Men are more likely than women to go online to buy beauty and grooming products, with 60 per cent aged 18-34 heading to the web for their purchases.
According to market researcher Mintel, which conducted the US-based research, retailers should consider targeting marketing efforts towards this largely untapped consumer in the beauty category.
By comparison, 52 per cent of women from the same age group, and 41 per cent of males over the age of 55, prefer to buy online.
Mintel's beauty and personal care analyst Shannon Romanowski said time saving and convenience were reasons men liked to buy online.
"Additionally, the internet allows for a level of anonymity when shopping for products that may be a bit embarrassing to shop for in person like anti-aging or hair thinning products, particularly for men."
Facial skincare, fragrance and makeup were the most purchased products online across consumer groups.
Romanowski said this could be due to their longer purchase cycles, which means consumers may not mind waiting longer for shipping.
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