Girl Power: Marketing to Today’s Women
Chapters: 7 | Tables: 31 | Publication date: Oct 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
EXECUTIVE SUMMARY
KEY DRIVERS
Summary 1 Influences on Female Purchasing Habits 2007
SHOPPING TRENDS
Chart 1 Share of Spending by Gender and Market Sector 2005
CONSUMER MARKET TRENDS
Chart 2 Global Sales of Selected Products 2001/2006
OUTLOOK
Chart 3 Forecast Global Sales of Selected Products 2006/2011
INTRODUCTION
THE MEGA NICHE
SINGLETONS
The Bridget Jones phenomenon
Urban women more likely to be single
Free spenders
Table 1 Average Age of Women at First Marriage 2001/2006
YOGA MOMS
Image and status are paramount
Only the best for yoga kids
The emergence of the Alpha Mom
BOOMER WOMEN
50 is the new 30
The age of empowerment is past
More realism required
Table 2 Female Boomer Population 2001/2006
DRIVERS
WOMEN IN THE WORKFORCE
Global patterns
Chart 4 Female Labour Force Participation Rate by Region 1996/2006
Women’s employment by sector
Chart 5 World and Regional Female Employment by Sector 2006
Country trends
Table 3 Working Women as % Female Population by Country 2001/2006
SPENDING POWER
Average disposable incomes
Table 4 Average Annual Disposable Income of Women Per Capita 2001/2006
Women’s incomes as a proportion of men’s
Table 5 Women’s Average Annual Disposable Income As a Proportion of Men’s 2001/2006
Attitudes to finance
WOMEN AND SHOPPING
What women buy
Table 6 Share of Spending by Gender and Market Sector 2005
How women buy
Retailer strategies
WOMEN AND THE INTERNET
Women catching up with men
Australian women at home on the Net
Young female professionals fuel on-line growth in Europe
Surfer Moms become a force to be reckoned with
Women use net to communicate
INFLUENCE OF THE MEDIA
TV, magazines and the internet
Rise of the celebrity culture
Feminisation of the Internet
ATTITUDES TOWARDS BEAUTY
The notion of the “perfect body”
Dieting
Chart 6 Global Sales of Slimming Products by Type (% Value) 2006
Eating disorders
Attitudes to ageing
Plastic surgery trends
ATTITUDES TOWARDS HEALTH
The fitness fad
Female smokers
Table 7 Change in Female Smoking Prevalence – Major Countries 2001/2006
HEALTH AND BEAUTY SERVICES
Salons
Spas
CONSUMER MARKET OPPORTUNITIES
CLOTHING AND FOOTWEAR
Price discounting drives volume growth
Retailer segmentation helps add value
Table 8 Global Sales of Women’s Clothing and Footwear by Subsector 2001-2006
COLOUR COSMETICS
Targeting by ethnicity and age
Increasing functionality
Eye make-up benefits from innovation
Nail products face competition from salons
Table 9 Global Sales of Colour Cosmetics by Subsector 2001-2006
SKIN CARE
Consumers remain fickle, but open to new products
Premium faces growing threat from masstige arena
Technology versus natural ingredients
Table 10 Global Sales of Skin Care by Subsector 2001-2006
HAIR CARE
Consumers demand efficacy without the chemicals
2-in-1 products continue to lose popularity
Table 11 Global Sales of Hair Care by Subsector 2001-2006
FRAGRANCES
Celebrity scents continue to arrive thick and fast
Gourmand scents take off
Table 12 Global Sales of Women’s Fragrances by Subsector 2001-2006
DEPILATORIES
Growth in women’s razors outstrips men’s
Increased convenience and efficacy fuels hair remover growth
Procter & Gamble pioneers at-home laser hair removal
Table 13 Global Sales of Women’s Depilatories by Subsector 2001-2006
SANPRO
Limited scope for development
SCA pioneers new niche
Table 14 Global Sales of Sanpro by Subsector 2001-2006
HEALTH AND SLIMMING PRODUCTS
Women remain key buyers of vitamins and supplements
Beauty supplements represent burgeoning niche
Segmentation fuels growth of vitamins
Slimming products remain sluggish overall
Slimming teas benefit from natural image
Table 15 Global Sales of Selected Health Products 2002-2006
MARKETING TO WOMEN
FAITH POPCORN’S “8 TRUTHS”
“Connecting Your Female Consumers to Each Other Connects Them to Your Brand”
“If You’re Marketing to One of Her Lives You’re Missing All the Others”
“If She Has to Ask, It’s Too Late”
“Market to Her Peripheral Vision and She Will See You in a Whole New Light”
“Walk, Run, Go to Her, Secure Her Loyalty Forever”
“This Generation of Women Consumers Will Lead You to the Next”
“Co-parenting is the Best Way to Raise a Brand”
“Everything Matters – You Can’t Hide Behind Your Logo”
THE SHE FACTOR
Changing the gender focus
Car marketing a piece of cake
Targeting women with humour
FEMINISING MALE PRODUCTS
Beers go for a sweeter tooth
MARKET SNAPSHOTS
AUSTRALIA
Income and Labour Trends
Table 16 Australia: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 17 Australia: Sales of Selected Products 2001/2006
CHINA
Income and Labour Trends
Table 18 China: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 19 China: Sales of Selected Products 2001/2006
FRANCE
Income and Labour Trends
Table 20 France: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 21 France: Sales of Selected Products 2001/2006
GERMANY
Income and Labour Trends
Table 22 Germany: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 23 Germany: Sales of Selected Products 2001/2006
JAPAN
Income and Labour Trends
Table 24 Japan: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 25 Japan: Sales of Selected Products 2001/2006
UK
Income and Labour Trends
Table 26 UK: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 27 UK: Sales of Selected Products 2001/2006
USA
Income and Labour Trends
Table 28 USA: Female Income and Labour Patterns 2001-2006
Women’s Profile
Market Trends
Table 29 USA: Sales of Selected Products 2001/2006
FUTURE OUTLOOK
TRENDS TO WATCH
More women to join the workforce
Girl Power is here to stay
Targeting the female demographic
Increased focus on beauty and wellness
Segmentation key to margin enhancement
Celebrity endorsement to focus on experts
FORECASTS
Price deflation will continue to impact clothing and footwear
Skin care and slimming products to benefit from strive for beauty
Sanpro potential limited by ageing population
Future innovation will focus on solutions for older skin and hair
Table 30 Forecast Global Sales in Selected Sectors 2006-2011