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China consumers are most satisfied with their looks amongst six key Asia markets surveyed: GfK

Japanese most self-critical; nearly two in five Japanese not satisfied with their looks

SINGAPORE, July 27, 2015 – When it comes to being confident about their physical looks, it seems that the Chinese are most contented among the total of six nationalities surveyed from Asia, including Australia, Japan, Taiwan, Hong Kong and South Korea. In fact, nearly one in 10 (9.8%) from China are completely satisfied, while 44 percent are fairly satisfied, making the general attitude of respondents from the country more positive than negative towards their appearance—and the most contented lot across all the Asian markets surveyed.

GfK recently released findings on how satisfied people internationally are with their personal looks. Across all 22 countries surveyed, over half (55 percent) of all consumers say they are satisfied with their looks, which includes over one in ten (12%) who go as far as saying that they are completely satisfied.

“It appears that Asian consumers have generally set a higher standard for themselves since findings from all the six markets surveyed fell below the international average when it comes to being satisfied with their own looks,” noted Michael Mueller, APAC COO for Consumer Experiences at GfK. “Out of all the global consumers surveyed who said they are satisfied or very satisfied with their looks, China came in 10th position, whereas Japan, South Korea and Hong Kong registered the lowest responses and took the last three positions.”

Only 2 and 24 percent of Japanese respondents expressed being completely satisfied and fairly satisfied with their looks respectively. Whilst 36 percent took a neutral stance, a quarter (25%) said they are not too satisfied with another 13 percent expressing not being at all satisfied with their looks. South Korea is the Asian country with the next highest level of people who are not satisfied with their looks; accounting for nearly one in five (19%).

On a global scale, only 16 percent of all respondents claimed dissatisfaction with how they look, including three percent who state that they are not at all satisfied. The remaining 29 percent are neutral.

Analysis by the different age groups showed that 16 percent of 15-19 year olds say they are “not too satisfied” with their looks, compared to 12-13 percent for the age groups between 20 and 59 years old. The older people aged 60 and above are least self-critical, with just nine percent being not too satisfied with their looks and three percent not at all satisfied.

Meanwhile, comparison of the male and female responses also sheds new light on the assumption that women are more critical of their looks than men. Both genders run equal in the percentage that are happy with their looks – each standing at 43 percent saying they are fairly satisfied and 12 percent completely satisfied. However, men are more likely to be neutral about this question than women (31% versus 27%). When it comes to being dissatisfied with their looks, women creep ahead of the men, but only by a few points – 14 percent being not too satisfied, compared to 11 percent of men, and 4 percent being not at all satisfied, compared to 3 percent of men.

“Findings from this study have revealed the differences in consumer perception towards their own looks—among different markets, age groups and genders,” said Mueller. “They are useful especially for businesses in the fashion, beauty and personal grooming in identifying how messaging can be refined to resonate more strongly with specific markets or target groups,” he concluded.

About the study

GfK conducted an online survey (face to face in Ukraine) with over 27,000 people aged 15 or older in 22 countries. Fieldwork was carried out in summer 2014. In the countries surveyed online, the data have been weighted to reflect the demographic composition of the online population age 15+ in each market. In the countries surveyed face-to-face, the study is representative of the top-tier urban population aged 15+ excluding the lowest SES levels. The countries included in this press release are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Hong Kong, Italy, Japan, Mexico, Poland, Russia, South Korea, Spain, Sweden, Taiwan, Turkey, UK, Ukraine and USA.

See the infographic:


About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit or follow GfK on Twitter:


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