Best Practice In Marketing To Female Consumers

• 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.

• 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

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