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.
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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.
What you get
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.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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