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Best Practice In Marketing To Female Consumers

Published by: Datamonitor

Published: Jul. 3, 2006 - 36 Pages



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

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


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