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