Prepared Foods Exclusive: Targeting Specific Consumer Groups Products Claims Analysis
Based on a Datamonitor report, which may be found in Prepared Foods' Report-based Editorial section here.
When marketers target products at women, they can use a wide range of strategies. 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.