Chinese, Koreans spend least time on grooming
A recent 22-country study found that over three in five (63%) consumers across five Asia Pacific countries put in between one to four hours weekly on personal grooming, with 60 percent from this group saying the time they spend is less than an hour a week.
The GfK-led study revealed that, internationally, women spend an average of almost five hours a week on personal grooming (bathing, shaving, dressing, hair, make-up), while men spend just over three hours. Asia Pacific consumers tend to spend less time than this, with women in this region putting in an average of 4.5 hours weekly.
On a country level, people in China spend the least time on personal grooming. Here, men spend just 2.2 hours weekly—the lowest in the world. Meanwhile, Chinese and Korean women spend only 3.8 hours a week on personal grooming—also the lowest for women amongst all the countries surveyed.
What are the major reasons that motivate people to try to look their best?
The most popular motivation, cited by 60 percent of the total 27,000 people surveyed is to feel good about themselves. This was followed by making a good impression on people they meet for the first time (44 percent) and setting a good example for their children (40 percent).
The top two motivations for Asia Pacific’s consumers are the same as the international findings (46 and 40 percent), but the third most popular reason for wanting to look their best is to feel in control. This is an especially strong motivator in Korea, where it is the second most important factor for consumers.
In China, the most important reason for consumers wanting to look good is to make a good impression on people whom they meet for the first time (55 percent). This is then followed by wanting to feel good about themselves (53 percent) and setting good example for children (46 percent).
Also ranking high on the list as a major reason for wanting to look good is because they feel it is important for their career, as well as to express their individuality (40 and 36 percent respectively) – higher than their other Asian counterparts.
Differences across age groups
Across the full 22 surveyed markets, all age groups agree that feeling good about themselves is the leading major motivation for trying to their best.
Unsurprisingly, for those aged under 30, making a good impression on people they meet for the first time, and making a good impression on people of the opposite sex or those they find attractive rank second and third as the major reasons for looking their best.
For those aged 30 and above, setting a good example for their children is consistent across all age groups as the second most commonly cited motivation. And when it comes to those aged 50 and over, pleasing their spouse or partner makes an appearance as their third most popular major reason.