BUSINESS INSIGHTS

Gender Marketing Strategies in Food and Drinks

Future profit opportunities, best practice innovation and NPD

How important do you see each of the following

as marketing targets?

Response average

1.63 2.30 1.58 2.00 2.93 2.89

100%
90%
80%
Share of respondents

70%
60%
50%
5 (Least
40% Important)
4
30%
3
20% 2
1 (Highly
10%
important)
0%
Female Female Female Male Male Male
purchaser purchaser purchaser purchaser purchaser purchaser
buying buying buying buying buying buying
goods for goods for goods for goods for goods for goods for
herself her partner her family himself his partner his family

Source: Gender Marketing Strategies in Food and Drinks Industry Opinion Survey

“In traditional
“In progressive countries, such as
countries, such as Spain and Italy,
“Respondents Sweden and Norway purchasing
believe male lifestyles of men and opportunities are
purchasers are women are becoming more gender
only of relative increasingly similar, specific, because
importance when purchasing the female is the
buying goods for opportunities are main purchaser for
himself...” therefore gender the household...”
neutral...”
Gender Marketing Strategies in Food and Drinks:
Future profit opportunities, best practice innovation and NPD
Please rate how strongly you think gender
differences between men and women are
defined in the following countries
Italy US
France Belgium
Highly Mildly
defined defined
UK Sweden
Spain Germany
Derived from Response Average
Source: Gender Marketing Strategies in Food and Drinks
Industry Opinion Survey
“Respondents believed that gender differences are most
defined in Spain and Italy, mainly due to the traditional
culture with the women in the family home, men are the
income providers and children remain in the family home
until they have a family of their own...”
Source: Gender Marketing Strategies in Food and Drinks
Industry Opinion Survey
This new report will provide you with...
Anti-Aging Bier
Source: Gender Marketing Strategies in Food and Drinks:
Profit opportunities from targeting men and women
“Women are the more likely target audience for such a
product. However, the growing number of men
concerned about their health may be interested in the
beer...”
Source: Gender Marketing Strategies in Food and Drinks:
Future profit opportunities, best practice innovation and NPD
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 new report
Little
definition
by Business Insights 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.
• 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...

Please rate NPD in each of the following • Which food and drink categories are the most lucrative for
categories in terms of which consumers it is targeting consumers by gender?
biased towards

Baked goods
• What are the best strategies for using gender in marketing and
Confectionery
Dairy
NPD strategies?
Fruit and vegetables
Ethnic foods
Fast foods
• How will changes in demographics affect food and drink
Health and functional foods
Ready meals
products in the short and long term and how will this impact
Alcoholic drinks
Snacks
your future gender marketing strategies?
Soft drinks

Strongly
male
Male Gender
neutral
Female Strongly
female
• In which countries is media more fragmented and how will this
Derived from Response average
change over the next three years?
Source: Gender Marketing Strategies in Food and Drinks
Industry Opinion Survey
• Which countries provide the greatest profit opportunity for
“Men are becoming more concerned about the healthy
targeting consumers by gender?
aspects of food products, Women are drinking more
alcoholic drinks due to the introduction of alcopops...”

Source: Gender Marketing Strategies in Food and Drinks:

Future profit opportunities, best practice innovation and NPD

Key findings from the report...

• Top gender targeted categories such as meal replacements

Most innovative categories for
and diet foods, health drinks and energy drinks reveal that
gender-targeted products
gender targeting tends to fit with products with health
Innovation benefits.
Category rate
Tea 45.5%
Beer 22.2%
• Explicit gender marketing is low, of the new products tracked
Health Drinks 18.8% between the period 1st January 2000 to 1st January 2005, 0.6%
Candies, Non-Chocolate 18.2%
Cereals 17.6% were aimed at women and 0.2% were targeted at men.
Meals & Entrees, Pizza, Hot Snacks & Sandwiches 15.4%
Isotonic, Energy Producing Beverages 15.0%
Candies, Chocolate 13.3% • The opportunity in health products is the different attitudes
Liqueurs & Other Alcoholic Drinks 11.9%
towards health that open up opportunity. For example, there
Source: Gender Marketing Strategies in Food and Drinks: is a stigma attached to men dieting, Pepsi solved this issue by
Future profit opportunities, best practice innovation and NPD
formulating diet drinks, which did not have 'diet' in the brand
The most innovative categories for gender-targeted name, such as Pepsi Max and Pepsi One.
products are tea, beer and health drinks - all beverages.
The top products have specific benefits, are single serve
and important to lifestyle. • Women dominate consumer goods spending. They are
responsible for 80% of all purchases and 82% of all consumer
Source: Gender Marketing Strategies in Food and Drinks:
Future profit opportunities, best practice innovation and NPD goods spending.
Sample information from the report

Chapter 6: Gender in new product development

Top 11 - 20 categories for men for gender targeting
The data which follows refers to North America and
Europe combined, and only takes into account new % male
product launches where the manufacturer has Category targeted

explicitly stated in its launch material that it is aimed Cereals 0.3%

Snacks, Other 0.3%
at either men or women. This is to give a picture of
Bottled Waters 0.3%
how many products, at launch, are explicitly aimed at Fruit & Fruit Flavored Drinks 0.3%
men and women; therefore it will not take into Meals & Entrees, Pizza, Hot Snacks 0.3%
Nuts & Seeds 0.2%
account products which are presumed to be either
Candies, Chocolate 0.2%
male or female. For example, of the large number of Tea 0.2%
pre-prepared home baking mixes launched during the Soft Drinks 0.2%
period, not one makes a specific reference to gender Chewing Gum 0.2%

in its marketing or packaging, even though it is a Source: Gender Marketing Strategies in Food and Drinks Industry Opinion Survey

category traditionally associated with women.

Snack bars with health benefits

The snack bar category is booming as a whole, with some 1007 products launched in the last 5 years. Of those, 28
were launched explicitly for female consumers, with just 6 launched specifically for men, reflecting the appeal of
healthy, convenience food for women.

One of the best examples is Clif Bar's Luna nutrition bar, which was launched in 1999 in America, in response to
requests from women that the company created an energy bar which contained everyday nutrient for women but
less than 200 calories. Research showed that 80% of women failed to consume the full RDI of certain vitamins and
minerals. The bar contains not only 23 of these, but one third of the RDI of calcium, 100% of folic acid amongst
others, and is available in 10 flavours - Orange Bliss, Key Lime Pie, LemonZest, Tropical Crisp, Toasted Nuts and
Cranberry, Chai Tea, S'Mores, Sesame Raisin Crunch, Nutz Over Chocolate and Chocolate Pecan Pie. The company
has also boosted its credentials by sponsoring an all-female triathlon team in the US.

Increase in physical fitness in men and women

The awareness of health issues concerning obesity and heart disease is also reflected in the need for people to take
up more sport and fitness. Manufacturers have catered for the large number of consumers concerned about fitness
through energy drinks. This category shows a relatively high propensity to gender targeting, with 3.4% of the 583
new products launched aimed either men or women specifically. There is a heavy skew towards targeting male
consumers. However, Lucozade Sport Hydro Active, a new isotonic flavoured water drink, has targeted exercisers in
general with no gender bias.
Gender Marketing Strategies in Food and Drinks
Future profit opportunities, best practice innovation and NPD

EXECUTIVE SUMMARY - The rest of the male population

• Introduction to gender marketing • Women and personal care
• Key changes in consumer profiles and • Gender-neutral products
demographics
• Media fragmentation CHAPTER 5: STRATEGIES FOR TARGETING
• What lessons can be learnt from personal care? CONSUMERS
• Strategies for targeting consumers • Summary
• Gender in New Product Development • Introduction
• Conclusions • Exclusion strategies
- Case study - Nestlé Yorkie - "Not For Girls"
CHAPTER 1: INTRODUCTION TO GENDER • Inclusion strategies
MARKETING - Case Study - Coca-Cola - Diet Coke
• Summary
• Introduction CHAPTER 6: GENDER IN NEW PRODUCT
• How does gender marketing fit into the mix? DEVELOPMENT
- Gender vs other consumer segmentation • Summary
metrics • Introduction
• Understanding gender in terms of lifestyle • New product development - where gender fits in
- Gender stereotypes • Top categories for men and women for gender
• Gender as a primary marketing determinant marketing
• Trend analysis
CHAPTER 2: KEY CHANGES IN CONSUMER - Women - the new drinkers
PROFILES AND DEMOGRAPHICS - Beer
• Summary - Increase in physical fitness in men and women
• Introduction - Destigmatization of male low calories drinks
• Gender in terms purchase and consumption - Bottled water and health drinks
• Individualism in progressive countries - Men as dieters
- Economic empowerment - Products that aid skin and hair health
- Living alone - Snack bars with health benefits
• The role of the individual in traditional countries • Innovation in gender targeting
- Timespend by gender - Innovation in all products
- Food preparation - Innovation in gender targeted products
• Gender differences across countries
CHAPTER 7: CONCLUSIONS
CHAPTER 3: MEDIA FRAGMENTATION • Summary
• Summary • Introduction
• Introduction • Changes in society
• Fragmentation in digital television - Purchasing
- US - Consumption
- France, Belgium, The Netherlands, Spain, • Personal care
Norway and Sweden • Limitations in gender marketing
- UK • What are the opportunities in gender marketing?
• Fragmentation in magazines - Health
- Fragmentation in men's magazines - Convenience
- The Internet - Premium

CHAPTER 4: WHAT LESSONS CAN BE LEARNT

FROM PERSONAL CARE?
• Summary
• Introduction
• Gender-neutral brands
• Men are increasingly becoming interested in
personal care
- Metrosexuals
Table of contents continued...
LIST OF FIGURES
• Industry opinion survey
• Please rank the following consumer characteristics
in terms of importance when you are developing a
new product: 1=highly important, 5=least
important
• Please rate how strongly you think gender
differences between men and women (in terms of
lifestyle traditional roles consumer tastes) are
defined in the following countries?
• Which of the following statements do you believe
in general to be more accurate?
• Please rate NPD in each of the following
categories in terms of which consumers it is
biased towards?
• How important do you see each of the following
as marketing targets?
• Please rate how strongly you think gender
differences between men and women (in terms of
lifestyle traditional roles consumer tastes) are
defined in the following countries
• Which of the following media do you think are
best suited to target consumers by gender?
• Venus Water
• Percentage of the population with obesity, 1996,
by country
• J2O Soft Drink
• Beyond Vodka - Premium
• Circulation of German men's magazines,
September 2003
• Nivea for men, products targeted specifically at
men
• Alpura Vivendi Yoghurt; Belleza
• Nestlé Yorkie chocolate bar "It's not for girl's"
• Diet Coke Tort marketing campaign
• Criteria to see in which categories gender
targeting is most appropriate
• Cherry Rocher Red Lady Cherry Whisky
• Island Breeze by Bacardi Original Lite Spirit
• Amstel Light Lager Beer
• Lucozade Sport Hydro Active Drink
• Pepsi One, One Calorie Cola
• Pulse Water + Nutrients Supplement Heart Health
• Formula Drink, Nutrients Supplement Women's
• Health Formula Drink, Nutrients Supplement
• Men's Health Formula Drink
• Yoplait Healthy Heart Yoghurt
• Luna Whole Nutrition Bar for Women
• Futters All Natural Nut Butter
• Celestial Seasonings Tea - Menopause Day
• Menopause Nite
• Anti-Aging Bier
LIST OF TABLES (ABRIDGED)
• Industry opinion survey
• Please rank the following consumer
characteristics in terms of importance when you
are developing a new product: 1=highly
important, 5=least important
• Please rate how strongly you think gender
differences between men and women (in terms
of lifestyle traditional roles consumer tastes) are
defined in the following countries?
• Which of the following statements do you
believe in general to be more accurate?
• Top categories for gender targeting
• Please rate NPD in each of the following
categories in terms of which consumers it is
biased towards
• How important do you see each of the following
as marketing targets?
• Estimated earned income, per person, ($), 2002
• Gender pay gap developments in EU and
Norway
• Number of single person households in Europe
(m), 1997-2007
• People living alone
• Age of first marriage for women, 1980-1999
• Crude divorce rate (divorces per 1000 people) in
Europe and US, 1970-1998
• Percentage of women living alone, by age and
country, 2002
• Time structure used by employed men and
women, hours and minutes per day
• Food Preparation, hours and minutes per day
• Please rate how strongly you think gender
differences between men and women (in terms
of lifestyle traditional roles consumer tastes) are
defined in the following countries
• Increase in obesity in US adults 20-74, 1960-
2000
• Digital TV uptake for US, 2003-2008
• Gender appeal of DirecTV channels in the US
• Digital TV uptake, 2003-2008
• Gender appeal of Canal Plus channels
• Digital TV uptake for UK, 2003-2008
• Gender appeal of Sky channels
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