Beards have been making a comeback in recent years, and for many men, they’re more than just a fashion statement. Whether it’s a full beard, a bit of stubble, or a clean shave, the way a man grooms his facial hair can say a lot about him. As a player in the category, you need to stay on top of the latest trends and consumer preferences to ensure your brand stays relevant and competitive. That’s why we conducted a comprehensive study on the beard-grooming habits and beard trimmers usage among consumers in five different countries: Germany, Spain, France, Italy, and the United Kingdom. In this article, we’ll take a deep dive into the results of our research and provide insights that will help you better understand your target market and develop effective marketing strategies.
Cross-Country Consumer Profile
How we defined the perimeter of the research and the outcome of a deep- dive into men’s beard grooming habits.
Our samples were representative of the population in terms of age and geographical area in each of the countries. For the sake of this research, we interviewed men who have a beard and/or a mustache with the objective of gaining a deeper understanding of the beard trimmer consumer.
REASONS TO HAVE A BEARD/MUSTACHE
AESTHETICS
As shown in the graph below, the majority of men choose to grow a beard for aesthetic reasons. According to the data we collected, a cross-country average of 72.6% of men surveyed reported that the main reason they grow a beard is for its visual appeal.
Breaking the “aesthetics” category into individual and specific motivators, further analysis of the data reveals that this trend is particularly evident in Spain and the UK, where 48% and 45% of respondents respectively reported thinking they look better with a beard than without. This is the most predominant reason across all countries.
The survey also found that Germans believe that having a beard makes them look more “manly” (33%). It’s important to note that the concept of “manliness” and its association with facial hair may have different cultural roots in different parts of the world. For example, in some cultures, a full beard may be associated with wisdom and experience, while in others, a well-groomed mustache may be seen as a sign of sophistication.
Alas, trendiness was also found to be an important motivator for growing a beard in Germany (21%), France (25%), and Italy (21%).
EXPERIENCE
While aesthetics and cultural expectations were found to be key motivators for men to grow a beard or mustache, the survey also revealed that the “experience” of facial hair was a significant factor for many respondents. In fact, men across all countries surveyed reported that the experience of shaving was often unpleasant or annoying (Average 29.6%; Median 30%).
In addition to this, the survey found that a strong drive to try something new was also a key motivator for men to grow a beard or mustache, in all countries but France.
However, it’s worth noting that peer pressure was not declared as an important reason for men to grow facial hair. This suggests that while men may be influenced by their cultural surroundings, they are primarily motivated by their own personal preferences and experiences when it comes to grooming.
UTILITY/HYGIENE
The utilitarian and hygienic reasons were a close third in the UK. Men in Spain (23%), Italy (23%) and the UK (22%) reported skin irritations and imperfections as a common problem associated with shaving, with many feeling that growing a beard or mustache was a way to avoid these issues. It’s clear that many men in these countries see growing a beard or mustache as a way to alleviate this problem and improve their overall grooming experience.
Interestingly, the survey data also found that 26% of British respondents reported that keeping their face warm was an important reason for growing a beard or mustache. This suggests that there may be practical aspects to facial hair that vary largely from one country to another, especially when weather is involved. As a matter of fact, we could observe Spain (9%) to be the least concerned about how a beard can contribute to facial warmth, as it is also, on average, the hottest country among the 5 surveyed.
In terms of hygiene, the survey data indicated that this aspect was largely overlooked by most countries. However, in the UK, 9% of respondents reported hygiene as a reason for growing a beard or mustache.
AGE PERCEPTION
According to the survey data, men in Germany (28%), France (24%), and the UK (28%) were most interested in growing a beard to look more mature. This is an interesting finding as it suggests that, in these cultures, facial hair is seen as a symbol of maturity and perhaps even authority.
Although the countries we surveyed seemed more motivated by looking mature, rather than younger, it’s worth noting that this perception of facial hair is not universal. In some cultures, for example, beards are associated with youth and vitality. This can be seen in countries such as India and Iran. In these cultures, growing a beard is often associated with entering adulthood or reaching a certain level of social status.
It’s also worth considering the ways in which the perception of age can change over time. In the past, for example, beards were often associated with old age and wisdom. This is reflected in historical figures such as Confucius, who is often depicted with a long beard as a symbol of his intellectual prowess.
Overall, this survey highlights the complex motivations behind men’s decisions to grow a beard. While aesthetics and experience are the main reasons, more practical, cultural, social, and individual factors also play a role. As attitudes towards male grooming continue to evolve, it will be interesting to see how these trends change over time.
Our research continues with an in-depth look at brands in the beard trimmer category and its competitive landscape. We measured brands’ awareness and salience and conducted a comprehensive analysis of their positioning by comparing it with the most relevant image attributes, thus identifying valuable areas in the industry that can represent a differentiation opportunity for incumbents and new players.
Want to learn more about the most relevant brand attributes for consumer and how strong each individual brand is in relation to them?
To get a presentation of the full report, contact us by clicking below:
