2020
9
Germany Marketing to Women Market Report 2020
2020-03-30T20:01:51+01:00
REPAD8DB21D_33DD_4F6A_9A0E_25969101388B
2195
32901
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Women","url":"https:\/\/store.mintel.com\/industries\/demographics\/women"}]
Report
en_GB
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, Research Analyst - Consumer…

Germany Marketing to Women Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

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

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.

Quickly Understand

  • How to put a spotlight on mental wellbeing in advertising to women?
  • How to create more genuine storylines to engage women?
  • How to strike a chord through humorous content?
  • What are the market drivers within marketing to women?
  • How to tap into greater diversity?
  • How to make advertising more memorable?

Covered in this report

Brands mentioned: Astra, Capri-Sun, Commerzbank, Dalla Costa Cucina Disney, Edeka, GymQueen, Her Love, Hornbach, Kleines Blumiges Betthupferl, L’Oreal, Maggi, Nawarra, Nivea, Oyá, Pukka, Renault, Rossmann, Season Family Traudl’s Suppe, Stabilo, Yogi Tea Biologisch, YouTube, etc.

Expert analysis from a specialist in the field

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

German women value equality, out-dated gender portrayals in advertising risk offending them. COVID-19 changes their perceptions of advertising in the medium term.
Mainga Hachibiti
Analyst – Consumer Lifestyles

Table of Contents

  1. Executive summary

    • Market context
    • What consumers want and why
    • Graph 1: agreement that men are more likely than women to ignore health problems, women vs men, October 2019
    • Opportunities
  2. market drivers

    • Graph 2: "How worried are you about the risk of being exposed to the Coronavirus (also known as COVID-19)?", March 3-16, 2020
    • Graph 3: "To what extent are you worried about how the outbreak might affect your lifestyle?", March 3-16, 2020
    • Graph 4: number of live births (000s), 2010-18
    • Graph 5: employment rate by gender and age, 2008 vs 2018
    • Graph 6: flexible working arrangements, by gender, 2017
    • Graph 7: students enrolled in STEM courses (000s), by gender, 2016-19
    • Graph 8: who shops for groceries, by gender, June 2019
    • Graph 9: average daily time spent on activities*, by gender, October 2019
    • Graph 10: internet activities for private purposes, by gender, September 2019
    • Graph 11: share of maximum population projections for women, by age group, 2020-30
  3. What consumers want, and why

    • Interest in category advertising
    • Graph 12: women's interest in sector advertising, October 2019
    • Graph 13: interest in sector advertising, women vs men, October 2019
    • Graph 14: women's interest in fashion and beauty advertising, by age, October 2019
    • Graph 15: interest in advertising for technology (eg smartphones, televisions), women vs men, October 2019
    • Graph 16: women's interest in financial services advertising, by working status, October 2019
    • Interest in advertising media
    • Graph 17: appeal of advertising mediums to women, October 2019
    • Graph 18: interest in TV and print advertising, by age, Oct 2019
    • Graph 19: reading news websites/blogs electronically, by gender and age, July 2019
    • Graph 20: top three advertising media among parents of under-16s, October 2019
    • Graph 21: women's interest in types of online advertising, by age, October 2019
    • Graph 22: interest in social media advertising, women and men by age, October 2019
    • Interest in greater diversity in advertising
    • Graph 23: women's interest in diversity in advertising, October 2019
    • Graph 24: interest in diversity in advertising, women vs men, October 2019
    • Graph 25: interest in seeing more diversity in advertising, women by age, October 2019
    • Graph 26: interest in seeing more sexualities in advertising, women by age, October 2019
    • Attitudes towards stereotypes in advertising
    • Graph 27: women's attitudes towards stereotypes in advertising, October 2019
    • Graph 28: agreement with statements on diversity in advertising, women by age, October 2019
    • Graph 29: agreement with select statements on stereotypes in advertising, women by age, October 2019
    • How to make advertising memorable
    • Graph 30: memorable elements in advertising campaigns, women, October 2019
    • Graph 31: memorable elements in advertising campaigns, women vs men, October 2019
    • How women respond to advertising
    • Graph 32: women's behaviours around advertising in the last six months, October 2019
    • Graph 33: Women's behaviours around advertising in the last six months that are positive for brands, by age, October 2019
    • Graph 34: women's behaviour's around advertising in the last six months that are negative for brands, by age, october 2019
    • Graph 35: women's behaviours around advertising in the last 6 months, by age, October 2019
    • Attitudes towards social stereotypes
    • Graph 36: women's attitudes towards social stereotypes, October 2019
    • Graph 37: attitudes towards social stereotypes, women vs men, October 2019
    • Graph 38: women's agreement with gender-based social stereotypes, by age, October 2019
    • Graph 39: women's attitudes towards age- and relationship-based social stereotypes, by age, October 2019
  4. Launch activity and innovation

    • Graph 40: new product launches with a female claim, by category, 2016-19
  5. Appendix

    • Appendix – consumer research methodology

About the report

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.

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.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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