Global Grooming Habits Revealed

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When does most personal grooming occur? According to new data from RealityMine, 7:00 AM, followed by 9:30 PM.

According to the latest research, drawn from 4,504 panelists* from the United States, Australia, France, Mexico and Russia, consumers conduct their grooming alone (80%) and in conjunction with/adjacent to activities such as TV watching (45%), engaging with their mobile devices (44%), eating, doing chores and relaxing.

Previously: Global Grooming Routines

Earlier research from Euromonitor shows that women spend 42 minutes grooming every day, while men spend 28 minutes.

About 37% of consumers reported being tired during evening routines. Overall, grooming appeared to boost people's confidence and happiness.

Further reading: Seasonal Beauty Routines

Key findings:

  • About 37% of consumers reported being tired during evening routines. Overall, grooming appeared to boost people's confidence and happiness.
  • After TV, mobile and computer, radio is the next most popular media channel, with 21% tuning in during personal beauty sessions.
  • Morning is the time of day when people around the world are most likely to tune in to radio while getting ready for the day.

Further reading: Makeup Rituals = Love?

Regional Differences

  • While most consumers around the world groom during the two specific times cited above, Mexican consumers groom frequently throughout the day. Mexicans are also more likely to be in company of siblings or other family (28%) during grooming times. While only 26% of French panelist used mobile during their personal care sessions, the usage among Mexicans was twice as high (53%). Mexicans feel distinctly more confident (42%) during beauty routines than their global counterparts.
  • French consumers are likely to link hobbies (most often conducted in the afternoons) with their grooming routines. The French panelists were the least likely to consume digital media and most likely to consume printed media, similar to results seen in Australia. Only 26% of French panelist used mobile during their personal care sessions.
  • Drinking is the most common activity during grooming for Russians, according to the RealityMine data. In addition, they are more likely to not be alone during their routines, compared to their global counterparts. Who are they with? Their partner (75%), children (64%) or pets (40%).
  • Nearly half of Australians reported feeling tired while they were grooming, though they also reported more happiness (63%) than other countries. They were also the least likely to consume digital media and most likely to consumer printed media.

*The RealityMine respondents reported their behavior via electronic diary.

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