The country in which the men shave the legs, the relation that has the French with shaving the armpits. The countries with majors product sales of personal care.
The product market of personal care
In 1985, only 25% of the men bought products of shaved and well-taken care of personnel (friendly, spouses and mothers were in charge to buy them for 75% rest); in 1998 this tendency grew until a 52%, and in 2004, this number reached 69%(1).
With the growth of the numbers of buyers, they increased to the amount of products for the care of the skin and of masculine creams depilatorias (also of creams for the hair care); it can say that the men have begun to dedicate themselves to their appearance and to take care of their aspect.
Do the men shave the legs?
The research center of the Procter&Gamble company made a study on the opinion of the men about the corporal hair and the length that these prefer: they were them showed that the Brazilians are the one who shave more, while the French are the one who except do it(2).
The participants of the survey had to indicate the length who consider ideal for the hairs of the legs, groins, armpits and chest: in the table of results, a greater number indicates that the hair must be longer. In order to compare the results, the average of each country calculated.
Germany
- Legs - 5/5
- Groins - 3/5
- Armpits - 1/5
- Chest - 3/5
The Germans are very strict with the hairs in the face and the body: the German product market to shave is greatest of Europe (22% of the sales in the continent and a total of 130 million Euros in 2010), occupying the third position at world-wide level after the United States and Brazil(3).
The Beiersdorf company, without doubt, is leader in product sales of personal care for men; for brand Nivea Men, that is part of this commercial group, is bought by 22% of the Germans. On the other hand, the Procter&Gamble company produces 47% of products to shave itself(4).
Spain
- Legs - 1/5
- Groins - 3/5
- Armpits - 3/5
- Chest - 1/5
In spite of the crisis and the slow economic growth, Spain occupies the second place at European level in the sale of products of shaved and masculine care (almost 51 million Euros in 2010(3)). In fact, the Spaniards do not consume brands of multinational companies, but local products (deprive labels to you).
Unlike men of other countries, to the Spaniards they like the hairs neither in the chest, nor in the legs, and in resistance they leave without shaving parts like the armpits and the beard. The products for masculine shaving (for example, for Veet Men) are common and they are sold in each supermarket and lies down.
France
- Legs - 5/5
- Groins - 3/5
- Armpits - 3/5
- Chest - 2/5
The typical style of the French men includes the beard of three days, this influences in the relation that they have with respect to the corporal hair: the French prefer to be “to naturelle” and not to shave nor to shave no part of their body.
Apparently, she is therefore, that the leadership in the product sale to shave has it, not them razors manuals, but the electrical ones. In addition, the companies Phillips, Braun and Babyliss have sent to the market new instruments for the care of the beard.
Brazil
- Legs - 4/5
- Groins - 1/5
- Armpits - 1/5
- Chest - 1/5
The Brazilian market of products to shave and personal care has the greater growth at world-wide level, increasing in a 20-40% every year. According to some prognoses, towards 2015 this one it will be the greatest market of the world, surpassing, even, to the United States(3).
From year 2011 and occupying 46% of the market, the company Procter & Gamble do Brazil invests in the development of its Gillette brand. In addition, and without considering the modest levels of sales, this company sends to the market new line of products for the care of the skin(4).
Russia
- Legs - 5/5
- Groins - 3/5
- Armpits - 2/5
- Chest - 2/5
In spite of the conservatives who usually are the men of Russia and Eastern Europe as regards the personal care, the Russian product market to shave occupies the fifth place at world-wide level, which does one of the greatest markets of Europe.
The greater percentage of sales in the Russian market has creams and razors manuals, whereas the face deodorants and creams are characterized to have a small percentage of sales. 52% of the market have it the Gillette brand, the second place is of Nivea for Men (9%)(4).
***
The opinion that has the people of different countries about the corporal hair difference: the Spaniards prefer to take beard and to shave their legs, whereas the French do not shave anything. Towards year 2015, Brazil will be number one at world-wide level in product sales to shave.
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Literary sources:
- Men's grooming industry: Steal for Time emerging markets to the show, source
- Body grooming and to hair removal for men around the world, source
- Glowing growth for European mens grooming market, source
- Men's grooming market research, Euromonitor, source
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