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.
