Publisher's latest report "TrendSights Analysis: Gender Specificity explores how and why targeting genders can prove a profitable strategy. The report focuses on

- How relevant is Gender Specificity to my market?

- What does Gender Specificity mean to my category?

- Which consumers are most concerned about Gender Specificity?

- How can I capture the interest of gender-focused consumers on overcrowded shelves?

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 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.

Trend drivers and inhibitors

- 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.

Innovation implications

- 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.