According to Mindbody’s 2021 Wellness Index, the industry’s official trend forecast based on consumer behaviors, men are more likely than women to book services for facials, body hair removal, Botox or similar fillers, full-body skin treatments, and even permanent makeup or eyebrow tinting/microblading. With an average annual health and wellness spend of $1,800 (as opposed to female annual spend of about $1,000), that means men have the potential to be a business’s most profitable customers.
Other men’s wellness trends learned from the 2021 Wellness Index include:
- In 2019, women spent an average of $43/month on salon/spa services and men spent an average of $39/month. However, that flipped in 2020, with men outspending women on salon/spa services with an average of $52/month as opposed to $42/month for women.
- Some beauty and grooming services that men tried during the pandemic include:
- Facials (18% of men vs. 13% of women)
- Advanced skin care (14% of men vs. 7% of women)
- Body hair removal (12% of men vs. 11% of women)
- Botox or similar fillers (4% of men vs. 3% of women)
- Full-body skin treatments (13% of men vs. 6% of women)
- 47% of men were interested or very interested in having a massage therapist visit them at home, as opposed to 33% of women
- 47% of men agreed or strongly agreed that beauty/grooming treatments like facials and hair services are a necessity vs. 36% of women
- During the pandemic, 40% of men agreed or strongly agreed (vs. 25% of women) they were more interested in trying low-touch spa services such as cryotherapy, salt caves, infrared saunas, etc.
The Mindbody Wellness Index looks at American wellness across all seven dimensions: physical, emotional, intellectual, spiritual, environmental, social, and occupational. This year, Mindbody added questions regarding how months of pandemic living have affected the mental and physical health of Americans.