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Germany Marketing to Women Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Women - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Under-25s have the highest interest in advertising for all kinds of products and are three times more likely than average to start using a brand because of its advertising. Ads must reflect modern German society and women's equality with men or they risk a vocal feminine backlash.


Germany's ageing population presents challenges particularly for beauty and fashion brands, but also opportunities for leisure and travel operators. Although older women seem satisfied with current gender representation in ads, there is more opportunity to feature older, successful women in ads to engage with over-55s.

Expert analysis from a specialist in the field

Written by Mainga Hachibiti, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As German women achieve greater work- and home-based equality with men, old-fashioned gender portrayals in advertising risk offending women, as well as men. Mainga Hachibiti
Lifestyles Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • What consumers want and why
    • [Graph] Germany: agreement that men are more likely than women to ignore health problems, women vs men, October 2019
    • Opportunities
  2. market drivers

    • [Graph] Germany: "How worried are you about the risk of being exposed to the Coronavirus (also known as COVID-19)?", March 3-16, 2020
    • [Graph] Germany: "To what extent are you worried about how the outbreak might affect your lifestyle?", March 3-16, 2020
    • [Graph] Germany: number of live births (000s), 2010-18
    • [Graph] Germany: employment rate by gender and age, 2008 vs 2018
    • [Graph] Germany: flexible working arrangements, by gender, 2017
    • [Graph] Germany: students enrolled in STEM courses (000s), by gender, 2016-19
    • [Graph] Germany: who shops for groceries, by gender, June 2019
    • [Graph] Germany: average daily time spent on activities*, by gender, October 2019
    • [Graph] Germany: internet activities for private purposes, by gender, September 2019
    • [Graph] Germany: share of maximum population projections for women, by age group, 2020-30
  3. What consumers want, and why

    • Interest in category advertising
    • [Graph] Germany: women's interest in sector advertising, October 2019
    • [Graph] Germany: interest in sector advertising, women vs men, October 2019
    • [Graph] Germany: women's interest in fashion and beauty advertising, by age, October 2019
    • [Graph] Germany: interest in advertising for technology (eg smartphones, televisions), women vs men, October 2019
    • [Graph] Germany: women's interest in financial services advertising, by working status, October 2019
    • Interest in advertising media
    • [Graph] Germany: appeal of advertising mediums to women, October 2019
    • [Graph] Germany: interest in TV and print advertising, by age, Oct 2019
    • [Graph] Germany: reading news websites/blogs electronically, by gender and age, July 2019
    • [Graph] Germany: top three advertising media among parents of under-16s, October 2019
    • [Graph] Germany: women's interest in types of online advertising, by age, October 2019
    • [Graph] Germany: interest in social media advertising, women and men by age, October 2019
    • Interest in greater diversity in advertising
    • [Graph] Germany: women's interest in diversity in advertising, October 2019
    • [Graph] Germany: interest in diversity in advertising, women vs men, October 2019
    • [Graph] Germany: interest in seeing more diversity in advertising, women by age, October 2019
    • [Graph] Germany: interest in seeing more sexualities in advertising, women by age, October 2019
    • Attitudes towards stereotypes in advertising
    • [Graph] Germany: women's attitudes towards stereotypes in advertising, October 2019
    • [Graph] Germany: agreement with statements on diversity in advertising, women by age, October 2019
    • [Graph] Germany: agreement with select statements on stereotypes in advertising, women by age, October 2019
    • How to make advertising memorable
    • [Graph] Germany: memorable elements in advertising campaigns, women, October 2019
    • [Graph] Germany: memorable elements in advertising campaigns, women vs men, October 2019
    • How women respond to advertising
    • [Graph] Germany: women's behaviours around advertising in the last six months, October 2019
    • [Graph] Women's behaviours around advertising in the last six months that are positive for brands, by age, October 2019
    • [Graph] Germany: women's behaviour's around advertising in the last six months that are negative for brands, by age, october 2019
    • [Graph] Germany: women's behaviours around advertising in the last 6 months, by age, October 2019
    • Attitudes towards social stereotypes
    • [Graph] Germany: women's attitudes towards social stereotypes, October 2019
    • [Graph] Germany: attitudes towards social stereotypes, women vs men, October 2019
    • [Graph] Germany: women's agreement with gender-based social stereotypes, by age, October 2019
    • [Graph] Germany: women's attitudes towards age- and relationship-based social stereotypes, by age, October 2019
  4. Launch activity and innovation

    • [Graph] Germany: new product launches with a female claim, by category, 2016-19
  5. Appendix

    • Appendix – consumer research methodology

About the report

This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

  • The Consumer

    What They Want. Why They Want It.

  • The Competitors

    Who’s Winning. How To Stay Ahead.

  • The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

  • The Innovations

    New Ideas. New Products. New Potential.

  • The Opportunities

    Where The White Space Is. How To Make It Yours.

  • The Trends

    What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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