Driven by their busy lifestyles, today’s modern man is embracing the benefits online shopping has to offer when searching for their grooming products .
Tapping into this, subscription-based services like Birchbox Man and TOPPBOX have successfully seized this opportunity, by responding to the time-pressed male consumer in the form of monthly subscription delivery boxes. According to GlobalData’s 2017 Q1 global consumer survey, around a quarter of male millenial shoppers (24%) globally say they purchase their grooming products via online subscription services, compared to 16% of their female counterparts. In contrast, more millenial women than men (75% vs. 71%) globally say they buy their beauty/grooming products in a supermarket, possible while doing their regular grocery shopping.
45% of male consumers aged 25-34yrs globally say they enjoy trying new products, according to GlobalData’s Q3 global consumer survey. So receiving a tailored selection of different grooming products everymonth can drive consumption.
Global: “Do you use the following channels to purchase beauty/grooming products?” (%) by age group 25-34