Across the region, for every ad featuring strong women and girls, there’s the inexplicable product that was marketed specifically to women—but didn’t have to be. From household cleaners to snacks to breakfast cereals, some brands are still creating unnecessarily gendered versions of products where often the only unique feature is pink or glammed up packaging.
But that doesn’t mean there aren’t opportunities for brands to market to women, it just means you need to find ways to address the problems women face. One of the biggest challenges, and a good place to start, is by giving women back what she values the most—time.
On average, 91% of European women say they have shared or primary responsibility for daily shopping, household chores and food prep. In the U.K., 66% have a female as head of household, and all of this amounts to additional demands each week, less time to meet them and even less time available for family, friends and activities. This makes women one of the largest opportunities for convenience-led technologies and services.
Across Europe, 60% of women say that a convenient store location is a highly influential factor when deciding where to shop, compared with 52% of men. Women are looking for ways to maximize efficiency, as they prefer stores that are easy to get in and out of. They also like organized layouts and time-saving services. But it’s not just about where they shop, it’s also about how they shop. In the next five years, 60% of British shoppers intend to use in-store scanners and apps when buying their groceries and 1 in 5 British shoppers intend to use a smart speaker.
When it comes to online shopping, European women want it to be risk-free and convenient. In the UK, the number one reason households chose to shop online is because it saves them time, followed closely by the ease of shopping when/where they like. Want to engage women with your brand or retail offer? Perhaps counterintuitively, that means you need to reduce the amount of time they have to spend considering your brand or navigating your online service. Reducing barriers such as out of stocks, inappropriate substitutions, and delivery fees, while increasing delivery options, easy meal offers and making returns seamless will go a long way to help her save time.
Health is the No. 1 concern for women. In the U.K., limiting sugar tops the list, followed by getting 5 pieces of fruit and veg a day, and not far behind is limiting salt, processed food and fat.
Want to engage with women with your health offering? It starts with making your packaging clearer. Be transparent about your ingredients so your shoppers don’t have to guess. Call out the health credentials of your product, provide all the information needed to make a quick decision. Make it clear and easy to read so that your female shoppers can easily spot whether your product meets their needs or not.
Supporting your female shoppers to meet their healthy eating needs and achieve their healthy lifestyle goals for themselves and their families is key. Otherwise, they simply won’t waste their time.