New opportunities arise in catering to the 'manopausal' man
Although the 'manopausal man' has always existed, there is now a heightened focus on this consumer segment by FMCG brands as they recognize the unique needs of this group.
Today’s males are not shy about taking care of their appearance and expressing their masculinity, as shown by the growing acceptance of 'metrosexuality' in society.
According to Datamonitor, considerable opportunities exist for food and drink brands to explore new 'high testosterone' ingredients and for personal care brands to innovate with products that claim to reduce and combat signs of ageing, making consumers feel more energetic, revitalized, youthful, and 'manly.'
"Understanding consumer attitudes and the lifestyle characterizing the “manopausal man” can provide numerous opportunities for personal care brands to capitalize on," analysts report.
Anti-ageing claims are most appealing
This has led to men experimenting with several methods to retain and increase testosterone levels, and also created a booming male toiletries market.
Supplement therapy can increase a sense of wellbeing, muscle mass, and strength. Significant potential exists to incorporate these features into personal care products targeted at men, such as toiletries and grooming products.
This currently takes the form of an external supplement, such as gels, patches, and injections.
Anti-ageing claims (in food and drink, as well as male grooming products) are reported to be the most likely to appeal to men going through 'manopause'. Many personal care products are already ideally positioned to meet the needs of consumers in this age group.
For example, Urth Skin Solutions for Men, an anti-ageing shaving cream and hydrating treatment launched last year in the UK, claims to offer a more youthful appearance by reducing surface lines and enhancing firmness.
For men who prefer to go down a more clinical route, testosterone replacement therapy is also an option, so there is an opportunity for pharmaceutical companies to tailor their offering to this consumer group.
