Men Go Shopping - But With Different Values

We identified the trend towards "male peacocks" in the mid-90s - way before metrosexuals and "Queer Eye for the Straight Guy." But it's worth a reminder...

What's important to understand about the male grooming opportunity is that while it is real, it may not be what you think. As we see very clearly in our How America Shops® Macro Trends and How America Shops®...Everyday intelligence, men are shopping at levels that make them very appealing customers. Not only for grooming and personal care products, but also for home decorating, food and clothing. They are shopping at significant levels in a wide variety of retail formats.

And while they increasingly demand what women demand when they shop - convenient locations, good value and an easy experience - they need help learning how to shop for unfamiliar categories, and they need it in ways that women do not.

    The Edge