Best Practice In Marketing To Female Consumers

Content

• Catalyst
• Summary
• Methodology
  • Datamonitor View 1
  • Catalyst 1
  • Summary 1
  • Methodology 1
    • Analysis 4
    • Women's lives are changing 4
    • Women dominate more mature age groups 4
    • Gender roles are shifting 6
    • Women will continue to have greater independence 9
    • Women control the lion's share of consumer spending 11
    • Time is a precious commodity for women 14
    • Women do more housework despite sexual equality advances 15
    • The 'have-it-all' mindset affects women's lives 16
    • The media perpetuates the super-woman myth 17
    • Women's approach to health and beauty is evolving 18
    • Concerns over body image have traditionally been perceived as a women's preserve 18
    • The concept of beauty is evolving 19
    • More women are adopting exercise into their health regimes 19
    • Marketing to women is a challenging prospect 21
    • Women communicate differently from men 21
    • Sense of humor varies by gender 22
    • Woman shop differently from men 22
    • Women are more demanding than men 24
    • Conclusions 25
    • ACTIONS 27
    • Embrace gender differences 27
    • Connect better with female consumers 27
    • Tailor existing products or create new ones for women 29
    • Expand traditionally male categories by tailoring products to suit women 30
    • Target women's specific nutritional needs 31
    • Appeal to women's deeper needs 33
    • Support the empowerment of women with societal marketing 34
    • Facilitate sociability 35
    • Help women to balance their hectic lifestyles 36
    • Conclusions 37
  • Appendix 39
    • Definitions 39
    • Extended methodology 40
    • Further reading 40
    • Ask the analyst 40
  • 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