A global Nielsen consumer report on personalgrooming, and the use of health and beautyproducts and treatments
In a society seemingly obsessed with beautiful people and
celebrity, where unrealistically thin models strut catwalks and
airbrushed photographic images adorn billboards and
magazine covers, over two thirds of consumers the world over
agree the pressure to look good is much greater that it was in
our parents’ day. But that doesn’t mean consumers are
prepared to spend more to enhance their appearance, or go
out of their way to look stylish all the time, according to a
recent Nielsen survey.
The Nielsen Company surveyed 25,408 internet users in 46
markets from Europe, Asia Pacific, North America and the
Middle East about their purchase of health and beauty
products, where they bought them, what influenced their
purchase, and whether mass market produced hair, skin and
cosmetic products were just as good as premium expensive
alternatives. Nielsen also asked consumers about their
personal grooming habits, whether they felt pressured to
look good, what and how often they invested in beauty
treatments, and what they would spend, and on what,
if money were no object.
A global Nielsen consumer report on personal
grooming, and the use of health and beauty
products and treatments
Nearly four in five (79%) of the world’s internet consumers
claim to purchase health and beauty products, led by 93
percent of the Spanish. At the other end of the scale,
however, three of the four Nordic countries topped the
rankings for those that claim not to buy any health and
beauty products, lead by 43 percent of Norwegians, 41
percent of Swedes and 40 percent of Danes.
Th e Nielsen survey found that globally, nearly three quarters
of consumers agree the pressure to look good today is
greater than it was in our parents’ day, lead by over four in
fi ve Vietnamese (88%), French and Portuguese (85%). Th e
pressure was particularly felt by more than three quarters
of respondents in their late teens and early twenties.
And while the pressure is being universally felt, over two
thirds of respondents claimed not to spend much more than
they used to on beauty products and treatments, lead by four
in fi ve Finns, Canadians and Hungarians.
Teens and those in their 20s claimed to spend more than they
used to on beauty products and treatments, while at the other
end of the scale, the older you get, it seems, the less you spend.
Th e Nielsen survey found that the older the respondent, the
less interested they were in spending on products and
treatments to enhance their appearance, or delay the
ageing process.
Twenty-somethings, Brazilians,Portuguese and Greeks the mostdedicated to style
While three quarters of consumers felt under pressure to look
good, less than half said they tried to look stylish at all times.
Women were evenly split on the topic, while 58 percent of
those in the 21 – 24 age group were most likely to maintain
their own standards of style. The older the respondent, the
less inclined they were to try and look stylish all the time.
Around the world, 87 percent of Brazilians claimed to try to
look stylish at all times, followed by the Portuguese (79%)
and Greeks (76%). At the other end of the style scale, four
in five people in Hong Kong said they didn’t try to look
stylish at all times.
Th e Nielsen survey found that people invest in personal
grooming for many reasons, but mostly they do it for their
own sense of well-being. Th is was particularly the case for
73 percent of women and for people aged 21 - 29.
Th ree in fi ve consumers said they invested in personal
grooming to feel better about themselves, while just half said
they did it to look good for their partner, and only two in fi ve
said they did it to attract one! 18 – 34 year olds were most
likely to look good for the sake of their partners, with such
an inclination tailing off the older the respondent! And three
in fi ve 15 – 24 year olds work hard at looking good in the hope
it will help them attract a partner. Over the age of 40, just
under one third try to look good to attract a partner.
Th e Brazilians and Portuguese make most eff ort to look stylish
at all times because it makes them feel better about themselves
(89% and 85% respectively)…while the Vietnamese (81%) and
Indonesians (78%) do it for their partners, and the Greeks are
doing it either for their partner (80%) …or in the hope of
fi nding a new one in the process (73%)!
In the Nielsen survey, more than four in fi ve consumers agreed
that, today, men are more interested in personal grooming than
they used to be. Th is was particularly felt by 94 percent of
respondents in Greece, Portugal and South Africa.
Metrosexuals who spend time and money on looking good
were perfectly ok for close to four in fi ve consumers globally,
getting the big thumbs up from New Zealanders (92%), Danes
and South Africans (91%), Chinese and French (90%).
One third of 15 – 17 year olds disagreed, however!
To maintain or enhance their looks, two thirds of the world’s
consumers focus on taking care of their hair - in conjunction
with a daily skincare regime and regular facial treatment –
and if money were no object, they would continue to care
for their hair, but would spend more on body massages and
teeth-whitening.
According to the world’s consumers, having a bad hair day
is simply not an option when it comes to looking ones best.
Sixty-four percent of consumers invest in daily, weekly or
monthly hair care, compared to just over half (53%) of
those who follow a similar skincare regime. When broken
down by gender, however, nearly three quarters of women
considered a regular skin care regime to be as important as
regular hair care when it comes to looking well-groomed
A global Nielsen consumer report on personalgrooming, and the use of health and beautyproducts and treatments
In a society seemingly obsessed with beautiful people and
celebrity, where unrealistically thin models strut catwalks and
airbrushed photographic images adorn billboards and
magazine covers, over two thirds of consumers the world over
agree the pressure to look good is much greater that it was in
our parents’ day. But that doesn’t mean consumers are
prepared to spend more to enhance their appearance, or go
out of their way to look stylish all the time, according to a
recent Nielsen survey.
The Nielsen Company surveyed 25,408 internet users in 46
markets from Europe, Asia Pacific, North America and the
Middle East about their purchase of health and beauty
products, where they bought them, what influenced their
purchase, and whether mass market produced hair, skin and
cosmetic products were just as good as premium expensive
alternatives. Nielsen also asked consumers about their
personal grooming habits, whether they felt pressured to
look good, what and how often they invested in beauty
treatments, and what they would spend, and on what,
if money were no object.
A global Nielsen consumer report on personal
grooming, and the use of health and beauty
products and treatments
Nearly four in five (79%) of the world’s internet consumers
claim to purchase health and beauty products, led by 93
percent of the Spanish. At the other end of the scale,
however, three of the four Nordic countries topped the
rankings for those that claim not to buy any health and
beauty products, lead by 43 percent of Norwegians, 41
percent of Swedes and 40 percent of Danes.
Th e Nielsen survey found that globally, nearly three quarters
of consumers agree the pressure to look good today is
greater than it was in our parents’ day, lead by over four in
fi ve Vietnamese (88%), French and Portuguese (85%). Th e
pressure was particularly felt by more than three quarters
of respondents in their late teens and early twenties.
And while the pressure is being universally felt, over two
thirds of respondents claimed not to spend much more than
they used to on beauty products and treatments, lead by four
in fi ve Finns, Canadians and Hungarians.
Teens and those in their 20s claimed to spend more than they
used to on beauty products and treatments, while at the other
end of the scale, the older you get, it seems, the less you spend.
Th e Nielsen survey found that the older the respondent, the
less interested they were in spending on products and
treatments to enhance their appearance, or delay the
ageing process.
Twenty-somethings, Brazilians,Portuguese and Greeks the mostdedicated to style
While three quarters of consumers felt under pressure to look
good, less than half said they tried to look stylish at all times.
Women were evenly split on the topic, while 58 percent of
those in the 21 – 24 age group were most likely to maintain
their own standards of style. The older the respondent, the
less inclined they were to try and look stylish all the time.
Around the world, 87 percent of Brazilians claimed to try to
look stylish at all times, followed by the Portuguese (79%)
and Greeks (76%). At the other end of the style scale, four
in five people in Hong Kong said they didn’t try to look
stylish at all times.
Th e Nielsen survey found that people invest in personal
grooming for many reasons, but mostly they do it for their
own sense of well-being. Th is was particularly the case for
73 percent of women and for people aged 21 - 29.
Th ree in fi ve consumers said they invested in personal
grooming to feel better about themselves, while just half said
they did it to look good for their partner, and only two in fi ve
said they did it to attract one! 18 – 34 year olds were most
likely to look good for the sake of their partners, with such
an inclination tailing off the older the respondent! And three
in fi ve 15 – 24 year olds work hard at looking good in the hope
it will help them attract a partner. Over the age of 40, just
under one third try to look good to attract a partner.
Th e Brazilians and Portuguese make most eff ort to look stylish
at all times because it makes them feel better about themselves
(89% and 85% respectively)…while the Vietnamese (81%) and
Indonesians (78%) do it for their partners, and the Greeks are
doing it either for their partner (80%) …or in the hope of
fi nding a new one in the process (73%)!
In the Nielsen survey, more than four in fi ve consumers agreed
that, today, men are more interested in personal grooming than
they used to be. Th is was particularly felt by 94 percent of
respondents in Greece, Portugal and South Africa.
Metrosexuals who spend time and money on looking good
were perfectly ok for close to four in fi ve consumers globally,
getting the big thumbs up from New Zealanders (92%), Danes
and South Africans (91%), Chinese and French (90%).
One third of 15 – 17 year olds disagreed, however!
To maintain or enhance their looks, two thirds of the world’s
consumers focus on taking care of their hair - in conjunction
with a daily skincare regime and regular facial treatment –
and if money were no object, they would continue to care
for their hair, but would spend more on body massages and
teeth-whitening.
According to the world’s consumers, having a bad hair day
is simply not an option when it comes to looking ones best.
Sixty-four percent of consumers invest in daily, weekly or
monthly hair care, compared to just over half (53%) of
those who follow a similar skincare regime. When broken
down by gender, however, nearly three quarters of women
considered a regular skin care regime to be as important as
regular hair care when it comes to looking well-groomed
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