February 16/Chicago/Prepared Foods Magazine & Datamonitor -- When marketers target products at women, they can use a wide range of strategies. According to Datamonitor's Business Insights, this is because women have specific nutritional needs and aspirations arising from their physiological reproductive capacities, have a strong interest in looking good through weight control and beauty, and typically respond to appeals that reference feminine colors and other feminine associations in packaging and product name/styling. Women’s key nutritional concerns will vary according to their stage in the life course, their associated health/wellness needs and lifestyle priorities. In these ways, marketers can target women as individuals.
Unlike women, men are not recognized as having physiological health and wellness needs specific to their reproductive capacities. Compared to women, this restricts the range of ways marketers can target men as a consumer group. A central marketing strategy in making a personalized appeal to men centers around offering performance enhancement benefits, either sexually, or in sporting activities, or generally in terms of demanding work and lifestyle activities.