Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Men - US - July 2014

“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.”
- Fiona O’Donnell, Category Manager – Multicultural, Lifestyles, Travel and Leisure
This report looks at the following issues:

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

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. 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

                                                                                      Companies Covered

                                                                                      • National Retail Federation (NRF)

                                                                                      Marketing to Men - US - July 2014

                                                                                      £3,199.84 (Excl.Tax)