Body Sense

AUTUMN | 2021

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14 Body Sense The Shift in Men's Wellness Trends The COVID-19 pandemic changed a lot of behaviors in the last 18 months; most surprising of those may be men's increasing consumption of wellness treatments and services. According to Mindbody's "2021 Wellness Index," the industry's official trend forecast based on consumer behaviors, men now spend an average of $1,800 on health and wellness each year (opposed to female's annual spend of about $1,000). When it comes to salon and spa services specifically, women were the bigger spenders in these categories in 2019, paying out an average of $43/ month, while men spent an average of $39/month. However, that flipped in 2020, with men outspending women on salon and 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 percent of men compared to 13 percent of women) • Advanced skin care (14 percent of men compared to 7 percent of women) • Body hair removal (12 percent of men compared to 11 percent of women) • Full-body skin treatments (13 percent of men compared to 6 percent of women) • Massage therapy at home (47 percent of men compared to 33 percent of women) And men were willing to try new services as well. During the pandemic, 40 percent of men agreed or strongly agreed (as opposed to 25 percent of women) that they were more interested in trying low-touch spa services such as cryotherapy, salt caves, infrared saunas, etc. Mindbody's "2021 Wellness Index" looks at American wellness across all seven dimensions: physical, emotional, intellectual, spiritual, environmental, social, and occupational. Learn more here.

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