Category
Lifestyle
Assisted Choices
Trend cluster
Category
Male
Subscription
Subscription services market to men with items traditionally targeted to women.
4.6
Trend score
Trend
What is the Male Subscription trend?
Male Subscription: Brands looking to overthrow gendered marketing are offering subscription services targeted to men, with products that were once almost entirely marketed towards women. Avoiding the pitfalls of gendered selling, these brands are contributing to a growing narrative that’s pushing for brands to be more inclusive and less divisive in how they associate “genders” with specific products or rituals.
Insight
The consumer insight behind the Male Subscription trend
For many North American consumers, particularly those who belong to Gen Z and Millennial demographics, gender is no longer the defining aspect of their self-identity. Gender norms are increasingly being shed and replaced with more neutral and progressive notions of how gender can and should be expressed. These changing dynamics have resulted in the consumer push for brands to stop boxing them into traditional categories, and instead focusing on their individual needs and preferences.
Trend themes
Themes within the Male Subscription trend
Three behaviours holding the trend together01
Gender-neutral marketing
Subscriptions and product lines traditionally targeted to women are now being positioned to male consumers.
02
Simplification and convenience
Brands are offering products and services that simplify purchasing processes and are geared towards a more convenient lifestyle.
03
Inclusive male-specific beauty products
Brands are developing masculine-focused products that address male-specific needs and self-care trends.
Industry implications
What the Male Subscription trend means for industry
Where the trend changes the playbookFor
Subscription services
Brands are offering subscription services that provide consumers with convenient and personalized products on a regular basis.
For
Beauty and personal care
Brands are developing product lines that are gender-neutral and cater to specific male beauty needs.
For
E-commerce and retail
Brands are redefining how products are marketed and sold, specifically targeting Millennial and Gen Z consumers and their preferences.
Workshop question
In what areas could your brand be more inclusive?
Trend signals
Trend signals for Male Subscription
Trend score 4.6 out of 10, from popularity 66%, activity 64%, freshness 8%.
Popularity66%
Activity64%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Male Subscription trend
5 featured examples from Oct 20, 2017 to Apr 30, 2019CategoryFashion
Discreet Male-Targeted Cosmetics
Stryx's Concealer & Tinted Moisturizer Redefine Men’s Cosmetics
The cosmetics industry can innovate by redefining products as tools for men to improve their appearance.
CategoryLifestyle
Male-Targeted Wine Subscriptions
Bespoke Post's Wine Club is Geared Towards Millennial Men
The ecommerce industry can explore the potential for male-focused subscription services, expanding their reach to untapped markets and increasing customer engagement.
CategoryFashion
Unisex Charcoal Skincare
Scentbird's Bamboo Charcoal Skincare is Deeply Detoxifying
Companies can create gender-neutral skincare products that cater to a diverse audience, using natural ingredients like bamboo charcoal for effective results.
CategoryLifestyle
Male-Friendly Flower Webshops
'Real Men Buy Flowers' Simplifies the Flower-Buying Process for Men
Disruptive innovation opportunity: Integrating male-friendly flower webshops into the e-commerce industry, targeting untapped male consumer segments.
CategoryLifestyle
Quirky Male Grooming Subscriptions
Ustraa Takes a More Humorous Approach to Male Grooming
Opportunity to disrupt the male segment of the beauty and personal care industry by offering products tailored and marketed specifically to men.
