Best Practice In Marketing To Female Consumers

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