Consumer Insight - March 2014

Gender

consumer insight

 

HOW IT PLAYS OUT

In packaging, the attention given to gender is most obvious in the structure’s shape and the colors of the design.

WHY GENDER CUES EXIST

Historically, callouts have been used to make shopping quick and easy.

WHAT CUES ARE NOT

Cues are one thing; stereotypes are a whole different animal. Females disapprove when defined in stereotypical terms of the little wife or hot chick; men should not be thought of as one-dimensional caricatures either.

 
 

What Brands Can Do!

Even though unisex packaging is done, and done well (CK One, for example), some females will still always gravitate to girly designs, and some men will forever pick up the manliest packs. You can’t please everyone: Brands should examine their reason for being and product and choose packaging and art accordingly.

 

Research provided by Mintel.
Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analyses that directly impacts client success. Contact Mintel at info@mintel.com or 312-932-0400. www.mintel.com.
 

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