Gender Marketing Strategies in Food and Drinks: Future Profit Opportunities, Best Practice Innovation and NPD
Scripp Business Insights, July 2005
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 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.
This report will provide you with:
- Changing demographics: Detailed analysis of shifts in the demographics of men and women, how they are changing as consumers and how this varies between countries.
- Best practice strategies for targeting consumers: Examines how exclusion and inclusion strategies can be executed and provides examples of each strategy, backed up by case-studies.
- The lessons learnt from personal care - How to target a particular gender in personal care that can be applied to food and beverages whilst considering where a gender neutral positioning may be more suitable.
- Analysis of media fragmentation - An examination of the countries where media is more fragmented in order to establish an idea of the platform for a gender specific market within a country, and how media fragmentation has an effect on gender-based marketing.
Key questions answered in the report:
- Which food and drink categories are the most lucrative for targeting consumers by gender?
- What are the best strategies for using gender in marketing and NPD strategies?
- How will changes in demographics affect food and drink products in the short and long term and how will this impact your future gender marketing strategies?
- In which countries is media more fragmented and how will this change over the next three years?
- Which countries provide the greatest profit opportunity for targeting consumers by gender?
Key findings from the report:
- Top gender targeted categories such as meal replacements and diet foods, health drinks and energy drinks reveal that gender targeting tends to fit with products with health benefits.
- Explicit gender marketing is low, of the new products tracked between the period 1st January 2000 to 1st January 2005, 0.6% were aimed at women and 0.2% were targeted at men.
- The opportunity in health products is the different attitudes towards health that open up opportunity. For example, there is a stigma attached to men dieting, Pepsi solved this issue by formulating diet drinks, which did not have 'diet' in the brand name, such as Pepsi Max and Pepsi One.
- Women dominate consumer goods spending. They are responsible for 80% of all purchases and 82% of all consumer goods spending.
Executive Summary
Introduction to gender marketing
Key changes in consumer profiles and demographics
Media fragmentation
What lessons can be learnt from personal care?
Strategies for targeting consumers
Gender in New Product Development
Conclusions
Chapter 1 Introduction to gender marketing
Summary
Introduction
How does gender marketing fit into the mix?
Gender vs. other consumer segmentation metrics
Understanding gender in terms of lifestyle
Gender stereotypes
Gender as a primary marketing determinant
Chapter 2 Key changes in consumer profiles and demographics
Summary
Introduction
Gender in terms purchase and consumption
Individualism in progressive countries
Economic empowerment
Living alone
The role of the individual in traditional countries
Timespend by gender
Food preparation
Gender differences across countries
Chapter 3 Media fragmentation
Summary
Introduction
Fragmentation in digital television
US
France, Belgium, The Netherlands, Spain, Norway and Sweden
UK
Fragmentation in magazines
Fragmentation in men's magazines
The Internet
Chapter 4 What lessons can be learnt from personal care?
Summary
Introduction
Gender-neutral brands
Men are increasingly becoming interested in personal care
Metrosexuals
The rest of the male population
Women and personal care
Gender-neutral products
Chapter 5 Strategies for targeting consumers
Summary
Introduction
Exclusion strategies
Case study - Nestlé Yorkie – "Not For Girls"
Inclusion strategies
Case Study - Coca-Cola – Diet Coke
Chapter 6 Gender in New Product Development
Summary
Introduction
New product development – where gender fits in
Top categories for men and women for gender marketing
Trend analysis
Women – the new drinkers
Beer
Increase in physical fitness in men and women
Destigmatization of male low calories drinks
Bottled water and health drinks
Men as dieters
Products that aid skin and hair health
Snack bars with health benefits
Innovation in gender targeting
Innovation in all products
Innovation in gender targeted products
Chapter 7 Conclusions
Summary
Introduction
Changes in society
Purchasing
Consumption
Personal care
Limitations in gender marketing
What are the opportunities in gender marketing?
Health
Convenience
Premium
Glossary
Index
List of Figures
Figure 1.1: Venus Water
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
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?
Figure 1.5: Which of the following statements do you believe in general to be more accurate?
Figure 1.6: Please rate NPD in each of the following categories in terms of which consumers it is biased towards:
Figure 2.7: Purchase and consumption patterns in traditional and progressive countries
Figure 2.8: How important do you see each of the following as MARKETING targets?
Figure 2.9: Summary of changing demographics, by country
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
Figure 3.11: Media sources for targeting consumers by gender
Figure 3.12: Circulation of German men's magazines, September 2003
Figure 4.13: Nivea for men, products targeted specifically at men
Figure 4.14: Alpura Vivendi Yogurt; Belleza
Figure 5.15: Nestlé Yorkie chocolate bar- "It's not for girls"
Figure 5.16: Diet Coke Tort marketing campaign
Figure 6.17: Criteria to see in which categories gender targeting is most appropriate
Figure 6.18: Beyond Vodka - Premium
Figure 6.19: Cherry Rocher Red Lady Cherry Whisky
Figure 6.20: Island Breeze by Bacardi Original Lite Spirit
Figure 6.21: Amstel Light Lager Beer
Figure 6.22: Lucozade Sport Hydro Active Drink
Figure 6.23: Pepsi One, One Calorie Cola
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
Figure 6.25: Soyfresh Susu Kacang Soya - Malt Flavor
Figure 6.26: Luna Whole Nutrition Bar for Women
Figure 6.27: Futters All Natural Nut Butter
Figure 6.28: Celestial Seasonings Tea - Menopause Day; Menopause Nite
Figure 6.29: Anti-Aging Bier
Figure 7.30: Women's earnings as % of men's earnings
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
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?
Table 1.3: Which of the following statements do you believe in general to be more accurate?
Table 1.4: Top categories for gender targeting
Table 1.5: Please rate NPD in each of the following categories in terms of which consumers it is biased towards:
Table 2.6: Estimated earned income, per person, ($), 2002
Table 2.7: Gender pay gap developments in EU and Norway
Table 2.8: Number of single person households in Europe (m), 1997-2007
Table 2.9: People living alone, by country, 1980-2001
Table 2.10: Average age of first marriage, 1999 41
Table 2.11: Crude divorce rate (divorces per 1000 people) in Europe and US, 1970-1998
Table 2.12: Percentage of women living alone, by age and country, 2002
Table 2.13: How important do you see each of the following as MARKETING targets?
Table 2.14: Time structure used by employed men and women, hours and minutes per day
Table 2.15: Food Preparation, hours and minutes per day
Table 2.16: Please rate how strongly you think gender differences between men and women (in terms of lifestyle traditional roles consumer tastes) are defined in the following countries
Table 3.17: Media sources for targeting consumers by gender
Table 3.18: Digital TV uptake for US, 2003-2008
Table 3.19: Gender appeal of DirecTV channels in the US
Table 3.20: Digital TV uptake, 2003-2008
Table 3.21: Digital TV uptake, 2003-2008, cont.
Table 3.22: Gender appeal of Canal Plus channels
Table 3.23: Digital TV uptake for UK, 2003-2008
Table 3.24: Gender appeal of Sky channels
Table 3.25: Gender appeal of Sky channels, cont.
Table 3.26: The National Magazine Company circulation figures, UK, June- Dec 2004
Table 3.27: The Hearst Group circulation figures, June-Dec 2001
Table 3.28: FHM, circulation figures, 2003/04
Table 4.29: Please give an example of a brand that has traditionally been targeted at MEN that has also been successfully targeted at FEMALE consumers
Table 4.30: Please give an example of a brand that has been targeted traditionally at WOMEN that has also been successfully targeted at MALE consumers
Table 4.31: Men's personal care usage market value (€m and US$m) by country, 2003-2008
Table 4.32: Population of over 50's, (mn), by county, 2003-2008
Table 6.33: Top 20 categories for men for gender targeting
Table 6.34: Top 20 categories for women for gender targeting
Table 6.35: Prevalence of obesity in the seven major markets by age (000s), 2003 112
Table 6.36: Innovation in NPD
Table 6.37: Most innovative categories for all products
Table 6.38: Most innovative categories for gender-targeted products
Table 7.39: Changes in purchase and consumption with increased female empowerment
Chapter 6: Gender in new product development
The data which follows refers to North America and Europe combined, and only takes into account new product launches where the manufacturer has explicitly stated in its launch material that it is aimed at either men or women. This is to give a picture of how many products, at launch, are explicitly aimed at men and women; therefore it will not take into account products which are presumed to be either male or female. For example, of the large number of pre-prepared home baking mixes launched during the period, not one makes a specific reference to gender in its marketing or packaging, even though it is a category traditionally associated with women.
Snack bars with health benefits
The snack bar category is booming as a whole, with some 1007 products launched in the last 5 years. Of those, 28 were launched explicitly for female consumers, with just 6 launched specifically for men, reflecting the appeal of healthy, convenience food for women.
One of the best examples is Clif Bar's Luna nutrition bar, which was launched in 1999 in America, in response to requests from women that the company created an energy bar which contained everyday nutrient for women but less than 200 calories. Research showed that 80% of women failed to consume the full RDI of certain vitamins and minerals. The bar contains not only 23 of these, but one third of the RDI of calcium, 100% of folic acid amongst others, and is available in 10 flavours - Orange Bliss, Key Lime Pie, LemonZest, Tropical Crisp, Toasted Nuts and Cranberry, Chai Tea, S'Mores, Sesame Raisin Crunch, Nutz Over Chocolate and Chocolate Pecan Pie. The company has also boosted its credentials by sponsoring an all-female triathlon team in the US.
Increase in physical fitness in men and women
The awareness of health issues concerning obesity and heart disease is also reflected in the need for people to take up more sport and fitness. Manufacturers have catered for the large number of consumers concerned about fitness through energy drinks. This category shows a relatively high propensity to gender targeting, with 3.4% of the 583 new products launched aimed either men or women specifically. There is a heavy skew towards targeting male consumers. However, Lucozade Sport Hydro Active, a new isotonic flavoured water drink, has targeted exercisers in general with no gender bias.
- Nestle
- Coca-Cola
- Nivea
- Alpura Vivendi Yogurt
- Belleza
- Beyond Vodka Premium
- Cherry Rocher Red Lady Cherry
- Bacardi
- Amstel
- Lucozade
- Pepsi
- Pulse Water
- Soyfresh Susu Kacang Soya
- Clif Bars
- Futters
- Celestial Seasonings Tea
- Anti-Aging Bier
- FHM
- The National Magazine Company
- The Hearest Group
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