Male vs.

Female
Gender Marketing Insights
The Nielsen Company
Nielsen’s commitment to deliver you the
Bigger Picture in Vietnam
Today

• What makes men and women tick?

• Male grooming...a growing opportunity?

• Where do we start?

• Question and Answer

Research Design

Nielsen Qualitative Study Nielsen Quantitative Study

12 Focus Group Discussion (FGD)
n = 600 (300 males and 300 females)
HCMC= HN = 6 FGDs
HCMC = HN = 300
Males and females
15- 50 years old
18- 45 years old
HIB class ABCD
HIB class ABC

Nielsen Retail Audit Nielsen Vietnam

Generation V study
Data up to May 2010
Based on 5 FMCG categories for men November 2009
Covering 36 cities of Vietnam n=273 (HCM, HN)
and total Thailand and Korea Males & Females
15 to 24 years old
HIB all classes
Macro Economic data
Vietnam Government Statistics Office
 What
makes men
and women
tick?
The Female Brain is Wired Differently Than
the Male Brain
a larger prefrontal cortex
/seat of reason/

a larger insula
/center of “gut feelings”/

a larger anterior cingulate cortex

/seat of worry/

a larger corpus callosum, the region

connecting the two hemispheres of
the brain
/greater ability to multi-task and see
“big picture” connections/

a smaller amygdala
/sex and aggression/

2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 6

Attraction is more than skin deep

Attraction Levers

Personality
Appearance Success

Knowledge Appearance
Expectations are similar but women
are in it for the long-term

He said… She said..

Well behaved/ Polite Well behaved/ Polite

Family-oriented Family-oriented

Understanding Understanding

Self-confident Stable job

Stable job Self-confident

Ideal Man
“Manliness in looks “Family man”
and manner”
Men are different so women need to
be understanding

He said… She said..

Decent manners when

Family-oriented
speaking
Decent manners when
Family-oriented
speaking

Well behaved/ Polite Well behaved/ Polite

Feminine looking Tidy looking

Understanding Feminine looking

Ideal Woman

“Well-groomed, takes “Family first, good

care of family” with in-laws”
 Traditional roles still abound
Smart,
Smart,
Emergence of female
Bread
Bread
macho,
macho, bread winners
winner
winner
successful
successful 30% earning for self/
family
Pillar
Pillar and
and
Expect
Expect to
to Protector
Protector Home-
Home-
do
do big
big maker
maker
things
things
Gentle,
Gentle, Care-
Care-
feminine
feminine giver
giver
submissive
submissive
What men really want &
What women find attractive =
SUCCESS Weak/
Weak/
Needs
Needs
protection
protection
“All males want to earn a lot of
money…that’s going to get females’
respect and attraction”
 Expectations and aspirations drive
value of appearance

88% Appearance is
important

% Very % Very
Impt Impt

I want to be respected by others 52 I want to be respected by others 56

Tools for
I want to feel confident to the success I want to feel confident to the
47 49
people I meet people I meet
I want to be attractive to the I want to create a professional
34 32
opposite sex image at work
I want to create a professional
29 I want to look good for myself 31
image at work
I want to be attractive to the
I want to look good for myself 26 25
opposite sex
I want to stand out from the
25 I want to stand out from the crowd 23
crowd
How far can you go for the sake of
appearance? Cosmetic surgery?

83% Agree

I think people
could make good
use of cosmetic
surgery, but do not
go too far by
having a lot of
things to be fixed

Both genders will not go this far!

Men use accessories but women expect
men to smell good as well
Products men use Products women
to attract women expect men to use

Clothes (97%)
Clothes (86%)

Mobile Mobile
phones (94%) phones (66%)

Shoes (87%) Motorbikes (65%)

Motorbikes (82%) Shoes (64%)

Personal care Perfume/

products (56%) Cologne (40%)
Women could use more scent and sparkles

Products women Products men expect

use to attract men women to use

Clothes (96%) Clothes (87%)

Shoes (87%) Perfume/

Cologne (79%)
Mobile
Shoes (64%)
phones (85%)

Personal care Accessories/

products (77%) Jewelries (55%)
Personal care
Motorbikes (67%) products (53%)
Key findings &
Implications

• Traditional values remain well entrenched though they are being

challenged
• Women tend to have a longer term view on men
• Clothes make the man and the woman!
• Men – accessories (mobile phones, motorbike, cologne..)
• Women - scent, shoes and sparkles to make their mark with the
opposite sex
 Male
Grooming
~ A growing
opportunity
 Confidence gained from appearance is
driving curiosity for personal care products
Motivation for using
Products interested to try
Personal Care Products
[Males]
76
To be more confident Electronic devices (79%)
74

To have a good personal 68 Personal care (55%)

hygiene 64
Beverages [Beer] (52%)
39
To look good for myself
72 Finance (12%)

To attract the opposite 37

sex 33 I think it’s quite
Males good when males
It is common for also groom for
To have a good 23
males to use themselves. I’d be
impression to others 29 Females
personal care. proud of my
Grooming is a boyfriend if he’s
way to show our well-groomed and
respect to others. confident.
 The grooming evolution

• Males look for simple

products that have clear Sophisticated
functionality and problem
solving benefits

• Males care more about

their hair, their clothes &
shoes than their face &
body.

• Certain sophisticated
needs are yet to be
recognized
• Females are willing to
invest more time and effort
in personal care/ personal
grooming

• Females care about their

body from top to toe and
are willing to use almost
any products to look better
Basic & feel better
 High potential to expand basic
products for men
Sophisticated
Ave 5.5 products used
Shampoo 100
Razors 93
Shaving cream 74
Deodorant 71
Ave 7.9 products used
Hair gel 56
Shampoo 100
Body wash 53
Body wash 97
Fragrances 34
Hair conditioner 97
Hair conditioner 31
Facial wash 89
Facial wash 31 Cosmetic 84
Fragrances 71
Deodorant 62
Lipcare 60
Facial moisturizer 56
Body lotion/cream 51
Basic Hair gel 19
 The potential for men’s PC products is real
with growth seen in the market

Category Men segment

100
81
80
60 43
Men Vs. UNISEX – TOTAL 6 CITIES-NEW 40
22
– VOLUME % Chg YA 20 5
16
9 6 6 6
16
4
2 (2) (3) 1 (1) (2)
0
-20

g
er
e

e
nt

ne
o

in

in

ar
ac
po

as
s

ra
(20)

og
l

or

C
an

ty
tF

lW
m

do
-40

ol
Men Segment Women/ Unisex

ol
rS

ps
le
a

eo

rC

C
Sh

a
oi

Li
ai
on
D
M

ai
H
rs

H
Pe
27
24

14 131
140 Category Men segment
11 120
100
73
80 57
60
3
40 17 22 18
20 1 3 6
0
Shampoo Deodorant Facial Cleanser Shampoo Hair Facial Hand&Body Personal Deodorant
(4) Conditioner Cleanser Lotion Wash
 How to spark the evolution
Pay attention
Keep it simple at first to needs
Expectations from personal Important benefits
care products • Refreshment (36%)
• Simple/ easy to use (62%) • Anti-aging (27%)
• Fragrance for men (59%) • Deep cleansing (15%)
• Product design for men (35%)

Don’ts

Barriers for using

• Make it too complicated (51%) Males and females have
• Make it a waste of time and money different characteristics ~
(35%) different skin types and
• Make it for females only (31%) different conditions;
therefore there should be
different product lines. We
males will welcome any new
for-men ideas as long as
they serve different needs.
 How to spark the evolution
Pay attention
Keep it simple at first to needs
Expectations from personal Important benefits
care products • Refreshment (36%)
• Simple/ easy to use (62%) • Anti-aging (27%)
• Fragrance for men (59%) • Deep cleansing (15%)
• Product design for men (35%)

“It is not necessary to

have smooth & supple
Don’ts skin like females want. I
only wish my skin is
Barriers for using clear and acne-free. I
• Make it too complicated (51%) don’t like too white skin
• Make it a waste of time and money as it might reflect a
Males and females have
(35%) weak and kind of
different characteristics ~
• Make it for females only (31%) feminine image”
different skin types and
different conditions;
therefore there should be
different product lines. We
males will welcome any new
for-men ideas as long as
they serve different needs.
 Learn from the females
Product Usage More needs, more
Shampoo 10 100 benefits, more
products
Body wash 14 97

Hair conditioner 15 97
For me, using
moisturizer and body
Facial wash 19 89
lotion is critical as it
helps to keep my skin
Cosmetic 24 84
smooth and moist.
Also they help to
Fragrances 19 71 prevent skin aging.
Current use Facial wash can only
Deodorant 11 62 keep your face clean.
Will use more It’s not sufficient for
Lipcare 22 60 the skin.

Facial moisturizer 24 56

Body lotion/cream 12 51

Hair gel 1719

What’s in store for the future?

“I want to prevent my lips from

dryness…yet most lipcare
products now are for females”
Lip balm
“We stay up late a lot…for
football or work…hence need
Dark-circle to remove eye puffs and dark
circles…and need a strong
remover one as our skin is different
from females”

Hygiene “We definitely need to keep

wash personal hygiene as women…but
none of such products have been
available”

Mini-marts
“I wish there is a supermarket for
for men males only…where I can
comfortably browse and examine
products and prices before buying
what I want”
More products are becoming non-exclusive

Life Insurance
Laptop/PC
Credit cards Lipcare
Body cream/
Cigarettes TVs Toothpaste lotion
Anti-shadow
Mobilephones eyes cream
Beer Bar
Wine
Shampoo Soap Moisturizer
Razors Deodorants Sun block
Shower gel
Facial
Hair Cleanser
Hygiene
Conditioner wash
Milk
Beer
Key findings &
Implications

• There is potential for more sophisticated products for men

• We see the categories growing faster for basic products at this point;
but its likely just the beginning of the story

• Look to other markets (Korea, Japan, Thailand, China) to see what is

growing there but always cater to country and societal nuances

Understand Observe Speak Respond Communicate

Where to
start?
 Point 1 – Catch the Hot Boys
•15 – 24 years old
•Roughly 1.45 million males in HCMC and Hanoi
•Spends VND 357,000 per week

~$555/yr ~$568/yr
Others Food
39% 40%

Hi-tech
gadgets Clothes
11% 10%
~$156/yr ~$142/yr

Importance
Importance of
of appearance
appearance Reason
Reason why
why appearance
appearance is
is important
important

I want to feel confident to the

people I meet
58%
15-24 y.o 95
I want to be respected by
others
55%
25-39 y.o 88
I want to be attractive to the
33%
opposite sex
40-50 y.o 81
I want to stand out from the
31%
crowd
 Hot personal care products for hot boys
Products
Products usage
usage and
and intention
intention to
to use
use

Shampoo 100

Razors 79 16 5

Deodorant 78 10 12

Hair gel 67 23 10

Shaving cream 61 29 10

Body wash 54 33 13

Facial wash 46 36 18

Fragrances 41 32 27

Hair conditioner 27 20 53

User Non-user but will consider using Non-user, non-considerer

High product usage and high consideration among non-users

Among 15-24 yo
 How to reel them in

Get their friends Be mindful of the price

Key influencers in fashion Spending influence
• Friends (29%) • Price (74%)
• TV (21%) • Brand (69%)
• Family/ relatives (14%) • Promotion (51%)
• Magazines (10%) • Product reviews (49%)
• Movies (10%) • Advertisement (42%)
• WOM (35%)

Catch them online

Promos can spark
Internet habits usage for other
• 88% Use internet everyday products
• Top websites:
•Hihihehe Top promotions for personal care
•Zing products
•Kenh14 • Increase volume/ quantity (Eg. increase
•Dantri volume by 10% with same price)
• Bonus product (buy 1 get 1 or buy 2 get 1)
• Reduce price (Eg. reduce price directly on
product price)
Point 2: Understand gender shopping behavior

Needs Fulfillment Journey

Quality-seeker, grab Bargain-hunter,

and go, planned impulsive, easy
shopping to influence

“When
“When wewe go go into
into aa fashion
fashion store,
store,
we
we can
can try
try different
different shirts
shirts but
but only
only “I
“I don’t
don’t like
like to
to bargain.
bargain. IfIf II find
find aa
buy
buy 11 or
or 22 that
that fits
fits us
us the
the most.
most. good
good quality
quality product
product thatthat suits
suits me,
me, II
Females
Females areare different,
different, they
they can
can buy
buy will
will just
just pay
pay for
for itit and
and go.
go. My
My wifewife is
is
3-4
3-4 shirts
shirts for
for example,
example, eveneven though
though different,
different, she
she always
always takes
takes timetime to
to
they
they only
only trytry 1-2
1-2 of
of them.”
them.” bargain
bargain down
down the the price.”
price.”

“We
“We males
males normally
normally have
have aa plan
plan of
of
what
what to
to buy
buy before
before shopping.
shopping.
Females
Females might
might just
just go
go unplanned
unplanned
and
and end
end up
up buying
buying aa lot
lot of
of things.”
things.”
No matter what industry you’re in…Tickle
women with a price discount and assure men of
quality
78
Product quality
59
70
Important
Durability
48 shopping
Functions
25
40
considerations
38 Males
Value for money
28 Females
25
International brand
14
19
Product design 18
9
Vietnamese brand 19
6
After sale services 15
6
Discounted price 31
4
Advertising 3
2
Promotions 17
TV is king but still have window for targeted
communication

Daily
Daily

Weekly
Weekly

Daily
Daily

Daily
Daily
TV is king but still have window for targeted
communication

I have the habit

of reading
newspapers over
a cup of filter
coffee in the
morning. It’s my
own time. So Daily
Daily
relaxing and
indulging

Weekly
Weekly

Daily
Daily
I surf everyday to
keep updated with
news. Then I can Magazines are
discuss and chat Daily
Daily very informative.
with my friends at They have topics
cafes. I’ll look quite that suit me. I’m
dull if I don’t know updated with the
about the things latest fashion
that they discuss trends.
with each other
Show me the benefit…and the price!
Attitude towards advertisement
I like to watch advertisements and 33
usually be affected by what is exposed
in the ads 27

I like to watch advertisements but I don't 37

believe most of things exposed in the
ads 42

I don't object the ads but I also don't pay 22

much attention on them 25
70%
70% are
are
8 almost
almost
Generally I don't like advertising
5 Males unaffected
unaffected
Females

Functional
Functional Attractive
Attractive Exciting
Exciting Attracting
benefits
benefits prices
prices ambience
ambience elements of TVC
(64%)
(64%) (53%)
(53%) (33%)
(33%)
Key findings &
Implications

• While TV is the most common way to reach both

genders, it is not so for other forms of media.

• Men are buyers while women are shoppers

• And don’t forget the power of the internet; continued

development is a certainty
Final Thoughts

• Appearance
–Confidence
–Respect
–Success

• Evolution
–Products across all industries

• Same Same, But Different

–Communication
Thank you

Any questions, please email:

Vietnaminfo@nielsen.com

Confidential & Proprietary

Confidential & Proprietary • Copyright © 2007
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© 2010 Nielsen
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