2020
9
Germany Marketing to Men Market Report 2020
2020-01-31T10:01:51+00:00
REP951FDB4E_B880_4336_AAB4_D2E92FCECD03
2195
32519
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Men","url":"https:\/\/store.mintel.com\/industries\/demographics\/men"}]
Report
en_GB
While German men still conform to some 'male' gender stereotypes, such as having high interest in cars and gadgets, many more of them are also taking on more household and…

Germany Marketing to Men Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Men – Germany market including the behaviours, preferences and habits of the consumer.

Men in the typical family formation ages of 35-54 are an important group for marketers. This is especially true for household and grocery brands as men take on more household and childcare responsibilities, while also remaining the majority breadwinner in families with very young children.

Quickly Understand

  • How to represent modern society in marketing to men?
  • How to engage young men through advertising in the German market?
  • Which advertising and marketing formats are men in Germany most engaged with?
  • Which age group is most interested in which category?
  • How to appeal to the family man?
  • How to create memorable ads that appear to the male consumer?

Covered in this report

Brands mentioned: Bandito., BBDO Berlin, Beef! magazine, DM, Dr. Quendt, Edeka, Gillette, HiPP, IKEA, Lidl, Mangan, OneDayMore, Nivea, Porsche, SEINZ., Tabac, VW, Yogitea, 8×4, etc.

Expert analysis from a specialist in the field

Written by Heidi Lanschützer, a leading analyst in the Consumer Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While German men still conform to some ‘male’ gender stereotypes, such as having high interest in cars and gadgets, many more of them are also taking on more household and family duties.
Heidi Lanschützer
Associate Director – German Reports

Table of Contents

  1. Executive summary

    • Market context
    • What consumers want, and why
    • Opportunities
  2. market drivers

    • Graph 1: share of maximum population projections for men, by age group, 2020-30
    • Graph 2: employment rate by gender and age, 2008 vs 2018
    • Graph 3: who shops for groceries, by gender, June 2019
    • Graph 4: who cleans the home, by gender, 2018
    • Graph 5: average daily time use on selected activities, by gender, October 2019
    • Graph 6: GDP % change by quarter, Q1 2015-Q3 2019
  3. What consumers want, and why

    • Interest in category advertising
    • Graph 7: men's interest in sector advertising, October 2019
    • Graph 8: interest in sector advertising, men vs women, October 2019
    • Graph 9: men's interest in advertising for technology and cars, by age, October 2019
    • Graph 10: personal ownership of select technology products, by gender, Q4 2018
    • Graph 11: selected electronic equipment bought in the last 12 months, by gender, November 2019
    • Graph 12: men's interest in travel advertising, by age, October 2019
    • Graph 13: purchase of beauty and personal care products in the last 12 months, 2018
    • Graph 14: top five sources of grooming inspiration for men, by age, September 2019
    • Interest in advertising media
    • Graph 15: appeal of advertising mediums to men, October 2019
    • Graph 16: interest in online forms of advertising, by age, October 2019
    • Graph 17: top five ways of accessing the internet, men by age, July 2017
    • Interest in greater diversity in advertising
    • Graph 18: men's interest in diversity in advertising, October 2019
    • Graph 19: interest in diversity in advertising, men vs women, October 2019
    • Graph 20: interest in seeing more diversity in advertising, men by age, October 2019
    • Graph 21: interest in seeing more diversity in advertising, men by age, October 2019
    • Attitudes towards stereotypes in advertising
    • Graph 22: men's attitudes towards stereotypes in advertising, October 2019
    • Graph 23: agreement with selected statements on stereotypes in advertising, by age, October 2019
    • Graph 24: agreement with statements on diversity in advertising, by age, October 2019
    • How to make advertising memorable
    • Graph 25: memorable elements in advertising campaigns, men, October 2019
    • Graph 26: memorable elements in advertising campaigns, men vs women, October 2019
    • Graph 27: "I am more likely to remember advertising campaigns that…" men by age, October 2019
    • How men respond to advertising
    • Graph 28: men's behaviours around advertising in the last 6 months, October 20189
    • Graph 29: men's behaviours around advertising in the last 6 months that are positive for brands, by age, October 2019
    • Graph 30: men's behaviours around advertising in the last 6 months that are negative for brands, by age, October 2019
    • Attitudes towards social stereotypes
    • Graph 31: men's attitudes towards social stereotypes, October 2019
    • Graph 32: attitudes towards social stereotypes, men vs women, October 2019
    • Graph 33: men's agreement with gender-based social stereotypes, by age, October 2019
    • Graph 34: men's attitudes towards age- and relationship-based social stereotypes, by age, October 2019
  4. Launch activity and innovation

    • Graph 35: product launches with a male claim, by category, Jan 2016-Dec 2019
  5. Appendix

    • Appendix – consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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