Gender Marketing Strategies in Food and Drinks: Future Profit Opportunities, Best

Gender Marketing Strategies in Food and Drinks: Future Profit Opportunities, Best Practice Innovation and NPD

Product Type: Market Research Report
Published by: Business Insights
Published: July 2005
Product Code: R162-590

Description

Men and women both feel they are not targeted appropriately by marketers- too many products are gender neutral and consumers feel there is a lack of products targeted directly at them. Gender Marketing Strategies in Food and Drinks: Future profit opportunities, best practice innovation and NPD is a report by Business Insights revealing best practice innovation case-studies for targeting consumers and the role gender takes in devising new product development strategies. This new report will enable you to identify how gender impacts upon the marketing mix and your marketing strategies and reveal whether your products should move towards a more gender neutral or gender specific positioning. Increase your product sales by uncovering the most profitable categories for gender targeting and identify the most lucrative categories for targeting men and women individually.

Table of Contents

Table of Contents

Gender Marketing Strategies in Food and Drinks

Executive Summary 10

Introduction to gender marketing 10

Key changes in consumer profiles and demographics 11

Media fragmentation 12

What lessons can be learnt from personal care? 13

Strategies for targeting consumers 14

Gender in New Product Development 15

Conclusions 16

Chapter 1 Introduction to gender marketing 18

Summary 18

Introduction 19

How does gender marketing fit into the mix? 19

Gender vs other consumer segmentation metrics 20

Understanding gender in terms of lifestyle 22

Gender stereotypes 23

Gender as a primary marketing determinant 28

Chapter 2 Key changes in consumer profiles

and demographics 34

Summary 34

Introduction 34

Gender in terms purchase and consumption 35

Individualism in progressive countries 36

Economic empowerment 37

Living alone 39

4

The role of the individual in traditional countries 43

Timespend by gender 45

Food preparation 46

Gender differences across countries 48

Chapter 3 Media fragmentation 54

Summary 54

Introduction 55

Fragmentation in digital television 57

US 57

France, Belgium, The Netherlands, Spain, Norway and Sweden 59

UK 62

Fragmentation in magazines 65

Fragmentation in men’s magazines 66

The Internet 69

Chapter 4 What lessons can be learnt from

personal care? 72

Summary 72

Introduction 72

Gender-neutral brands 73

Men are increasingly becoming interested in personal care 76

Metrosexuals 77

The rest of the male population 78

Women and personal care 79

Gender-neutral products 80

Chapter 5 Strategies for targeting

consumers 84

Summary 84

Introduction 84

Exclusion strategies 85

Case study - Nestlé Yorkie - “Not For Girls” 86

Inclusion strategies 89

5

Case Study - Coca-Cola - Diet Coke 89

Chapter 6 Gender in New Product

Development 96

Summary 96

Introduction 96

New product development - where gender fits in 97

Top categories for men and women for gender marketing 98

Trend analysis 102

Women - the new drinkers 102

Beer 106

Increase in physical fitness in men and women 107

Destigmatization of male low calories drinks 109

Bottled water and health drinks 110

Men as dieters 111

Products that aid skin and hair health 114

Snack bars with health benefits 115

Innovation in gender targeting 117

Innovation in all products 117

Innovation in gender targeted products 119

Chapter 7 Conclusions 124

Summary 124

Introduction 125

Changes in society 125

Purchasing 126

Consumption 127

Personal care 127

Limitations in gender marketing 128

What are the opportunities in gender marketing? 129

Health 129

Convenience 129

Premium 129

Glossary 131

Index 132

6

List of Figures

Figure 1.1: Venus Water 20

Figure 1.2: Please rank the following consumer characteristics in terms of importance when you

are developing a new product: 1=highly important, 5=least important 21

Figure 1.3: Gender in terms of lifestyle 22

Figure 1.4: Please rate how strongly you think gender differences between men and women (in

terms of lifestyle traditional roles consumer tastes) are defined in the following

countries? 25

Figure 1.5: Which of the following statements do you believe in general to be more accurate? 28

Figure 1.6: Please rate NPD in each of the following categories in terms of which consumers it is

biased towards: 31

Figure 2.7: Purchase and consumption patterns in traditional and progressive countries 35

Figure 2.8: How important do you see each of the following as MARKETING targets? 44

Figure 2.9: Summary of changing demographics, by country 48

Figure 2.10: Please rate how strongly you think gender differences between men and women (in

terms of lifestyle traditional roles consumer tastes) are defined in the following

countries 50

Figure 3.11: Media sources for targeting consumers by gender 56

Figure 3.12: Circulation of German men’s magazines, September 2003 68

Figure 4.13: Nivea for men, products targeted specifically at men 78

Figure 4.14: Alpura Vivendi Yogurt; Belleza 82

Figure 5.15: Nestlé Yorkie chocolate bar- “It’s not for girl’s” 87

Figure 5.16: Diet Coke Tort marketing campaign 91

Figure 6.17: Criteria to see in which categories gender targeting is most appropriate 101

Figure 6.18: Beyond Vodka - Premium 104

Figure 6.19: Cherry Rocher Red Lady Cherry Whisky 105

Figure 6.20: Island Breeze by Bacardi Original Lite Spirit 106

Figure 6.21: Amstel Light Lager Beer 107

Figure 6.22: Lucozade Sport Hydro Active Drink 108

Figure 6.23: Pepsi One, One Calorie Cola 109

Figure 6.24: Pulse Water + Nutrients Supplement Heart Health Formula Drink, Nutrients

Supplement Women's Health Formula Drink, Nutrients Supplement Men's Health

Formula Drink 110

Figure 6.25: Soyfresh Susu Kacang Soya - Malt Flavor 115

Figure 6.26: Luna Whole Nutrition Bar for Women 116

Figure 6.27: Futters All Natural Nut Butter 118

Figure 6.28: Celestial Seasonings Tea - Menopause Day; Menopause Nite 120

Figure 6.29: Anti-Aging Bier 121

Figure 7.30: Women’s earnings as % of men’s earnings 125

7

List of Tables

Table 1.1: Please rank the following consumer characteristics in terms of importance when you

are developing a new product: 1=highly important, 5=least important 21

Table 1.2: Please rate how strongly you think gender differences between men and women (in

terms of lifestyle traditional roles consumer tastes) are defined in the following

countries? 24

Table 1.3: Which of the following statements do you believe in general to be more accurate? 27

Table 1.4: Top categories for gender targeting 29

Table 1.5: Please rate NPD in each of the following categories in terms of which consumers it is

biased towards: 30

Table 2.6: Estimated earned income, per person, ($), 2002 37

Table 2.7: Gender pay gap developments in EU and Norway 38

Table 2.8: Number of single person households in Europe (m), 1997-2007 39

Table 2.9: People living alone, by country, 1980-2001 40

Table 2.10: Average age of first marriage, 1999 41

Table 2.11: Crude divorce rate (divorces per 1000 people) in Europe and US, 1970-1998 41

Table 2.12: Percentage of women living alone, by age and country, 2002 42

Table 2.13: How important do you see each of the following as MARKETING targets? 44

Table 2.14: Time structure used by employed men and women, hours and minutes per day 46

Table 2.15: Food Preparation, hours and minutes per day 47

Table 2.16: Please rate how strongly you think gender differences between men and women (in

terms of lifestyle traditional roles consumer tastes) are defined in the following

countries 50

Table 3.17: Media sources for targeting consumers by gender 56

Table 3.18: Digital TV uptake for US, 2003-2008 57

Table 3.19: Gender appeal of DirecTV channels in the US 58

Table 3.20: Digital TV uptake, 2003-2008 59

Table 3.21: Digital TV uptake, 2003-2008, cont. 60

Table 3.22: Gender appeal of Canal Plus channels 61

Table 3.23: Digital TV uptake for UK, 2003-2008 63

Table 3.24: Gender appeal of Sky channels 63

Table 3.25: Gender appeal of Sky channels, cont. 64

Table 3.26: The National Magazine Company circulation figures, UK, June- Dec 2004 65

Table 3.27: The Hearst Group circulation figures, June-Dec 2001 66

Table 3.28: FHM, circulation figures, 2003/04 69

Table 4.29: Please give an example of a brand that has traditionally been targeted at MEN that has

also been successfully targeted at FEMALE consumers 73

Table 4.30: Please give an example of a brand that has been targeted traditionally at WOMEN that

has also been successfully targeted at MALE consumers 74

Table 4.31: Men’s personal care usage market value (€m and US$m) by country, 2003-2008 76

Table 4.32: Population of over 50’s, (mn), by county, 2003-2008 81

Table 6.33: Top 20 categories for men for gender targeting 98

Table 6.34: Top 20 categories for women for gender targeting 99

Table 6.35: Prevalence of obesity in the seven major markets by age (000s), 2003 112

Table 6.36: Innovation in NPD 117

Table 6.37: Most innovative categories for all products 118

Table 6.38: Most innovative categories for gender-targeted products 119

Table 7.39: Changes in purchase and consumption with increased female empowerment 126

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