Men Lose Economic Significance But Gain Importance as Shoppers and Consumers of Personal Care Products

While the decline in men's earning ability may affect others' view of their importance as partners or members of the family, marketers see men’s growing significance as consumers of personal care products. Seeing an increase in men as main shoppers in the last 18 to 24 months, Walmart set up sections for men’s personal-care products in 800 stores, and is planning to expand to its other branches. Some observers say an increase in socio-economic pressures on men is driving their interest in personal care products, with American men spending five times more on skin products today than they did 13 years ago. Unilever claims responsibility for two-thirds of the growth in men’s personal care outside shaving in the last five years.