More than half of U.S. shoppers say they’re cutting back on white bread, but it’s not entirely due to gluten-free or carb-free diet trends. Consumers say they want more variety in taste, texture, and health benefits in the bread they eat, underscoring the trend toward artisanal loaves and more robust in-store bakeries. While growth of packaged bakery items is predicted to be flat, reaching $12.8 billion by 2017, the category is far from stale—healthy whole-grain breads, indulgent retro-inspired treats, and smaller portion sizes are generating interest in the category.
Online retailers have access to an abundance of consumer data—they can determine geographic location, style choices, brand preferences, and can make fairly accurate assumptions about marital status, family size, and shopping patterns. Through statistical modeling, marketers can build a profile of their customer and determine which products will likely appeal to her.
Research shows that 46% of Millennial women purchase beauty and personal care products every week and 94% buy cosmetics, haircare, and skincare products each month. While she learns about new brands from her favorite influencers on YouTube and Instagram, she also loves discovering new products in-store and in her favorite magazines. Make sure your brand is on her radar—contact Women’s Marketing for a review of your media strategy to ensure you’re reaching her at every touchpoint.
Ice Cream Market Research
Ice cream—it’s the quintessential summertime sweet. But ice cream market research shows the category is anything but vanilla. Trends indicate that there are cool opportunities in the frozen dessert category that are enticing consumers to take a double dip of the frozen treat. Is you marketing strategy in need of a refresh? Contact Women’s Marketing to learn how our holistic approach to media can help your brand to grow.
Did your summer vacation plans include a yoga retreat, bicycle tour, or guided mountain hike? For wellness-minded consumers, the ability to seamlessly incorporate their healthy lifestyle into their vacation plans is a top priority. When making holiday plans, health-oriented leisure travelers are searching the web for destinations that will allow them to temporarily immerse themselves in their passion. How do consumers plan their perfect getaway? Women’s Marketing looked at how wellness market trends are shaping the multi-billion dollar travel sector.
If you find it hard to stop at just one potato chip, you’re not alone—by 2019, the chip, salsa, and dips category in the US is forecast to exceed $17 billion. As Americans increasingly turn to snack foods to satisfy their cravings for crunch, they also want healthier, less processed options. How can chip and dip brands balance consumer desire for big flavor with their quest for natural, whole foods (especially the Millennial generation)? “Consumers report buying chips and dips to satisfy cravings, not to further their health goals. So claims that focus on low-fat, low-calorie, or low-salt aren’t likely to resonate with consumers,” explains Andrea Van Dam, CEO of Women’s Marketing. “Instead, brands may have a better opportunity to grow sales with messages that convey their product’s innovative flavor profile, convenience, and natural ingredients,” she advises.
Understanding Why She Buys: 3 Reasons Women Shop for ApparelNew research reports 73% of the women surveyed said they purchased up to one quarter of the items in their closets in the past three months. That’s a lot of shopping! While it’s not groundbreaking news that many women enjoy shopping for clothes, the Alliance Data Retail Services report helps give a richer picture of the motivations behind the path-to-purchase for each type of shopping experience. “Understanding why women shop, what they care about, is the first step in securing their business,” says Andrea Van Dam, CEO of Women’s Marketing. “Fashion marketers have a better chance of success when connect with their needs and desires at each touchpoint,” Van Dam continues.
This holiday season, retailers are implementing a range of strategies to optimize their targeting efforts. One technology proving effective is Rich Media Messaging (RMM), a technology that allows brands to engage with consumers via customized mobile content. Invodo and Lyons Consulting Group have projected that one in three holiday purchases in 2015 will be made on mobile devices. Rich media ads have the ability to positively influence this statistic. Bringing the product and brand to the palm of the consumer’s hand, accompanied by a call to action, can assist in driving mobile purchases and overall brand awareness
Latinas are among the fastest growing demographic in the U.S. In fact, the Latina share of the female population in the United States is projected to increase from 16.4% today to 25.7% in 2050. Women’s Marketing took a deep dive into a study of more than 800 Latina women to provide valuable insights into the role that social media plays on her path-to-purchase. Women’s Marketing reaches women when and where they’re most receptive to your message. Contact us to discover how we can help your brand reach your target demographic.