about their most used products. Six product categories were mentioned such as shampoo, body soap, perfume, face wash, deodorant, and body lotion. However, there was an interesting finding since we revealed that the older a man, the more likely him to use moisturiser.

Sometimes, there are people around us who affect our decision making process. Regarding this condition, we asked our respondents about the decision maker of their personal care products choices. Men’s choices of skin care products were mostly chosen by him. They love the product, they choose it, they purchase, and they consume it. Furthermore, other person who affects their choices was wife and girlfriend. Men like to hear their lovers’ suggestion in almost anything, include personal care products. Moreover, further person who also have an influence toward their choices were friends, parents, and doctor.

As we know, in general, personal care products are not very cheap. Maybe it is affordable but not cheap. Just like women who specifically allocate budget to pamper them, men also allocates budget for their skin care products. 55% of men in this survey acknowledged that they allocates specific budget for it. However, the most preferable amounts of the budget are about Rp 50.000,00 – Rp 150.000,00.

Just like women who sometimes feel worry about their skin condition, men also do feel the same. Interestingly, the worries among men in three age segments were different. The first segment is men in the age of 16-19 years old. This young segment worries about acne, dark spot on the face, and dark circle under the eyes.

The second segment is men in the age 20-29 years old. This segment worries about acne, hair loss, and dark spot on the face.

The oldest segment is men in the age 30-35 years old. Just like the other two segments who worried about acne, this segment feels the same. They worried about acne, dark circle under the eyes, and wrinkle.

Further question can be expanded by examining men’s’ required times to prepare themselves before starting their activities. Respondents in this survey said that the average times they need to get him ready were about 5-15 minutes.

There is always be a first time of everything. We asked our respondents about their first moment of using personal care products. Most of them said that they first timely used personal care products when they entered college. At the second position, they said that their first time was when they started to work. Other answers were when they feel like they got older and when they have a relationship.

When it comes to the brand, we should be able to understand about their market segment characteristics. Which segment are the loyalist and the switcher? We found an interesting finding that 68% of men in the age of 26-29 years old tend to be a brand switcher. They can easily shift from one brand to another in any given moment. Surprisingly, the other 68% of men in the age of 30-35 years old tend to be a brand loyalist. Therefore, as the men get older, they tend to be more loyal toward the brand they loved.

Since there are men who serve as the loyalist and switcher at the same time, we would like to explore deeper about the factors that affect their preference toward skin care products. What kind of things that may be able to influence their choice of sticking with one brand or switch to the competitors. Three factors were mentioned by our respondents such as ingredients, brand, and price. The two factors, ingredients and price may become the urgent factors to be considered since it might affect consumer to be a switcher.

There was a stereotype of taboo for men who went to skin care centre. However, today the taboo does no longer exist. There are numbers of reputable skin care centre who publicly open the clinic for men and offer various skin care products just for men. Regarding this condition, we asked about the stereotype to our respondents. Interestingly, we found that as men are getting older, they consider that going to skin care centre is perfectly fine. This perception was followed up by asking their future intention of going to skin care centre. Although they were not 100% have the intention, but 55% of them who do not go to the skin care yet, have the future intentions of going there someday.

For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.