1. Market Research
  2. > Beverage
  3. > Alcoholic Drink Market Trends
TrendSights Analysis: Gender Specificity ; Rethinking how to target gender in FMCG markets

TrendSights Analysis: Gender Specificity ; Rethinking how to target gender in FMCG markets

  • September 2016
  • 37 pages
  • ID: 4169145
  • Format: PDF
  • By GlobalData

Summary

Table of Contents

Search Inside

TrendSights Analysis: Gender Specificity ; Rethinking how to target gender in FMCG markets

Summary
Gender Specificity refers to consumer's desire to find products made specifically with their gender in mind. Consumers want products that are "right for me"; gender is a consideration in this, as consumers will look for products that meet gender-based physiological or cultural needs.

Gender Specificity is subject to increased gender targeting and the blurring of gender behaviors at the same time. Improved knowledge of differences in male and female physiology, such as nutritional requirements, means there are new opportunities for products that emphasize that they are "made for men" or "made for women." However, cultural norms over what it means to be male or female are rapidly changing, becoming more accepting, more liberal, and less stringent. This means brands risk a significant consumer backlash if they are seen as out of step with the times or fixated on tired, outdated views of life at home or at work.

Individualism & Expression is one of the eight mega-trends identified by Canadean as being integral to shaping the FMCG landscape, reflecting consumers' desire to meet particular needs. Instead of accepting a "one size fits all" philosophy, consumers increasingly want products that meet their unique needs as an individual. Gender plays an important role in determining what specific needs consumers think they have, either as a result of the physiological differences between males and females, or as a result of cultural differences in their societal roles.

Trend drivers
- More individualistic society means consumers are looking for claims that make them feel different from others.
- Increased access to information makes it easier for consumers to find out what is right for their specific needs.
- Blurring gender identities are changing definitions of masculinity and femininity.

Consumer targets
The desire for gendered products changes substantially on a category-by-category basis.

In general:
- Men are slightly more likely to look for gendered products than women.
- Opportunities exist to increase female consumption in traditionally masculine categories, such as whiskey and brandy.

Educating consumers as to which ingredients will benefit their gender-related needs or aspirations will help to encourage demand for such products. As the stigma surrounding seemingly unnecessarily gendered products grows, careful pricing strategies and positioning of new gendered products will be essential. Subtle cues to gender targeting rather than outright statements will prove successful.

The report “TrendSights Analysis: Gender Specificity; Rethinking how to target gender in FMCG markets” provides structure, clarity, and perspective to aid understanding of consumer behavior and how trends and events will shape the future. Additionally, this report helps to understand which audiences are most affected by the Gender Specificity trend and compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
Companies mentioned in this report: Natura House, Samfarmer, Marlowe, Powerful Men, Ideal, Alimentos, Ginial, Mancan, Johnnie Walker, Wellwoman, Emmi Schweiz, Evian, Yogi Tea, Mack's, Colgate.

Key Findings
- Consumers are most likely to seek gender-specific products in the dairy category among all of the food categories.
- Increased blurring of gender roles is making it more difficult for brands to successfully target the trend.
- Using growing knowledge of nutritional needs aligned to each gender means targeting physiological needs becomes easier and more specific.

Synopsis
"TrendSights Analysis: Gender Specificity" explores how and why targeting genders can prove a profitable strategy. Your key questions answered:

- How relevant is Gender Specificity to my market?
- What does Gender Specificity mean to my category?
- Which consumers are most concerned about Gender Specificity?
- How can I capture the interest of gender-focused consumers on overcrowded shelves?

Reasons To Buy
- Understand which audiences are most affected by the Gender Specificity trend.
- Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
- See the actions that major brands are taking to get ahead of the greater interest in gender-specific targeting.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 150+ Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.
Ahmad helps you find the right report:
Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

FAQ
  • How we can help
    • I am not sure if the report I am interested in will fulfill my needs. Can you help me?
    • Yes, of course. You can call us at +33(0) 4 37 65 17 03 or drop us an email at researchadvisor@reportlinker.com to let us know more about your requirements.
    • We buy reports often - can ReportLinker get me any benefits?
    • Yes. Set up a call with a Senior Research Advisor to learn more - researchadvisor@reportlinker.com or +33(0) 4 37 65 17 03.
    • I have had negative experiences with market research reports before. How can you avoid this from happening again?
    • We advise all clients to read the TOC and Summary and list your questions so that we can get more insight for you before you make any purchase decision. A research advisor will accompany you so that you can compare samples and reports from different sources, and choose the study that is right for you.

  • Report Delivery
    • How and when I will receive my Report?
    • Most reports are delivered right away in a pdf format, while others are accessed via a secure link and access codes. Do note that sometimes reports are sent within a 12 hour period, depending on the time zones. However, you can contact us to escalate this. Should you need a hard copy, you can check if this option is offered for the particular report, and pay the related fees.
  • Payment conditions
    • What payment methods do you accept?
      1. Credit card : VISA, American Express, Mastercard, or
      2. You can download an invoice to pay by wire transfer, check, or via a Purchase Order from your company, or
      3. You can pay via a Check made out in US Dollars, Euros, or British Pounds for the full amount made payable to ReportLinker
    • What are ReportLinker’s Payment Terms?
    • All payments must normally be submitted within 30 days. However, you can let us know if you need extended time.
    • Are Taxes and duties included?
    • All companies based in France must pay a 20% tax per report. The same applies to all individuals based in the EU. All EU companies must supply their VAT number when purchasing to avoid this charge.
    • I’m not satisfied. Can I be refunded?
    • No. Once your order has been processed and the publisher has received a notification to send you the report, we cannot issue any refund or cancel any order. As these are not ‘traditional’ products that can be returned, reports that are dispatched are considered to be ‘consumed’.
  • User license
    • The license that you should acquire depends on the number of persons that need to access the report. This can range from Single User (only one person will have the right to read or access the report), or Department License (up to 5 persons), to Site License (a group of persons based in the same company location), or Corporate License (the entire company personnel based worldwide). However, as publishers have different terms and conditions, we can look into this for you.
Purchase Reports From Reputable Market Research Publishers

Soft Drinks in Australia, Euromonitor International

  • $ 2100
  • March 2020
  • 7 pages

As a whole, soft drinks sales recorded moderate growth in 2019. Soft drinks perceived as unhealthy, such as regular carbonates, are seeing increasing competition from reduced or free from alternatives, ...

Soft Drinks in Tanzania $ 2100 February 2020

Soft Drinks in New Zealand $ 2100 January 2020

Soft Drinks in Germany $ 2100 January 2020

Soft Drinks in Lithuania $ 2100 December 2019

Soft Drinks in Austria $ 2100 December 2019


ref:plp2016

Reportlinker.com © Copyright 2020. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.

Make sure you don’t miss any news and follow us on