TrendSights Analysis: Gender Specificity ; Rethinking how to target gender in FMCG markets
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As society grows to become increasingly individualistic, consumers are actively seeking out products that meet their specific gender needs, be those physiological or cultural. Naturally, this trend is prominent in personal care; however, as unnecessarily gendered products and controversial pricing headlines have hit the media, the trend's prominence is quickly expanding across food, beverages, and other categories.
Scope
• 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.
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.
Samfarmer
Marlowe
Powerful Men
Ideal
Alimentos
Ginial
Mancan
Johnnie Walker
Wellwoman
Emmi Schweiz
Evian
Yogi Tea
Mack's
Colgate
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