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Girl Power: Marketing to Today’s Women Product Image

Girl Power: Marketing to Today’s Women

  • Published: October 2007
  • Region: Global
  • 67 Pages
  • Euromonitor International

Girl power is here to stay. As a result of the growing number of singletons and women starting up their own businesses, women have an increasing presence in categories not traditionally marketed to them, including cars, computers, office equipment, financial services, home improvement and consumer electronics. Ethical consumerism will also become more popular within sectors targeting women, allowing manufacturers to add value by producing organic or fair traded lines.

Why buy this report

- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment

Regional coverage

- Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East

EXECUTIVE SUMMARY

KEY DRIVERS

Summary 1 Influences on Female Purchasing Habits 2007

SHOPPING TRENDS

Chart 1 Share of Spending by Gender and Market Sector 2005

CONSUMER MARKET TRENDS

Chart 2 Global Sales of Selected Products 2001/2006

OUTLOOK

Chart 3 Forecast Global Sales of Selected Products 2006/2011

INTRODUCTION

THE MEGA NICHE

SINGLETONS

The Bridget Jones phenomenon
Urban women more likely to be single
Free spenders
Table 1 Average Age of Women at First Marriage 2001/2006

YOGA MOMS

Image and status are paramount
Only the best for yoga kids
The emergence of the Alpha Mom

BOOMER WOMEN

50 is the new 30
The age of empowerment is past
More realism required
Table 2 Female Boomer Population 2001/2006

DRIVERS

WOMEN IN THE WORKFORCE

Global patterns
Chart 4 Female Labour Force Participation Rate by Region 1996/2006
Women’s employment by sector
Chart 5 World and Regional Female Employment by Sector 2006
Country trends
Table 3 Working Women as % Female Population by Country 2001/2006

SPENDING POWER

Average disposable incomes
Table 4 Average Annual Disposable Income of Women Per Capita 2001/2006
Women’s incomes as a proportion of men’s
Table 5 Women’s Average Annual Disposable Income As a Proportion of Men’s 2001/2006
Attitudes to finance

WOMEN AND SHOPPING

What women buy
Table 6 Share of Spending by Gender and Market Sector 2005
How women buy
Retailer strategies

WOMEN AND THE INTERNET

Women catching up with men
Australian women at home on the Net
Young female professionals fuel on-line growth in Europe
Surfer Moms become a force to be reckoned with
Women use net to communicate

INFLUENCE OF THE MEDIA

TV, magazines and the internet
Rise of the celebrity culture
Feminisation of the Internet

ATTITUDES TOWARDS BEAUTY

The notion of the “perfect body”
Dieting
Chart 6 Global Sales of Slimming Products by Type (% Value) 2006
Eating disorders
Attitudes to ageing
Plastic surgery trends

ATTITUDES TOWARDS HEALTH

The fitness fad
Female smokers
Table 7 Change in Female Smoking Prevalence – Major Countries 2001/2006

HEALTH AND BEAUTY SERVICES

Salons
Spas

CONSUMER MARKET OPPORTUNITIES

CLOTHING AND FOOTWEAR

Price discounting drives volume growth
Retailer segmentation helps add value
Table 8 Global Sales of Women’s Clothing and Footwear by Subsector 2001-2006

COLOUR COSMETICS

Targeting by ethnicity and age
Increasing functionality
Eye make-up benefits from innovation
Nail products face competition from salons
Table 9 Global Sales of Colour Cosmetics by Subsector 2001-2006

SKIN CARE

Consumers remain fickle, but open to new products
Premium faces growing threat from masstige arena
Technology versus natural ingredients
Table 10 Global Sales of Skin Care by Subsector 2001-2006

HAIR CARE

Consumers demand efficacy without the chemicals
2-in-1 products continue to lose popularity
Table 11 Global Sales of Hair Care by Subsector 2001-2006

FRAGRANCES

Celebrity scents continue to arrive thick and fast
Gourmand scents take off
Table 12 Global Sales of Women’s Fragrances by Subsector 2001-2006

DEPILATORIES

Growth in women’s razors outstrips men’s
Increased convenience and efficacy fuels hair remover growth
Procter & Gamble pioneers at-home laser hair removal
Table 13 Global Sales of Women’s Depilatories by Subsector 2001-2006

SANPRO

Limited scope for development
SCA pioneers new niche
Table 14 Global Sales of Sanpro by Subsector 2001-2006

HEALTH AND SLIMMING PRODUCTS

Women remain key buyers of vitamins and supplements
Beauty supplements represent burgeoning niche
Segmentation fuels growth of vitamins
Slimming products remain sluggish overall
Slimming teas benefit from natural image
Table 15 Global Sales of Selected Health Products 2002-2006

MARKETING TO WOMEN

FAITH POPCORN’S “8 TRUTHS”

“Connecting Your Female Consumers to Each Other Connects Them to Your Brand”
“If You’re Marketing to One of Her Lives You’re Missing All the Others”
“If She Has to Ask, It’s Too Late”
“Market to Her Peripheral Vision and She Will See You in a Whole New Light”
“Walk, Run, Go to Her, Secure Her Loyalty Forever”
“This Generation of Women Consumers Will Lead You to the Next”
“Co-parenting is the Best Way to Raise a Brand”
“Everything Matters – You Can’t Hide Behind Your Logo”

THE SHE FACTOR

Changing the gender focus
Car marketing a piece of cake
Targeting women with humour

FEMINISING MALE PRODUCTS

Beers go for a sweeter tooth

MARKET SNAPSHOTS

AUSTRALIA

Income and Labour Trends
Table 16 Australia: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 17 Australia: Sales of Selected Products 2001/2006

CHINA

Income and Labour Trends
Table 18 China: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 19 China: Sales of Selected Products 2001/2006

FRANCE

Income and Labour Trends
Table 20 France: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 21 France: Sales of Selected Products 2001/2006

GERMANY

Income and Labour Trends
Table 22 Germany: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 23 Germany: Sales of Selected Products 2001/2006

JAPAN

Income and Labour Trends
Table 24 Japan: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 25 Japan: Sales of Selected Products 2001/2006

UK

Income and Labour Trends
Table 26 UK: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 27 UK: Sales of Selected Products 2001/2006

USA

Income and Labour Trends
Table 28 USA: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 29 USA: Sales of Selected Products 2001/2006

FUTURE OUTLOOK

TRENDS TO WATCH

More women to join the workforce
Girl Power is here to stay
Targeting the female demographic
Increased focus on beauty and wellness
Segmentation key to margin enhancement
Celebrity endorsement to focus on experts

FORECASTS

Price deflation will continue to impact clothing and footwear
Skin care and slimming products to benefit from strive for beauty
Sanpro potential limited by ageing population
Future innovation will focus on solutions for older skin and hair
Table 30 Forecast Global Sales in Selected Sectors 2006-2011

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