New Trends in the Male Product Market

April 5, 2013
2 min read

Trend Observation: Brogurt

A company called Powerful Yogurt has introduced a Greek yogurt line just for men. The black, single-serving containers feature the tagline “find your inner abs” and claim to “provide active men with superior protein source.” Powerful Yogurt’s products are all-natural and its website explains that the aim behind the line was to create a product that wasn’t another “muscle meal” that had been “engineered in a lab and contained a list of hard-to-pronounce ingredients.”

Just for him

Male consumers are becoming more aware of their appearance in ways traditionally associated with females. Mintel’s Salon Services US June 2012 report found that 17% of 18-34-year-old men have got manicures/pedicures at salons while 21% have gone into a salon for waxing. We’ve seen a variety of personal care items developed especially for men and more men are taking their health and fitness seriously leading up to important life events. And when it comes to health and fitness, specially created programs aim to appeal to men who might be put off by activities or products which are popular with women. This new yogurt line has a similar goal–to reach men who can benefit from the product but who don’t respond to traditional feminine marketing and packaging. Anytime a brand or company can fine-tune a product–or its marketing–to more successfully reach a demographic who has stayed away from the category for one reason or another, it is likely to find a new pool of customers.

For a deep and complete analysis of the current situation of the Salon Services industry in USA, Mintel published the following market research:Salon Services Industry in US

This is an observation from our Inspire trend Girly Men which looks at the changing definition of masculinity. For the latest trends and observations on Inspire click here.

Catherine Cottney
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