New York, NY – Roughly nine in ten millennial men (94%) and women (89%) living in the US say that they are extremely satisfied with their current deodorant, although nearly six in ten also report having ruined some of their favorite shirts due to underarm sweat/ yellow staining (58% and 56%, respectively). While nearly half (46%) of all millennial men surveyed admit that they have avoided applying deodorant or antiperspirant when wearing a nice outfit to avoid messing up their clothes, only a quarter of millennial women say that they have done the same (24%), according to a recent online study conducted by Ipsos on behalf of Unilever.
- Among both men and women, satisfaction with their current deodorant is rather consistent across demographic groups.
- Among men more specifically, older millennials (30-34), the more affluent (earning over $50,000), those with children living at home, a college degree, and those who are married are not only more likely to say that they have ruined some of their favorite shirts due to underarm sweat/ staining - but they are also more likely to admit they have avoided wearing nice outfits for this reason.
Millennial men (55%) are much more likely to believe that deodorant/ antiperspirant causes yellow stains on the underarm area of their clothes compared to millennial women (41%).
Similarly, while more than half (59%) of 18-34-year-old men consider deodorant/ antiperspirant to be an accessory (i.e. like a watch, bag, etc.), the proportion of women between the ages of 18-34 who feel the same about their deodorant/ antiperspirant drops to just over two in five (44%).
Spotlight on Millennial Men - Shower Power
When it comes to personal hygiene, more than nine (94%) in ten millennial men wish they could keep the shower fresh feeling with them all day, including a majority (58%) who strongly agree with this statement. Older men (97%, ages 30-34) are significantly more likely to agree with this statement compared to those ages 25-29 (91%).
Furthermore, taking a shower is seen to be key when wanting to look and feel their best by another nine in ten millennial men (91%), and similar proportions also believe that a good morning shower positively affects the rest of their day (90%), and is as important as the outfit they choose to wear when it comes to feeling confident (90%).
Most millennial men further agree that taking a shower is the most important part of their grooming routine (89%) – and just under nine in ten (86%) say that when they groom, they are doing it to feel good about themselves (and not because of what others think).
- Older millennials (94%, ages 30-34) are significantly more likely to agree that taking a shower is the most important part of their grooming routine compared to younger millennials (83%, ages 18-24), while they are also much more likely to agree that they groom to feel good about themselves (93% vs. 78%, respectively).
Spotlight on Millennial Men – Personal Beliefs
A large proportion of millennial men surveyed believe that they can be part of the solution when it comes to fixing gender issues/ inequality (85%). Those with children living at home (93%), a college degree (90%), and those who are married (91%) are among the most likely to agree.
Another two thirds say that they sometimes feel pressured to live up to old stereotypes/ideas of manhood (66%), while just under half (45%) find it difficult to be honest and transparent with others. Men who are more affluent (earning more than $50,000 annually), more educated, have children living at home, and those who are married are significantly more likely to agree with both statements compared to their demographic counterparts.
Additional information including findings and methodology is available for download on the right side of the page.
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Ipsos Public Affairs
Ipsos ranks third in the global research industry. With a strong presence in 87 countries, Ipsos employs more than 16,000 people and has the ability to conduct research programs in more than 100 countries. Founded in France in 1975, Ipsos is controlled and managed by research professionals. They have built a solid Group around a multi-specialist positioning – Media and advertising research; Marketing research; Client and employee relationship management; Opinion & social research; Mobile, Online, Offline data collection and delivery -. Ipsos has been listed on the Paris Stock Exchange since 1999.
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