Gender Specificity refers to consumer’s desire to find products made specifically with their gender in mind. Consumers want products that are “right for me”; gender is a consideration in this, as consumers will look for products that meet gender-based physiological or cultural needs.

Gender Specificity is subject to increased gender targeting and the blurring of gender behaviors at the same time. Improved knowledge of differences in male and female physiology, such as nutritional requirements, means there are new opportunities for products that emphasize that they are “made for men” or “made for women.” However, cultural norms over what it means to be male or female are rapidly changing, becoming more accepting, more liberal, and less stringent. This means brands risk a significant consumer backlash if they are seen as out of step with the times or fixated on tired, outdated views of life at home or at work.

Individualism & Expression is one of the eight mega-trends identified by Canadean as being integral to shaping the FMCG landscape, reflecting consumers’ desire to meet particular needs. Instead of accepting a “one size fits all” philosophy, consumers increasingly want products that meet their unique needs as an individual. Gender plays an important role in determining what specific needs consumers think they have, either as a result of the physiological differences between males and females, or as a result of cultural differences in their societal roles.

Trend drivers

• More individualistic society means consumers are looking for claims that make them feel different from others.
• Increased access to information makes it easier for consumers to find out what is right for their specific needs.
• Blurring gender identities are changing definitions of masculinity and femininity.

Consumer targets
The desire for gendered products changes substantially on a category-by-category basis. In general:
• Men are slightly more likely to look for gendered products than women.
• Opportunities exist to increase female consumption in traditionally masculine categories, such as whiskey and brandy.

Educating consumers as to which ingredients will benefit their gender-related needs or aspirations will help to encourage demand for such products. As the stigma surrounding seemingly unnecessarily gendered products grows, careful pricing strategies and positioning of new gendered products will be essential. Subtle cues to gender targeting rather than outright statements will prove successful.

The report “TrendSights Analysis: Gender Specificity; Rethinking how to target gender in FMCG markets” provides structure, clarity, and perspective to aid understanding of consumer behavior and how trends and events will shape the future. Additionally, this report helps to understand which audiences are most affected by the Gender Specificity trend and compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
Companies mentioned in this report: Natura House, Samfarmer, Marlowe, Powerful Men, Ideal, Alimentos, Ginial, Mancan, Johnnie Walker, Wellwoman, Emmi Schweiz, Evian, Yogi Tea, Mack’s, Colgate.