A new report reveals almost 60% of British men believe a recession hangover will leave them financially worse off in 2010, however only 3% are prepared to cut back on grooming products, choosing to ditch other expenses such as eating and drinking out (46%), watching live sport (14%) or buying music (12%) instead.

The nationwide report, commissioned by Gillette, reveals that 1 in 4 men now spend the same on their appearance as their partner, demonstrating that the men are trading in their ‘larger lout’ ways of the past for a lifestyle better suited to keeping them looking and feeling confident when they need it most.

According to the analysis of male disposable income, on average per week men spend: £17.71 holidaying, £10.97 drinking out, £9.05 eating out, £3.68 on tea/coffee out, £2.69 on crisps & chocolate, £2.55 on newspapers/magazines, £2.12 on haircuts, £1.30 buying/downloading music and just £0.75p shaving with Gillette Fusion.

At an average cost of just 75p per week* to shave, grooming comes in cheaper than a half pint of beer per week so it is not surprising that men are refusing to comprise.

Mike Shallcross, Deputy Editor of the UK’s No. 1 men’s title Men’s Health Magazine commented, “The findings are just further proof than British blokes have moved on from the old larger lout stereotype. Being well groomed boosts confidence and ultimately performance, which is important as men strive to keep or find new jobs in an ever challenging economic climate.

Other Survey Findings include:
• 93% of men claim to look at the price groceries or essential items when shopping
• 1 in 3 men believe they are more price conscious than their partner
• The top three things men are most annoyed at having to spend their money on are, fee charging public toilets, road tolls and tipping / service charges

The 75p per week calculation is based on the average number of Fusion Manual blades per user over 52 weeks, multiplied by the average price of each blade, plus one Fusion Manual razor, divided by 52. Gillette used independent, third-party data from Kantar and IRI.