RESEARCH MAN UP
A number of new studies highlight that men are becoming more interested in wellness and spas. We outline the findings, including the key attributes of this audience that’s ripe for the picking
KATE CORNEY, PRODUCT EDITOR, SPA BUSINESS Male Consumer Insights Volume IV, ISPA C
arried out by Pricewaterhouse- Coopers (PwC) for ISPA, the fourth Male Consumer Insights
study was based on a sample of 1,005 male consumers in the US and didn’t target spa-goers in particular. According to the research, which was
revealed in October, 49 per cent of men who chose not to visit spas said cost was the biggest deterrent, with 29 per cent saying they didn’t see any perceived ben- efits and 19 per cent feeling that spas are for women. Eighteen per cent said there were no spas in their area, while 17 per cent didn’t have enough time or said they wouldn’t feel comfortable visiting a spa. That “none of my friends go” was a reason given by 14 per cent of men surveyed. The most requested treatment was
massage (83 per cent). The second most popular reason to go to a spa was for a fit- ness class (43 per cent). This was followed in popularity by pedicures (37 per cent), manicures (33 per cent), facials (31 per
Spa Industry Research, Stenden Rangsit University
U
43 per cent of men go to spas for fitness classes, but 83 per cent go for massage
cent), aromatherapy (24 per cent) and body scrubs (23 per cent). PwC found the average male spa-goer lives in a household that earns over US$50,000 (€00,000, £00,000) per annum and is most likely to be at manager level or above.
ndertaken by Thailand’s Stenden Rangsit University with the Thai Spa Association,
this survey is based on 463 current and potential spa-goers, 35 per cent of who were men (see SB13/4 p86). It also sur- veyed Thai spa operators. It found that in the last few years the numbers of male spa-goers have increased. They prefer massages and especially want authentic treatments which are perceived to be traditional without new-age thinking. More than half (58 per cent) of the men said they also prefer to visit with another person. It also showed that men spend slightly more per treatment – THB1,372 (US$43, €33, £27) or higher – than women who spend around THB1,000 (US$32, €24, £20) or lower. Products wise, they prefer well-known profes- sional spa brands, while women opt for in-house ranges, and 68 per cent of the male spa-goers prefer organic products.
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SHUTTERSTOCK.COM/ JEANETTE DIETL
SHUTTERSTOCK.COM/ ZAI ARAGON
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