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UK Marketing to Men market report

Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

What you need to know

The men’s marketing landscape has become saturated with images of hyper-athletic male models and high-profile sportsmen, meaning that these types of campaign no longer offer the brands behind them the same level of differentiation they may once have enjoyed.

Today’s men value role models that are considerate and hardworking above those that are in good physical shape, indicating that brands can breathe new life into marketing strategies by considering a move away from aesthetics and towards a focus on the actions and beliefs of brand ambassadors. With strong agreement from men on issues of gender equality, in both the workplace and the home, brands could particularly benefit from championing the role they play in creating a fairer society.

Expert analysis from a specialist in the field

Written by Jack Duckett, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Marketing aimed at men continues to be heavily focused on high-achieving sportsmen and well-groomed male models, offering the brands behind them little differentiation in the minds of those they are targeting. This paves the way for brands to take a different approach in their campaigns, such as featuring role models that tap into men’s strong belief in equality and family. Jack Duckett
Lifestyles Analyst

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • Marketing to disengaged older men
            • ‘Healthy living’ can lead to unhealthy lifestyles
              • University gender gap widens
                • The consumer
                  • Travel tops men’s plans for the next three years
                    • Figure 1: Men’s plans for the next three years, November 2016
                  • Sports lead men’s hobbies
                    • Figure 2: Men’s main hobbies and interests, November 2016
                  • Considerate, hard-working, family men
                    • Figure 3: Facets of a good male role model, November 2016
                  • Dads struggle for a better work-life balance
                    • Figure 4: Factors causing stress for men, by parental status, November 2016
                  • Helping employees take a healthier approach to beating stress
                    • Figure 5: Approaches to managing stress, November 2016
                  • Men champion gender equality
                    • Figure 6: Men’s attitudes towards gender equality, November 2016
                  • What we think
                  • Issues and Insights

                    • Men as champions for gender equality
                      • The facts
                        • The implications
                          • Focusing on ‘real’ male role models
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Marketing to disengaged older men
                                  • Promoting mental health
                                    • Nurturing the next generation
                                      • ‘Healthy living’ can lead to unhealthy lifestyles
                                        • University gender gap widens
                                        • Market Drivers

                                          • Marketing to disengaged older men
                                            • Figure 7: Trends in the age structure of the UK male population, 2011-21
                                          • Nurturing the next generation
                                            • Young men drive healthy living trend
                                              • Figure 8: Changes in men’s perceptions of their health, by age, August 2016
                                            • ‘Invisible Men’ disappear
                                              • Men enjoy healthy financial situation
                                                • Figure 9: Financial situation amongst men, by age, November 2016
                                              • University gender gap widens
                                                • Figure 10: UK-domiciled 18 year old entry rates for UK universities, by gender, 2006-16
                                              • Shared parental leave at less than 1%
                                              • The Consumer – What You Need to Know

                                                • Travel tops men’s plans for the next three years
                                                  • Sports lead men’s hobbies
                                                    • Young men prove most interested in health/exercise
                                                      • Considerate, hard-working, family men
                                                        • Encouraging men to prioritise their mental health
                                                          • Dads struggle for a better work-life balance
                                                            • Men champion gender equality
                                                              • Promoting realistic male role models
                                                                • The rise of unisex
                                                                • Future Aspirations

                                                                  • Travel tops men’s plans for the next three years
                                                                    • Figure 11: Men’s plans for the next three years, November 2016
                                                                  • Helping young men get onto the career ladder
                                                                    • Figure 12: Selected men’s plans for the next three years, by age, November 2016
                                                                    • Figure 13: LifeSkills created with Barclays Facebook screen grab, January 2017
                                                                  • Re-engaging older men
                                                                  • Men’s Hobbies and Interests

                                                                    • Sports lead men’s hobbies
                                                                      • Figure 14: Men’s main hobbies and interests, November 2016
                                                                      • Figure 15: Dove Men+Care Real Strength campaign, January 2016
                                                                    • Young men prove most interested in health and exercise
                                                                      • Figure 16: Proportion of men who cite “health/exercise” among their main hobbies/interests, by age, November 2016
                                                                    • Using hobbies to engage older male audiences
                                                                    • Life Skills

                                                                      • 76% of men feel confident they can cook a meal from scratch
                                                                        • Figure 17: Men’s confidence in cooking and baking, November 2016
                                                                      • ‘Man caves’ under threat
                                                                        • Figure 18: Men’s confidence in selected life skills, November 2016
                                                                      • Men enjoy confidence in finance
                                                                        • Figure 19: Men’s confidence in looking after the household finances (eg paying bills and organising direct debits), by age, November 2016
                                                                        • Figure 20: NatWest’s MoneySense initiative, December 2016
                                                                    • What Makes a Good Male Role Model?

                                                                      • Considerate, hard-working, family men
                                                                        • Figure 21: Facets of a good male role model, November 2016
                                                                        • Figure 22: Vitabiotics Wellman campaign featuring David Gandy, June 2016
                                                                        • Figure 23: White Ribbon UK campaign, December 2016
                                                                      • Encouraging men to prioritise their mental health
                                                                        • Figure 24: The importance of physical and mental health for a good male role model, by age, November 2016
                                                                    • Dealing with Stress

                                                                      • Money worries prove top cause of stress
                                                                        • Figure 25: Factors causing stress for men, November 2016
                                                                        • Figure 26: Proportion of men who cite “money” as a stress factor, by age, November 2016
                                                                      • Dads struggle for a better work-life balance
                                                                        • Figure 27: Factors causing stress for men, by parental status, November 2016
                                                                      • Stress-busting exercise
                                                                        • Figure 28: Methods of dealing with stress, November 2016
                                                                      • Helping men to seek help
                                                                        • Figure 29: Selected methods of dealing with stress, by age, November 2016
                                                                    • Attitudes towards Equality

                                                                      • Men champion workplace equality
                                                                        • Figure 30: Men’s attitudes towards gender equality, November 2016
                                                                        • Figure 31: The Equality Movement campaign, April 2015
                                                                      • Over one in five men identify as a feminist
                                                                        • Figure 32: Elle Magazine’s “This is what a feminist looks like” campaign, October 2014
                                                                        • Figure 33: Agreement with the statement “I would describe myself as a feminist”, by age, November 2016
                                                                      • Promoting realistic male role models
                                                                        • Figure 34: Men’s attitudes towards gender representation in advertising, November 2016
                                                                        • Figure 35: Screengrab from Jacamo’s #RealManRunway campaign, October 2016
                                                                      • The rise of unisex
                                                                        • Figure 36: Men’s attitudes towards gender representation in advertising, November 2016
                                                                        • Figure 37: MAC Brant Brothers campaign, May 2016
                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                      • Abbreviations
                                                                        • Consumer research methodology