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Euromonitor International Observes Global Grooming Routines

Posted: July 30, 2014

Continuing to share insights from its “Personal Appearances Survey 2014,” Euromonitor International released an infographic with charts looking at and measuring how long women spend grooming themselves in the morning. According to Euromonitor, the research was partly conducted to answer the question, “Do women around the world monopolize the mirror?”

According to the graphs in the “Grooming Routines Around the World” post, time spent grooming and investment in one’s appearance varies in different markets and cultures around the world. From showers to sponge baths, teeth to nails, the specific grooming practices of various consumer segments were taken into account, and the research showed women around the world do indeed spend a significantly more amount of time grooming themselves then men.

According to the Euromonitor data, citizens of Mexico spent the most amount of time in the morning primping themselves. Women from Mexico spend around 45 minutes or more while men spend just over 30 minutes getting ready in the morning. However, conversely, citizens of Australia spend a significantly less amount of time grooming in the morning, with both men and women spending an average of less 30 minutes getting ready.

The research also shows more than 50% of Latin Americans brush their teeth more than three times per day while 50% of citizens in Asia, Europe, Australia and the U.S. brush their teeth two times per day and around 10-20% only brush once per day. Also, almost 100% of people living in Latin America shower daily while around 60% of people living in Europe or Asia shower once a day. And around 45% of Asians take daily baths while about 10% of Latin Americans, Australians, North Americans and Europeans do. And 50% of people in Mexico wash their face daily, as opposed to 100% of Indians that do.

Graphics also illustrated that, between 2013 and 2018, the per capita retail value of beauty care products in Japan will be between 300 and 350 purchasing power parity (PPP). Brazil follows, then the U.K. and the U.S., with Germany round out the top five. Meanwhile, Indonesia and India are expected to remain below 50 purchasing power parity.