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 1.63 100% 90% Share of respondents 80% 70% 60% 50% 40% 30% 20% 10% 0%
Female Male Male Male Female Female 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

2.30

1.58

2.00

2.93

2.89

5 (Least Important) 4 3 2 1 (Highly important)

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

“Respondents believe male purchasers are only of relative importance when buying goods for himself...”

“In progressive countries, such as Sweden and Norway lifestyles of men and women are becoming increasingly similar, purchasing opportunities are therefore gender neutral...”

“In traditional countries, such as Spain and Italy, purchasing opportunities are more gender specific, because the female is the main purchaser for the household...”

Anti-Aging Bier • Changing demographics .Gender Marketing Strategies in Food and Drinks: Future profit opportunities.. However...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. the growing number of men concerned about their health may be interested in the beer.. best practice innovation and NPD is a new report by Business Insights revealing best practice innovation case-studies for targeting consumers and the role gender takes in devising new product development strategies. how they are changing as consumers and how this varies between countries.. and how media fragmentation has an effect on gender-based marketing. best practice innovation and NPD Please rate how strongly you think gender differences between men and women are defined in the following countries Italy France US Belgium Men and women both feel they are not targeted appropriately by marketers.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. 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. 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. backed up by case-studies. • Best practice strategies for targeting consumers .Examines how exclusion and inclusion strategies can be executed and provides examples of each strategy.” Source: Gender Marketing Strategies in Food and Drinks Industry Opinion Survey This new report will provide you with. 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. 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. Highly defined Mildly defined Little definition UK Spain Germany Sweden 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.” Source: Gender Marketing Strategies in Food and Drinks: Future profit opportunities. men are the income providers and children remain in the family home until they have a family of their own. . • The lessons learnt from personal care .Detailed analysis of shifts in the demographics of men and women. best practice innovation and NPD • Analysis of media fragmentation . mainly due to the traditional culture with the women in the family home..

Hot Snacks & Sandwiches Isotonic. 0. Most innovative categories for gender-targeted products Innovation rate 45. such as Pepsi Max and Pepsi One. • The opportunity in health products is the different attitudes towards health that open up opportunity. Pizza. best practice innovation and NPD Key findings from the report. health drinks and energy drinks reveal that gender targeting tends to fit with products with health benefits. Non-Chocolate Cereals Meals & Entrees..2% 18.. Women are drinking more alcoholic drinks due to the introduction of alcopops. They are responsible for 80% of all purchases and 82% of all consumer goods spending. Please rate NPD in each of the following categories in terms of which consumers it is biased towards Baked goods Confectionery Dairy Fruit and vegetables Ethnic foods Fast foods Health and functional foods Ready meals Alcoholic drinks Snacks Soft drinks Strongly male Male Gender neutral Female Strongly female • Which food and drink categories are the most lucrative for targeting consumers by gender? • What are the best strategies for using gender in marketing and NPD strategies? • How will changes in demographics affect food and drink products in the short and long term and how will this impact your future gender marketing strategies? • In which countries is media more fragmented and how will this change over the next three years? • Which countries provide the greatest profit opportunity for targeting consumers by gender? Derived from Response average Source: Gender Marketing Strategies in Food and Drinks Industry Opinion Survey “Men are becoming more concerned about the healthy aspects of food products..8% 18. Energy Producing Beverages Candies.3% 11.. Pepsi solved this issue by formulating diet drinks.Key questions answered in the report.2% 17. For example. • Explicit gender marketing is low. of the new products tracked between the period 1st January 2000 to 1st January 2005.9% • Top gender targeted categories such as meal replacements and diet foods.6% were aimed at women and 0. • Women dominate consumer goods spending. The top products have specific benefits. there is a stigma attached to men dieting. Category Tea Beer Health Drinks Candies. are single serve and important to lifestyle.2% were targeted at men.5% 22.” Source: Gender Marketing Strategies in Food and Drinks: Future profit opportunities. Source: Gender Marketing Strategies in Food and Drinks: Future profit opportunities. Chocolate Liqueurs & Other Alcoholic Drinks Source: Gender Marketing Strategies in Food and Drinks: Future profit opportunities.. best practice innovation and NPD . best practice innovation and NPD The most innovative categories for gender-targeted products are tea. beer and health drinks .6% 15. which did not have 'diet' in the brand name..4% 15.all beverages.0% 13.

This is to give a picture of how many products.3% 0.3% 0.2% Source: Gender Marketing Strategies in Food and Drinks Industry Opinion Survey . Pizza.2% 0. but one third of the RDI of calcium. Nutz Over Chocolate and Chocolate Pecan Pie. 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. Other Bottled Waters Fruit & Fruit Flavored Drinks Meals & Entrees. Key Lime Pie. which was launched in 1999 in America. Toasted Nuts and Cranberry. of the large number of pre-prepared home baking mixes launched during the period. The bar contains not only 23 of these. 28 were launched explicitly for female consumers. Category Cereals Snacks.3% 0.Sample information from the report Chapter 6: Gender in new product development The data which follows refers to North America and Europe combined. reflecting the appeal of healthy. are explicitly aimed at men and women.2% 0. Chai Tea. convenience food for women. has targeted exercisers in general with no gender bias. LemonZest. with some 1007 products launched in the last 5 years. 100% of folic acid amongst others. Of those. with 3. S'Mores.Orange Bliss. not one makes a specific reference to gender in its marketing or packaging. Chocolate Tea Soft Drinks Chewing Gum Top 11 . Hot Snacks Nuts & Seeds Candies. Research showed that 80% of women failed to consume the full RDI of certain vitamins and minerals.20 categories for men for gender targeting % male targeted 0. The company has also boosted its credentials by sponsoring an all-female triathlon team in the US.2% 0. in response to requests from women that the company created an energy bar which contained everyday nutrient for women but less than 200 calories. There is a heavy skew towards targeting male consumers. One of the best examples is Clif Bar's Luna nutrition bar.3% 0. Snack bars with health benefits The snack bar category is booming as a whole.2% 0. This category shows a relatively high propensity to gender targeting. and only takes into account new product launches where the manufacturer has explicitly stated in its launch material that it is aimed at either men or women. even though it is a category traditionally associated with women. Tropical Crisp. and is available in 10 flavours . at launch.4% of the 583 new products launched aimed either men or women specifically. with just 6 launched specifically for men. therefore it will not take into account products which are presumed to be either male or female.3% 0. Manufacturers have catered for the large number of consumers concerned about fitness through energy drinks. a new isotonic flavoured water drink. Sesame Raisin Crunch. However. Lucozade Sport Hydro Active. For example.

Case Study .Premium .Fragmentation in men's magazines .Innovation in all products .where gender fits in • Top categories for men and women for gender marketing • Trend analysis .Destigmatization of male low calories drinks .Case study .France.The Internet CHAPTER 4: WHAT LESSONS CAN BE LEARNT FROM PERSONAL CARE? • Summary • Introduction • Gender-neutral brands • Men are increasingly becoming interested in personal care .Gender stereotypes • Gender as a primary marketing determinant CHAPTER 2: KEY CHANGES IN CONSUMER PROFILES AND DEMOGRAPHICS • Summary • Introduction • Gender in terms purchase and consumption • Individualism in progressive countries .Men as dieters . best practice innovation and NPD EXECUTIVE SUMMARY • Introduction to gender marketing • Key changes in consumer profiles and demographics • Media fragmentation • What lessons can be learnt from personal care? • Strategies for targeting consumers • Gender in New Product Development • Conclusions CHAPTER 1: INTRODUCTION TO GENDER MARKETING • Summary • Introduction • How does gender marketing fit into the mix? .the new drinkers .Diet Coke CHAPTER 6: GENDER IN NEW PRODUCT DEVELOPMENT • Summary • Introduction • New product development .Consumption • Personal care • Limitations in gender marketing • What are the opportunities in gender marketing? .Economic empowerment . Belgium.Bottled water and health drinks . Norway and Sweden .Living alone • The role of the individual in traditional countries .Increase in physical fitness in men and women .Nestlé Yorkie .Women .Timespend by gender .Gender vs other consumer segmentation metrics • Understanding gender in terms of lifestyle .Gender Marketing Strategies in Food and Drinks Future profit opportunities.Health .Snack bars with health benefits • Innovation in gender targeting .Beer .Food preparation • Gender differences across countries CHAPTER 3: MEDIA FRAGMENTATION • Summary • Introduction • Fragmentation in digital television ."Not For Girls" • Inclusion strategies .Purchasing . Spain.UK • Fragmentation in magazines .Coca-Cola .The rest of the male population • Women and personal care • Gender-neutral products CHAPTER 5: STRATEGIES FOR TARGETING CONSUMERS • Summary • Introduction • Exclusion strategies . The Netherlands.Convenience .Products that aid skin and hair health .Innovation in gender targeted products CHAPTER 7: CONCLUSIONS • Summary • Introduction • Changes in society .US .Metrosexuals .

per person.Premium • Circulation of German men's magazines. hours and minutes per day • Food Preparation.Table of contents continued. 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. 2003-2008 • Gender appeal of Canal Plus channels • Digital TV uptake for UK. products targeted specifically at men • Alpura Vivendi Yoghurt. Nutrients Supplement Women's • Health Formula Drink. 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. September 2003 • Nivea for men. 1980-1999 • Crude divorce rate (divorces per 1000 people) in Europe and US. 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. 19602000 • Digital TV uptake for US. One Calorie Cola • Pulse Water + Nutrients Supplement Heart Health • Formula Drink. 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. by age and country.. 2003-2008 • Gender appeal of Sky channels . 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 . 2003-2008 • Gender appeal of DirecTV channels in the US • Digital TV uptake. ($).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.. 2002 • Gender pay gap developments in EU and Norway • Number of single person households in Europe (m). 1970-1998 • Percentage of women living alone. by country • J2O Soft Drink • Beyond Vodka . 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. 1997-2007 • People living alone • Age of first marriage for women. 1996. 2002 • Time structure used by employed men and women.

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