Men spend 3 hours per week on personal grooming

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Men spend just over three hours per week on personal grooming, and women spend an average of almost five hours per week. Personal grooming is defined as bathing, shaving, dressing, and doing hair and make-up.

GfK, an international market research organization undertook a study on personal grooming in 2015. It surveyed 27,000 participants in 22 countries.

The top three reasons males performed personal grooming activities included: (1) to feel good about themselves – 52%, (2) to make a good impression on people they meet for the first time – 44%, and (3) to set a good example for their children – 40%. Multiple answers were allowed.

The reasons were similar to the reasons women reported: (1) to feel good about themselves – 67%, (2) to make a good impression on people they meet for the first time – 44%, and (3) to set a good example for their children – 40%.

The 4th and 5th reasons were different between males and females. Males said: (4) to please their spouse or partner – 37%, and (5)  to make a good impression on the opposite sex – 36%. Females said: (4) to express individuality – 40%, and (5) to feel in control – 40%.

There was no age difference for the number one reason for personal grooming – to feel good about themselves. Age differences were noted in subsequent responses.

Men under 30 years of age spent time on personal grooming to make a good impression on people they meet for the first time and for the opposite sex. Men over 30 years of age spent more time on grooming to set a good example for their children. Men over 50 spent more time on grooming to please their spouse or partner.

http://www.gfk.com/fr/

Photograph: Frey & Mosby (Somalia, June 2016)

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