TrendSights Analysis: Blurring Gender Boundaries

  • ID: 4012698
  • Report
  • 36 pages
  • GlobalData
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FEATURED COMPANIES

  • Absolut Vodka
  • Dawn
  • Heaven Hill Distilleries
  • Johnnie Walker
  • Powerful Men
  • Sephora Cosmetics
  • MORE
Blurring Gender Boundaries addresses the new concepts that are defying conventional ideas and values related to the lifestyles associated with men and women. Brands are defying the binary concept of gender by launching products with flavors, scents, and packaging that endorse gender-neutral concepts.

Marketing is moving away from emphasizing gender stereotypes in some categories that have traditionally targeted only for men or women, encouraging consumers to be more open-minded regarding the traditional roles of gender in today's consumption. Many brands are investing in products that are challenging the standard consumption patterns of both genders.

Trend drivers
- Gender conventions no longer define identity and social roles for a significant segment of consumers.
- Consumers now feel more liberal about experimenting with products traditionally used by the other gender.
- Diversity in brand offerings is a catalyst that disrupts gender specificity

Consumer targets
- Men tend to be less interested in products tailored to their gender, although the difference between genders is not high.
- Older people feel more open to buying genderless products.
- People in developed European countries have more interest in genderless concepts (France ranks highest).

The report “TrendSights Analysis: Blurring Gender Boundaries” looks at how changing gender roles are being reflected in consumer product choices, with shoppers becoming less inclined to buy products seen as "appropriate" for their gender. Moreover, this report helps to understand which audiences and consumption occasions are most affected by the Blurring Gender Boundaries trend, to compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are and help to identify the actions that major brands are taking to target the best Blurring Gender Boundaries opportunities.

Companies mentioned in this report: Absolut Vodka, Calvin Klein, Hero Clean, Powerful Men, Johnnie Walker, Dawn, Febreze, Viking, Heaven Hill Distilleries, Redd's, Mac Cosmetics, Theophile Berthon, Sephora Cosmetics
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Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Absolut Vodka
  • Dawn
  • Heaven Hill Distilleries
  • Johnnie Walker
  • Powerful Men
  • Sephora Cosmetics
  • MORE
1. Trend snapshot
2. What?
3. Why?
4. Who?
5. How?
6. What next?
7. Appendix
Note: Product cover images may vary from those shown
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  • Absolut Vodka
  • Calvin Klein
  • Hero Clean
  • Powerful Men
  • Johnnie Walker
  • Dawn
  • Febreze
  • Viking
  • Heaven Hill Distilleries
  • Redd's
  • Mac Cosmetics
  • Theophile Berthon
  • Sephora Cosmetics
Note: Product cover images may vary from those shown
5 of 5
Note: Product cover images may vary from those shown
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