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Description

Description

“When it comes to the role of gender in advertising, women, like men, are starting to feel as though advertisers are making too much of gender politics. As more brands play into themes about female empowerment, women are starting to question how genuine brands are being and if they are truly walking the walk when it comes to equality measures in their own organisation. Brands must be cautious about the role they play in feminist discourse, playing a positive role in the movement’s core equality mission, both in their own corporate efforts and in their marketing.”
– George Zaborowski, Senior Analyst

This report looks at the following areas:

  • Encouraging women to be more active
  • Brands have a duty to uphold the integrity of social trends they champion

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • Over-55s the fastest growing segment of the female population
            • Figure 1: Trends in the size of the UK female population, 2014-24
          • Motherhood continues to be delayed further in life
            • Women over 65 feel confident about their finances going into the new decade
              • Proportion of women who qualify as overweight remains high
                • The consumer
                  • Food and drink the most popular interest of women
                    • Figure 2: Women’s top hobbies and interests, October 2019
                  • Online sources of health advice relevant across all categories
                    • Figure 3: Where women would look for different types of health advice, October 2019
                  • Women most desire that others see them as friendly and trustworthy
                    • Figure 4: Characteristics women hope to be associated with by others, October 2019
                  • Classical art forms arouse the emotions
                    • Figure 5: Women’s engagement with traditional “high-art” forms, Correspondence Analysis, October 2019
                  • Further improvements in workplace equality necessary
                    • Figure 6: Women’s attitudes towards gender and gender equality, October 2019
                  • Gender politics is playing too much of a role in advertising
                    • Figure 7: Women’s attitudes towards gender stereotypes and gender politics in advertising, October 2019
                  • Foodie culture helping to boost interest in new food brands
                    • Figure 8: Categories women indicate an interest in experimenting with unfamiliar brands, October 2019
                  • Women welcome the added diversity offered by new food and drink brands
                    • Figure 9: Attitudes towards supporting start-up food and drink brands, October 2019
                  • Pricing and trust concerns the biggest issues facing food and drink start-ups
                    • Figure 10: Attitudes towards supporting start-up food and drink brands, October 2019
                  • In-store advertising key to new product discovery
                    • Figure 11: Sources of information for new food, drink and beauty and grooming products, October 2019
                  • What we think
                  • Issues and Insights

                    • Encouraging women to be more active
                      • The facts
                        • The implications
                          • Brands have a duty to uphold the integrity of social trends they champion
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Growth in the female population is being driven by over 55s
                                  • Motherhood continues to be delayed further in life
                                    • Employment levels for women hits a record high
                                      • Close to half of women over 65 describe their finances as ‘healthy’
                                        • Women’s fitness levels need improving
                                          • Social media usage nearly universal among women
                                          • Market Drivers

                                            • Demographic factors
                                              • One third of women will be 55 or older by 2024
                                                • Figure 12: Trends in the age structure of the UK female population, 2014-24
                                              • Average age of motherhood continues to rise
                                                • Figure 13: Standardised mean age of mother and father by year, England and Wales, 2009 to 2018
                                              • Appealing to women without children
                                                • Economic factors
                                                  • Employment levels for women at a record high
                                                    • Figure 14: Employment and unemployment for UK women aged 16 years and older (seasonally adjusted), September-November 2009 to September-November 2019
                                                  • Over a quarter of women say their financial situation is healthy
                                                    • Figure 15: Financial situation amongst women, by age, December 2019
                                                  • Older women the most confident about their finances
                                                    • Women’s health
                                                      • Three in five women qualify as overweight
                                                        • Figure 16: Proportion of men and women aged 16+ who are overweight or obese, by region
                                                      • Women’s activity levels fall behind
                                                        • Figure 17: Levels of activity, by gender, 2015/16-2018/19
                                                      • Social media usage
                                                        • Most women are on social media, with Facebook the most popular platform
                                                          • Figure 18: Women’s usage of social media platforms in the last month, October 2019
                                                      • The Consumer – What You Need to Know

                                                        • Food and drink the top interest for women
                                                          • Online sources of health advice valued by women
                                                            • Personable character traits most important to women
                                                              • Classical art forms stir the emotions
                                                                • Improvements in the workplace remain a top priority
                                                                  • Advertisers may have gone too far with gender politics
                                                                    • Foodie culture helping to drive interest in new food brands
                                                                      • Pricing and trust the biggest barriers for food and drink start-ups
                                                                        • In-store advertising crucial to building awareness about new products
                                                                          • Social media a vital resource for young women
                                                                          • Women’s Hobbies and Interests

                                                                            • Food and drink proves most common female interest
                                                                              • Figure 19: Women’s top hobbies and interests, October 2019
                                                                            • Relatively low interest in health, exercise and sports
                                                                              • Could exercise advice on food labels help drive women’s activity levels?
                                                                                • Film industry goes after female audiences
                                                                                  • Figure 20: Proportion of UK women who include cinema/theatre in their main hobbies/interests, by age, October 2019
                                                                              • Sources of Health Advice

                                                                                • Online resources are key, but a personal touch is still relevant
                                                                                  • Figure 21: Where women would look for different types of health advice, October 2019
                                                                                • Most women will seek guidance via multiple outlets
                                                                                  • Figure 22: Repertoire analysis on where women would look for different types of health advice, October 2019
                                                                                • The power of health apps to educate and motivate women into action
                                                                                  • Figure 23: Proportion who would consider using social media or health apps for health advice, by age, October 2019
                                                                              • How Women Want to be Perceived by Others

                                                                                • Women most want to be viewed as friendly and trustworthy…
                                                                                  • Figure 24: Characteristics women hope to be associated with by others, October 2019
                                                                                • …but young women most keen to be seen as determined and successful
                                                                                  • Figure 25: Selected characteristics women hope to be associated with by others, by age, October 2019
                                                                                  • Figure 26: No Room For Clichés. Royal Air Force campaign, 2019
                                                                                  • Figure 27: Bumble The Ball is in Her Court campaign, 2019
                                                                                • Caution required with high aspirational marketing
                                                                                  • Figure 28: This Girl Can Campaign, January 2019
                                                                                • Over-55s more focused on the simpler things
                                                                                • Engagement with Different Art Forms

                                                                                  • Classical art forms evoke emotive response
                                                                                    • Figure 29: Women’s engagement with traditional “high-art” forms, Correspondence Analysis, October 2019
                                                                                    • Figure 30: Women’s engagement with traditional “high-art” forms, October 2019
                                                                                  • Updating classical arts for younger women
                                                                                    • Figure 31: Proportion of women who consider selected art forms to be “Boring”, by age, October 2019
                                                                                    • Figure 32: Marin Alsop in February, 2019
                                                                                    • Figure 33: Irish conductor Eímear Noone
                                                                                • Attitudes towards Gender

                                                                                  • Women demand improvements to workplace equality …
                                                                                    • Figure 34: Women’s attitudes towards gender and gender equality, October 2019
                                                                                  • Brands must be prepared to walk the walk
                                                                                    • The term ‘Feminism’ is a turn off for over half of all women
                                                                                    • Attitudes towards Equality in Advertising

                                                                                      • Advertisers have gone too far with gender politics
                                                                                        • Figure 35: Women’s attitudes towards gender stereotypes and gender politics in advertising, October 2019
                                                                                      • Stereotypes abound
                                                                                        • Authenticity key to successful campaigns
                                                                                        • Experimenting with New Brands

                                                                                          • Foodie trend drives willingness to try out new food brands
                                                                                            • Figure 36: Categories women indicate an interest in experimenting with unfamiliar brands, October 2019
                                                                                          • Clothing and beauty experimentation highest amongst younger women…
                                                                                            • Figure 37: Selected categories women indicate an interest in experimenting with unfamiliar brands, by age, October 2019
                                                                                          • …but opportunities remain to engage older female audiences
                                                                                          • Attitudes towards Food and Drink Start-Ups

                                                                                            • Women are eager to support and come across new brands…
                                                                                              • Figure 38: Attitudes towards supporting start-up food and drink brands, October 2019
                                                                                            • …but retailers need to ensure the right mix of old and new
                                                                                              • Pricing and trust prove the biggest barriers for start-ups to overcome
                                                                                                • Figure 39: Attitudes towards supporting start-up food and drink brands, October 2019
                                                                                              • Breaking through
                                                                                              • Sources of Information for New Products

                                                                                                • The importance of in-store marketing
                                                                                                  • Figure 40: Sources of information for new food, drink and beauty and grooming products, October 2019
                                                                                                • Social media proves important source of information for younger women
                                                                                                  • Figure 41: Social media as an information source for new products by category and age, October 2019
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                  • Abbreviations
                                                                                                    • Consumer research methodology
                                                                                                      • Methodology

                                                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                      • Market

                                                                                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                      • Consumer

                                                                                                        Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                      • Brand/Company

                                                                                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                      • Data

                                                                                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

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