Across the region, for every ad featuring strong women and girls, there’s the inexplicable product that was marketed specifically to women—but didn’t have to be. From household cleaners to snacks to breakfast cereals, some brands are still creating unnecessarily gendered versions of products where often the only unique feature is pink or glammed up packaging.
But that doesn’t mean there aren’t opportunities for brands to market to women, it just means you need to find ways to address the problems women face. One of the biggest challenges, and a good place to start, is by giving women back what she values the most—time.
On average, 91% of European women say they have shared or primary responsibility for daily shopping, household chores and food prep. All of this amounts to additional demands each week, less time to meet them and even less time available for family, friends and activities. This makes women one of the largest opportunities for convenience-led technologies and services.
Across Europe, 60% of women say that a convenient store location is a highly influential factor when deciding where to shop, compared with 52% of men. Women are looking for ways to maximize efficiency, as they prefer stores that are easy to get in and out of. They also like organized layouts and time-saving services. But it’s not just about where they shop, it’s also about how they shop. 54% of Irish shoppers claim to have used self service checkouts in store and 9% have used a ‘click and collect’ service where they ordered products online and collected in store.
When it comes to online shopping, European women want it to be risk-free and convenient. 18% of Irish shoppers claim to have bought groceries online in the latest 4 weeks, and over ¾ of these shoppers were women. In Ireland, the number one barrier to online shopping is that shoppers enjoy the in store experience, followed closely by concerns of product quality and lack of ability to examine products when shopping online. Want to engage women with your brand or retail offer? This may mean that you need to enhance the experience they undergo when navigating your online service. Improved websites with greater product information, and reducing barriers such as out of stocks and inappropriate substitutions will go a long way to improve her experience and help her save time.
In Ireland, health is tied in first position with the economy as people’s number one concern. In terms of specific health concerns, limiting sugar tops the list, followed by getting 5 pieces of fruit and veg a day, and not far behind is limiting salt.
Want to engage with women over health? It starts with making your packaging clearer. Sixty-five percent of Irish female shoppers claim to regularly read the ingredients list on product packaging, and 75% of Irish female shoppers believe that manufacturers need to make ingredient lists clearer and easier to understand. Be transparent about your ingredients so your shoppers don’t have to guess. Call out the health credentials of your product, provide all the information needed to make a quick decision. Make it clear and easy to read so that your female shoppers can easily spot whether your product meets their needs or not.
Supporting your female shoppers to meet their health eating needs and achieve their healthy lifestyle goals for themselves and their families is key. Otherwise, they simply won’t waste their time.
- Nielsen Shopper Trends Research October 2019
- Nielsen Ireland State of the Nation Consumer Survey May 2019