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Main Government and Public Sector Social Studies Best Practice In Marketing To Female Consumers
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Best Practice In Marketing To Female Consumers

DateJul, 2006
Pages36
Price / format$2795 / Online Download
$5590 / Global Site License

$2 795 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
Introduction

Women are staying single for longer, having children later, and outliving men well into an increasingly prosperous old age. However, too many marketers' approaches to female consumers are reliant on outmoded stereotypes based around the Nuclear Family or the Career Woman.

Scope
  • Demographic data covering female populations and lifestages
  • Explanation of the core factors motivating female consumers and how these are changing
  • Analysis of the key issues that affect marketing campaigns targeted at female consumers
  • Case studies of successful and unsuccessful attempts at marketing and NPD targeted at women.
Highlights

Women (aged 18 and over) account for over 110 million consumers in both the US and western Europe in 2005. By 2010 this number will have risen to over 120 million in each region, totalling almost 260 million consumers.

Changes in women's lives have boosted their spending power, but they also still carry out most of the household shopping in multiple-occupant households. As such, women still control the majority of household incomes, which means they account for an estimated 75% of all CPG spending.

Over 80% of women in the US and Europe rate time-saving products as important or very important to them, compared with less than 6% in both of these regions who had little or no interest in gaining time from convenient products

Reasons to Purchase
  • Gain an overview of the most important ways in which female consumers' spending and consumption behavior differs from male consumers
  • Understand how to target campaigns at specific female consumer groups
  • Gain detailed data on how female demographic trends are changing and on what this will mean for CPG players



Table of contents:
DATAMONITOR VIEW
CATALYST
SUMMARY
METHODOLOGY
Datamonitor View
Women's lives are changing
Women dominate more mature age groups
Gender roles are shifting
Women will continue to have greater independence
Women control the lion's share of consumer spending
Time is a precious commodity for women
Women do more housework despite sexual equality advances
The 'have-it-all' mindset affects women's lives
The media perpetuates the super-woman myth
Women's approach to health and beauty is evolving
Concerns over body image have traditionally been perceived as a women's preserve
The concept of beauty is evolving
More women are adopting exercise into their health regimes
Marketing to women is a challenging prospect
Women communicate differently from men
Sense of humor varies by gender
Woman shop differently from men
Women are more demanding than men
Conclusions
ACTIONS
Embrace gender differences
Connect better with female consumers
Tailor existing products or create new ones for women
Expand traditionally male categories by tailoring products to suit women
Target women's specific nutritional needs
Appeal to women's deeper needs
Support the empowerment of women with societal marketing
Facilitate sociability
Help women to balance their hectic lifestyles
Conclusions
APPENDIX
Definitions
Extended methodology
Further reading
Ask the analyst



ANALYSIS
Women's lives are changing
Women dominate more mature age groups
Gender roles are shifting
Women are continuing to live longer
Women are postponing key lifestage events
Women are becoming parents later
Women will continue to have greater independence
Women control the lion's share of consumer spending
Women's earning and spending power is rising
The feminization of the on-trade demonstrates the extent of the female market opportunity
Time is a precious commodity for women
Women do more housework despite sexual equality advances
The 'have-it-all' mindset affects women's lives
The media perpetuate the super-woman myth
Women's approach to health and beauty is evolving
Concerns over body image have traditionally been perceived as a woman's preserve
Eating disorders are still affecting women more than men
The media is often blamed for negative body image issues
The concept of beauty is evolving
More women are adopting exercise into their health regimes
Women-only gyms are redefining the fitness industry
Marketing to women is a challenging prospect
Women communicate differently from men
Women use communication technology differently to men
Sense of humor varies by gender
Women shop differently from men
Women are more demanding than men
Conclusions


ACTIONS
Embrace gender differences
Connect better with female consumers
Beware of alienating men when celebrating the uniqueness of women
Employ feminine humor
Tailor existing products or create new ones for women
Expand traditionally male categories by tailoring products to suit women
Target women's specific nutritional needs
Create convenient comfort foods
Appeal to women's deeper needs
Support the empowerment of women with societal marketing
Facilitate sociability
Help women to balance their hectic lifestyles
Deliver experiences that relieve tension
Conclusions

APPENDIX
Definitions
Extended methodology
Further reading
Ask the analyst


List of Tables
Table 1: Female adult population (m), US & Europe, 2000-2010
Table 2: Female population as % of overall population, US, 2000-2010
Table 3: Female population as % of overall population, Europe, 2000-2010
Table 4: Alcoholic drinks female on-trade market value (US$m) US & Europe, 2000-2010
Table 5: Alcoholic drinks female on-trade market value (%) US & Europe, 2000-2010
Table 6: Time spent on housework (minutes) daily, US & Europe, 2005
Table 7: Daily leisure time by gender (minutes), Europe, 2005
Table 8: Frequency of using the Internet to find product review by gender, US and Europe, 2005
Table 9: Definitions of terms


List of Figures
Figure 1: Four key drivers are vital to targeting female consumers
Figure 2: Female life expectancy is continually improving
Figure 3: Women are delaying their first marriages in US & Europe
Figure 4: European women are waiting longer to enter motherhood
Figure 5: Female participation in tertiary education, US & Europe, 2000-2010
Figure 6: Female participation in workforce, US & Europe, 2000-2010
Figure 7: The Grape is a strong example of on-trade feminization
Figure 8: Time pressure is a big issue for women
Figure 9: Women more frequently tell others about the products they consume
Figure 10: Women are stronger brand adherents than men
Figure 11: Lambrini focuses on the sociability of women
Figure 12: Women want healthier options without taste compromise
Figure 13: The feminization of beer has revitalized the beer category
Figure 14: Quaker Oatmeal is formulated for women in light of consumer research
Figure 15: Healthy indulgences are a key opportunity to target busy female consumers
Figure 16: Dove's campaign for real beauty has shown the power of societal marketing
Figure 17: Chocolate adverts target indulgence and sociability
Figure 18: On-the-go healthy indulgences are a key opportunity
Figure 19: Grooming products that provide everyday indulgences help women relax




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