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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 report 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.

Table of Contents
 
Gender Marketing Strategies in Food and Drinks
 
Executive Summary 10
 
Introduction to gender marketing 10
 
Key changes in consumer profiles and demographics 11
 
Media fragmentation 12
 
What lessons can be learnt from personal care? 13
 
Strategies for targeting consumers 14
 
Gender in New Product Development 15
 
Conclusions 16
 
Chapter 1 Introduction to gender marketing 18
 
Summary 18
 
Introduction 19
 
How does gender marketing fit into the mix? 19
 
Gender vs other consumer segmentation metrics 20
 
Understanding gender in terms of lifestyle 22
 
Gender stereotypes 23
 
Gender as a primary marketing determinant 28
 
Chapter 2 Key changes in consumer profiles
 
and demographics 34
 
Summary 34
 
Introduction 34
 
Gender in terms purchase and consumption 35
 
Individualism in progressive countries 36
 
Economic empowerment 37
 
Living alone 39
 
4
 
The role of the individual in traditional countries 43
 
Timespend by gender 45
 
Food preparation 46
 
Gender differences across countries 48
 
Chapter 3 Media fragmentation 54
 
Summary 54
 
Introduction 55
 
Fragmentation in digital television 57
 
US 57
 
France, Belgium, The Netherlands, Spain, Norway and Sweden 59
 
UK 62
 
Fragmentation in magazines 65
 
Fragmentation in men’s magazines 66
 
The Internet 69
 
Chapter 4 What lessons can be learnt from
 
personal care? 72
 
Summary 72
 
Introduction 72
 
Gender-neutral brands 73
 
Men are increasingly becoming interested in personal care 76
 
Metrosexuals 77
 
The rest of the male population 78
 
Women and personal care 79
 
Gender-neutral products 80
 
Chapter 5 Strategies for targeting
 
consumers 84
 
Summary 84
 
Introduction 84
 
Exclusion strategies 85
 
Case study - Nestlé Yorkie – “Not For Girls” 86
 
Inclusion strategies 89
 
5
 
Case Study - Coca-Cola – Diet Coke 89
 
Chapter 6 Gender in New Product
 
Development 96
 
Summary 96
 
Introduction 96
 
New product development – where gender fits in 97
 
Top categories for men and women for gender marketing 98
 
Trend analysis 102
 
Women – the new drinkers 102
 
Beer 106
 
Increase in physical fitness in men and women 107
 
Destigmatization of male low calories drinks 109
 
Bottled water and health drinks 110
 
Men as dieters 111
 
Products that aid skin and hair health 114
 
Snack bars with health benefits 115
 
Innovation in gender targeting 117
 
Innovation in all products 117
 
Innovation in gender targeted products 119
 
Chapter 7 Conclusions 124
 
Summary 124
 
Introduction 125
 
Changes in society 125
 
Purchasing 126
 
Consumption 127
 
Personal care 127
 
Limitations in gender marketing 128
 
What are the opportunities in gender marketing? 129
 
Health 129
 
Convenience 129
 
Premium 129
 
Glossary 131
 
Index 132
 
6
 
List of Figures
 
Figure 1.1: Venus Water 20
 
Figure 1.2: Please rank the following consumer characteristics in terms of importance when you
 
are developing a new product: 1=highly important, 5=least important 21
 
Figure 1.3: Gender in terms of lifestyle 22
 
Figure 1.4: 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? 25
 
Figure 1.5: Which of the following statements do you believe in general to be more accurate? 28
 
Figure 1.6: Please rate NPD in each of the following categories in terms of which consumers it is
 
biased towards: 31
 
Figure 2.7: Purchase and consumption patterns in traditional and progressive countries 35
 
Figure 2.8: How important do you see each of the following as MARKETING targets? 44
 
Figure 2.9: Summary of changing demographics, by country 48
 
Figure 2.10: 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 50
 
Figure 3.11: Media sources for targeting consumers by gender 56
 
Figure 3.12: Circulation of German men’s magazines, September 2003 68
 
Figure 4.13: Nivea for men, products targeted specifically at men 78
 
Figure 4.14: Alpura Vivendi Yogurt; Belleza 82
 
Figure 5.15: Nestlé Yorkie chocolate bar- “It’s not for girl’s” 87
 
Figure 5.16: Diet Coke Tort marketing campaign 91
 
Figure 6.17: Criteria to see in which categories gender targeting is most appropriate 101
 
Figure 6.18: Beyond Vodka - Premium 104
 
Figure 6.19: Cherry Rocher Red Lady Cherry Whisky 105
 
Figure 6.20: Island Breeze by Bacardi Original Lite Spirit 106
 
Figure 6.21: Amstel Light Lager Beer 107
 
Figure 6.22: Lucozade Sport Hydro Active Drink 108
 
Figure 6.23: Pepsi One, One Calorie Cola 109
 
Figure 6.24: Pulse Water + Nutrients Supplement Heart Health Formula Drink, Nutrients
 
Supplement Women's Health Formula Drink, Nutrients Supplement Men's Health
 
Formula Drink 110
 
Figure 6.25: Soyfresh Susu Kacang Soya - Malt Flavor 115
 
Figure 6.26: Luna Whole Nutrition Bar for Women 116
 
Figure 6.27: Futters All Natural Nut Butter 118
 
Figure 6.28: Celestial Seasonings Tea - Menopause Day; Menopause Nite 120
 
Figure 6.29: Anti-Aging Bier 121
 
Figure 7.30: Women’s earnings as % of men’s earnings 125
 
7
 
List of Tables
 
Table 1.1: Please rank the following consumer characteristics in terms of importance when you
 
are developing a new product: 1=highly important, 5=least important 21
 
Table 1.2: 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? 24
 
Table 1.3: Which of the following statements do you believe in general to be more accurate? 27
 
Table 1.4: Top categories for gender targeting 29
 
Table 1.5: Please rate NPD in each of the following categories in terms of which consumers it is
 
biased towards: 30
 
Table 2.6: Estimated earned income, per person, ($), 2002 37
 
Table 2.7: Gender pay gap developments in EU and Norway 38
 
Table 2.8: Number of single person households in Europe (m), 1997-2007 39
 
Table 2.9: People living alone, by country, 1980-2001 40
 
Table 2.10: Average age of first marriage, 1999 41
 
Table 2.11: Crude divorce rate (divorces per 1000 people) in Europe and US, 1970-1998 41
 
Table 2.12: Percentage of women living alone, by age and country, 2002 42
 
Table 2.13: How important do you see each of the following as MARKETING targets? 44
 
Table 2.14: Time structure used by employed men and women, hours and minutes per day 46
 
Table 2.15: Food Preparation, hours and minutes per day 47
 
Table 2.16: 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 50
 
Table 3.17: Media sources for targeting consumers by gender 56
 
Table 3.18: Digital TV uptake for US, 2003-2008 57
 
Table 3.19: Gender appeal of DirecTV channels in the US 58
 
Table 3.20: Digital TV uptake, 2003-2008 59
 
Table 3.21: Digital TV uptake, 2003-2008, cont. 60
 
Table 3.22: Gender appeal of Canal Plus channels 61
 
Table 3.23: Digital TV uptake for UK, 2003-2008 63
 
Table 3.24: Gender appeal of Sky channels 63
 
Table 3.25: Gender appeal of Sky channels, cont. 64
 
Table 3.26: The National Magazine Company circulation figures, UK, June- Dec 2004 65
 
Table 3.27: The Hearst Group circulation figures, June-Dec 2001 66
 
Table 3.28: FHM, circulation figures, 2003/04 69
 
Table 4.29: Please give an example of a brand that has traditionally been targeted at MEN that has
 
also been successfully targeted at FEMALE consumers 73
 
Table 4.30: Please give an example of a brand that has been targeted traditionally at WOMEN that
 
has also been successfully targeted at MALE consumers 74
 
Table 4.31: Men’s personal care usage market value (€m and US$m) by country, 2003-2008 76
 
Table 4.32: Population of over 50’s, (mn), by county, 2003-2008 81
 
Table 6.33: Top 20 categories for men for gender targeting 98
 
Table 6.34: Top 20 categories for women for gender targeting 99
 
Table 6.35: Prevalence of obesity in the seven major markets by age (000s), 2003 112
 
Table 6.36: Innovation in NPD 117
 
Table 6.37: Most innovative categories for all products 118
 
Table 6.38: Most innovative categories for gender-targeted products 119
 
Table 7.39: Changes in purchase and consumption with increased female empowerment 126