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Female Lifestyle Change and Its Impact on Consumer Appliances

January 2019

One of the main emerging consumer groups globally is women, as their participation in the workplace increases and their disposable incomes rise. This is significantly changing how they make purchasing decisions. This report examines how these changes are affecting traditional female lifestyles and the impacts on consumer appliances.

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Women are the driving force of shopping

Increased financial independence for women, more responsibilities in the workplace and power over business and society has determined the rise of the “She-conomy”.

Women are no longer passive consumers, held back by societal conventions and lack of access to labour.

Female spending power is now getting unlocked. Manufacturers and retailers are targeting this emerging market, as they are aware of the huge untapped potential. However, this phenomenon is also affecting the way women think and act in society.

As they experience financial independence, women’s lifestyles are changing, as well as their purchasing behaviour and, therefore, their impact on consumer goods markets. An example is that Saudi women gained the right to drive in June 2018, after decades of protests. This is expected to have a positive impact on the number of women looking for a job; therefore increasing incomes and boosting the country’s economy.



The Rise of the She-conomy

More economically active women leads to a larger market
Empowering women to sustain economic growth
Women are the driving force of shopping

Female Lifestyle Changes

A female generation with different needs and behaviours is rising
Households are becoming less male-dependent
Women first, mothers second

Impact on Consumer Appliances

The household environment is being transformed
Female independence means more opportunities for appliances
Time-saving and multifunctional appliances will benefit
Smart appliances will help women to move away from household chores
In the modern family, males are getting closer to home appliances
Tech females will create further opportunities for appliances
STEM women will drive smart domestic appliances
Internet retailing is set to continue to increase its relevance

Gender-Neutral Campaigns

Indesit : promoting the use of home appliances for everyone
Beko: focusing on team spirit at home
LG: women are moving away from appliances but closer to the family


Empowered women will favour time-saving appliances
Consumer appliances is set to become fully gender-neutral

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models


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