Consumer Goods

Blurring Gender Boundaries in FMCG

  • CAN376407
  • 40 Pages
  • March 2015
  • Consumer Goods
Summary
In the FMCG industry, a number of categories are almost exclusively targeted at either men or women, thus overlooking half of the market and often reinforcing outdated gender stereotypes. This report identifies the key societal changes that are shaping new consumer needs among men and women, and the corresponding categories that are poised to benefit most from these changes.


Synopsis
- Compare the consumption needs and motivations of men and women in six categories, with consumer insight analysis that covers 25 countries globally.

- Access valuable consumption frequency data to more effectively gauge the size of the opportunity.

- Draw inspiration from product examples throughout the brief that showcase how brands are breaking gender stereotypes.

ReasonsToBuy
- What motivates men and women to consume products that are typically marketed towards the opposite sex?

- Which categories are most effectively breaking gender stereotypes?

- Should brands adopt a gender-specific or gender-neutral approach to marketing?

Key Highlights
The inclination for men to use cosmetics is markedly stronger in certain countries. Male consumers in India, China, and the United Arab Emirates are most likely to use make-up. This presents valuable opportunities for cosmetics manufacturers to develop products that specifically cater to certain skin types, complexions, and religions.

Women have emerged as an important segment for the sports nutrition category. They are, after all, just as likely as men to exercise on a regular basis. 60% of female consumers claim to perform exercise such as playing sports or going to the gym at least once a week, compared to 63% of men.
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