This report looks at the following areas:
The report conducts research on topics such as the ideal image of women as perceived by female consumers, ways of expressing individuality and paths for self-improvement to explore women’s needs in life.
- Women face dilemmas and challenges in careers, marriage and family, as well as in social interactions
- Changes in approaches to self-expression and ideal female images, as well as preferences for endorsers
- Satisfaction in life and inner emotional demands
- Expectations for the future and choices for self-improvement
The voices of women have never been absent, just unheard. In the new female narrative, brands should focus on women’s innermost needs, respond to their quietness with resonance, and provide thoughtful companionship and rapport for their growth.
Gloria Gan, Senior Analyst, China Insights
Market Definitions
This report covers 3,000 female internet users aged 18-59, aiming to explore the needs of the female group in terms of everyday living and their expectations towards brand marketing experiences.
Collapse All
-
Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- Women’s needs and future opportunities
-
Consumer profile
- Women reign in consumption, while mature and sophisticated women enter the limelight
- Graph 1: population structure, by gender, 2013 vs 2023
- Higher education for women becomes common, and the gender pay gap is narrowing year by year
- Graph 2: gross enrolment ratio in tertiary education* (%), by gender, 2022
- Graph 3: workplace salary levels, by gender, 2019-23
- Women lower their expectations for salaries and actively tackle workplace challenges and difficulties
- Graph 4: how women view their career, by generation, 2023
- Graph 5: characteristics of an ideal job – well-paid, by gender, 2021 vs 2024
- Marriage and birth rates are both declining, and women are increasingly reluctant to choose marriage and childbirth
- Graph 6: changes in marriage rates, divorce rates and birth rates, 2004-23
- The reproductive and household burdens on women are not understood by most men
- Graph 7: share of household chores – caring for children’s diet and everyday needs, by gender, 2024
- Graph 8: share of household chores – purchasing daily necessities, by gender, 2024
- Women’s social engagement is high, but their satisfaction is not
- Graph 9: satisfaction towards 2023, by gender, 2024
- Graph 10: average monthly social expenditure (RMB), by gender and generation, 2024
- Social anxiety and lowered confidence are prominent
- Graph 11: the impacts of emotional issues, by gender, 2024
- Prejudice against women is an important factor affecting their confidence
- Graph 12: satisfaction with life as a woman , 2024
- What is unfulfilled is not the desire for socialising, but the need for emotional communication through socialising
- Graph 13: social activities with friends made due to work-related relationships , by gender, 2024
- Global perspectives equip women with more diverse viewpoints
-
Insights into changes in women’s needs
- The changes in aesthetic judgment of women
- The diverse evolution of the image of women
- The image of women is mostly inextricably linked to beauty standards and judgement
- Boldness leads the female temperament today
- Graph 14: ‘飒+女性’ (cool and female) engagement on social media (ten thousand), 2022-24
- Younger women view gracefulness as less desirable than career ambition and persistence
- Graph 15: characteristics of an ideal woman, by generation, 2024
- Appearance is the most intuitive visual language for women to express their personality
- Graph 16: ways women express individuality, 2024
- Graph 17: ways women express their personality through appearance, by generation, 2024
- The neutral utility style is no longer exclusive to men
- Graph 18: preference for utility style outfits, by gender, 2023 vs 2024
- Intellectual style: restrained elegance and measured sapience
- Unfiltered is at the core, and unpretentious is the bottom line
- Graph 19: the appeal of marketing campaigns to women, by generation, 2024
- ‘Unfiltered’: the preference for a natural makeup style echoes women’s relaxed attitude towards presentation
- Women wearing men’s fashion: from experimentation to classic style
- Say no to the ‘beauty duty’: liberate female aesthetics through the embodiment of ‘coolness’
- Changes in the emotional needs of women
- The emotional need to be seen and understood
- High-rated TV dramas and movies reflect the longing for female emotions
- Heal the mind with child-like playfulness: trigger younger women’s happy childhood memories
- Jellycat remains popular for delivering emotional comfort
- Graph 20: engagement related to ‘Jellycat’ on social media, 2023-24
- ‘Pretend play’ injects emotional immersive experiences into consumption
- Soothing cute IPs become women’s beloved source of emotional support
- Graph 21: Gen Z’s IP style preferences, by gender, 2023
- Younger homebodies are fonder of personalised home and electronic products
- Graph 22: selected ways in which women express individuality, by generation, 2024
- Multisensory experiences let objects become an extension of emotions
- ‘Reverse parenting’: both adults and children are free to be themselves
- Graph 23: appeal of advertising slogans related to children to women with children, by generation, 2022
- Parent-child scenarios: no longer a one-way street but a carefree win-win situation
- Female stand-up comedians, the talk of the town: unfiltered emotions
- Graph 24: interest in talk shows/crosstalk, by gender and generation, 2024
- Casual and entertaining endorsements are more favoured and supported by younger women
- Graph 25: women’s preference for spokespersons – Entertainment performers/singers (a), by generation, 2024
- Brands’ boldness for innovation resonate more emotionally with women
- Graph 26: marketing creativity expectations – I think brand events should embrace more bold and unique ideas, by gender, 2024
- Discuss the diversity and variability of female emotions in an open and humorous way
- Do not underestimate the potential risks of making fun of female titles
- Graph 27: satisfaction with life as a woman – terms of address for women (a), by generation, 2024
- Open platforms that encourage discussion injects new cultural foresight into the connotations of ‘女’ (female), the Chinese character radical
- Understand the diversity and volatility of emotions and provide an open mic for women
- Changes in women’s pursuit of value
- Changes in the pursuit of personal value
- The growth of women is a continuous process of reconciliation with oneself
- In the pursuit of independence, loneliness may be inevitable
- Graph 28: consumers who agree with ‘I prefer trying emerging brands in the field rather than well-known brands’, by gender and generation, 2023
- Learning is the starting point for self-development, and communication is the externalisation of growth
- Graph 29: women’s paths to self-improvement, 2024
- ‘Slow’ reading has become the preferred way for post-1990s women to develop themselves
- Graph 30: women’s self-improvement, by generation, 2024
- The combination of cross-media literature-based marketing and brand storytelling
- Podcasts that enhance cognition and provide companionship attract more post-1990s female audiences
- Graph 31: women’s self-improvement, by generation, 2024
- Sharing and discussion are also important ways for women of different generations to gain knowledge and experience
- Graph 32: women’s self-improvement, by generation, 2024
- Highly efficient and intelligent AI, more in tune with the growth rhythm of post-1980s women
- Graph 33: ways of self-improvement, by generation, 2024
- Women’s next growth buddy does not have to be a carbon-based organism
- Delivering warmth can bring a profound sense of value to women
- Graph 34: attitudes towards brand ESG – agree, by gender, 2024
- Ethical brands that showcase kindness are going to win the favour and support of women
- Graph 35: women’s preference for spokespersons – philanthropists , by generation, 2024
- Environmentally friendly package has become a social medium for younger women to communicate environmentalism with other generations
- Graph 36: preferences for gift package for older people, by gender and generation, 2024
- Empathy urge women to care about marginalised groups in society
- Graph 37: preference for cause in ESG Marketing, by gender, 2024
- Picture specific women and make targeted efforts can reliably boost a brand’s goodwill
- Convivial vibes intersect with kindness: provide constant companionship for women’s value exploration
-
Future opportunities
- Women’s needs and future opportunities
- Support her: break free from the gaze of others and promote the fusion of empowerment and comfort
- Defy traditional boundaries and support women’s expression of their true self without pretence
- From new products to events, brands should fully embody the ‘free to be yourself’ concept and encourage women to not live by rules and be different and free
- Understand her: provide open mic platforms and let different channels of emotional expressions flourish
- Undo social expectations for women and create outlets for emotions
- Whimsical and quirky marketing appeals not only to children
- Engage with her: a female-centric perspective that explores the independence and connections of her inner world
- Podcasts centred on output of companionship build an online private domain for the target female audience
- Small and beautiful offline themed salons invite women to explore themes together, expanding cognitive boundaries with a diversity of perspectives
- What we think
-
Appendix – methodology and abbreviations
- Methodology
- Abbreviations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact usTrusted by global industry leaders
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
