There are a number of cliches out there about men and wellness. For example, men don't particularly value taking care of themselves, or they're too embarrassed to seek personal treatments.
Whether those ideas were ever true doesn't really matter now. Men are spending more money on wellness products and services, from supplements and facial serums to medications that help with issues like erectile dysfunction and male-pattern baldness. According to Alex Moshakis, an editor at The Guardian, "The women's market, which has dominated the sector for years, remains enormous, but the male market is exploding."
The reason for the rise of men's wellness could be more targeted marketing. For example, Hims, the supplement and medication company geared toward men, relies on clever messaging and a change in the conversation around getting help for medical issues. "The point of it all … is making sure you realize this one specific thing: Having an issue isn't weird. Not dealing with it is weird," said Hims founder Andrew Dudum.
Meanwhile, in China, both men and women are jumping in on the CrossFit exercise craze, which has taken off as the country grapples with a rise in type 2 diabetes rates. While men have always taken up a large chunk of the fitness sector, the rise in men attending boutique fitness classes on a global scale is worth noting.
Whether it's through tech, skincare, or supplements, companies would be wise to pay attention to the growing interest — and spending surge — happening in men's wellness these days.
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