The notion that women differ from men would not seem terribly
groundbreaking, yet a casual trip down most food aisles
reveals a “one size fits all” approach. Generically
speaking, such a strategy is not unsound: many foods are
equally beneficial for either gender. However, a closer
inspection reveals a variety of products tailored to meet
women’s nutritional needs; guys are less fortunate.
Certain drugs are metabolized differently by men and women.
Women resist viruses better than men. Their smaller hearts
beat faster than guys’. Sadly, a look at the major
health indicators shows they are more likely to suffer non-fatal,
disabling illnesses than men. Successful treatment of such
illnesses varies by gender. For that matter, the risk factors
for many of these illnesses vary according to, yes, gender.
As such, manufacturers should consider these aspects when
developing and marketing products addressing an illness.
Methods to communicate to each gender can vary as well.
Gender marketing efforts center around the manner by which
each gender processes information and channels that knowledge
into buying decisions. Males, for instance, do not want
to linger in the buying process, reach a decision quickly
and often fail to evaluate the diverse options. Females,
on the other hand, prefer to be informed about their options
and will spend as much time as it takes during this evaluation,
reflecting their concerns about how the decision and product
will affect them.
As a result, it should be no surprise that women typically
are more knowledgeable about healthier foods and the benefits
of fortification. With this knowledge comes an awareness
and willingness to try products with healthful ingredients.
Not to say men are not concerned about health issues, but
they are not the earliest adopters of products addressing
those issues. However, as benefits become more widely known
and accepted, men are expected to incorporate such items.
Taking the Stages
One issue of particular interest to the large number of
Baby Boomer women has been menopause. Some 35 million women
are currently menopausal, with 10 million more peri-menopausal,
and means of addressing this stage of life vary. A variety
of products introduced around the world are available for
women facing menopause, and two of the most recent come
from Celestial Seasonings (Boulder, Colo.). The company’s
Wellness Tea line has added Menopause Nite Tea and Menopause
Day Tea. The caramel-flavored former is made from black
cohosh and valerian extracts, with natural herbs and vitamins
to address symptoms that may interfere with sleep patterns
interrupted by menopause. The latter is made with black
cohosh and red clover, extracts used for centuries to address
women’s issues and reduce hot flashes. In the U.K.,
retail pharmacist Boots (Nottingham, U.K.) has launched
one of Europe’s first such products, a range of shakes
and smoothies aimed at menopausal women. Made with plant
estrogen-rich soya, these are found in chocolate soya shake,
vanilla soya shake and smoothie varieties.
At the other end of the spectrum, pregnant women and new
moms have several products addressing their changing health
needs. Golden Temple of Oregon’s (Eugene, Ore.) Yogi
Tea has introduced several organic teas for women: Nursing
Mom, Mother to Be, Moon Cycle and Raspberry Leaf. Organic
raspberry leaf appears in the latter two products and, according
to Yogi Tea, has been used by midwives and Western herbalists
for thousands of years to “strengthen and prepare
the uterus during pregnancy.” The ingredient promises
to “reduce the pain of menstruation and to strengthen
and tone the uterus,” while also helping to maintain
gastrointestinal, respiratory tract and cardiovascular health.
The Moon Cycle variety balances hormones and eases discomfort
associated with premenstrual syndrome, including regulating
mood swings, cramps and other minor symptoms.
The Nursing Mom variety boasts several ingredients to improve
the new mom’s health. Fennel seed supports milk production
in nursing mothers and, combined with fenugreek and anise,
has traditional use as galactagogues, agents that promote
lactation.
For pregnant women with upset stomachs, Preggie Pops (West
Hills, Calif.) are found at some maternity stores and online.
Developed by registered nurses, the naturally flavored lollipops
ease nausea associated with morning sickness.
Women’s health issues are the focus of a number of
beverages, in particular. While teas formulated with healthful
benefits are numerous, some beverages are designed specifically
not only for the woman’s palate, but for her particular
health needs. For instance, DrinkWell (Tempe, Ariz.) has
attempted to create an entirely new grocery segment. The
company’s Liquiceutial line of products is an effort
to enhance the benefits of solid dietary supplements. According
to DrinkWell, a proprietary pharmaceutical-grade manufacturing
process converts these supplements into a stable liquid
form, allowing greater absorption and bioavailability.
The physician-formulated Breast Health Formula is touted
as the first liquid nutritional product designed specifically
to promote healthy breast tissue. Purportedly acting as
a detoxifying agent, the product promises to help eliminate
excess hormones. The breast health formula boasts potassium
D-glucarate, a form of glycolic acid patented by MD Anderson
Cancer Center (Houston). Naturally present in fruits and
vegetables, glucarate supports the body’s major detoxification
pathways.
Male Service
While generally regarded as a disease of concern only to
women, breast cancer has been on the rise in men. Researchers
at the MD Anderson Cancer Center admit the occurrence is
rare, predicted to affect 1,600 men in 2004, but it is on
the rise--by 25% over the past 25 years. Dr. Sharon Giordano,
who led the study, suspects obesity may be a factor in the
increase: breast cancer in both sexes has been linked to
estrogen, and fat cells produce the hormone.
For men, though, the leading cause of cancer and number-two
cause of cancer deaths is prostate cancer. One in five men
is expected to develop the disease in their lifetime, with
the total rising to 3.795 million in 2005 and a 30% jump
in those aged 50 to 64. However, few foods and beverages
have yet to target this malady. A search of foods and beverages
on the Global New Products Database (GNPD, Chicago) for
“prostate” finds only two foods with the word
mentioned. One of these, Wellness Tea from Almased (St.
Petersburg, Fla.), refers to relieving prostate pain, but
also helps with “menstrual discomfort and menopausal
problems,” making it difficult to regard this as a
chiefly male-oriented product.
In supplement aisles, several products can be found for
men, including Bayer Consumer Care’s (Pittsburgh)
One A Day Men’s Health Formula, which promises “to
support a healthy prostate and a healthy heart.” Lycopene,
selenium, vitamin E and zinc combine for prostate health,
while calcium, magnesium, potassium and vitamin C help maintain
normal blood pressure. However, most supplements targeting
men have one of two objectives: natural male enhancement
or bodybuilding.
The simple fact is that the few food products oriented
toward men are not marketed based on healthfulness, rather
they tend to stress larger portion sizes. Swanson’s
(Pinnacle Foods Corp., Cherry Hill, N.J.) Hungry-Man dinners
have the tagline, “It’s Good to Be Full,”
a good thing considering the company’s launch of 1lb.
and 1.5lb XXL versions of such fare as Salisbury Steak,
Classic Fried Chicken and Angus Beef Meatloaf. The latter
boasts 48g of total fat, 70g of carbohydrates and 3480mg
of sodium (145% of the daily value).
All of which brings up another point: With the widely reported
concerns about the impact of obesity in the U.S., indeed
around the world, male-oriented foods typically still boast
of catering to bigger appetites, and the phenomenon is not
solely American. One of Nestlé’s (Vevey, Vaud,
Switzerland) biggest successes in the U.K., the chunky Yorkie
confection, is one of a growing number of chocolate-based
products for men. Yorkie’s 70g of chocolate is split
into five pieces, and an extension into the ice cream market
has the product billed as “Bloke-sized ice cream chunks.”
As of yet, few foods for men address overweight issues,
presenting a potentially substantial market for quality,
weight-conscious products for men, particularly in the wake
of the protein-friendly, low-carbohydrate diet trend and
the stereotypical male fondness for grilling.
Few foods at all are geared toward men in the U.S., quite
a dilemma considering even female British dogs have their
“own” food. Kennel Nutrition’s (Ripon,
North Yorkshire) Vitalin brand boasts Bitch-Diet, a dry
dog food specially formulated for female dogs. Bitch-Diet
is formulated with high levels of antioxidant vitamins and
minerals such as beta-carotene and organic selenium. Yes,
British female dogs have more-healthful foods specifically
targeting their needs than American men.
Male-driven beverages, have likewise, been few and far
between. One attempt to reach males with a flavored alcoholic
beverage (FAB) never made it out of testing. Vibe, Coors’
(Golden, Colo.) malternative, was marketed as Zima’s
“wild cousin,” perhaps not the wisest of marketing
tactics. Aimed at men, the spirit-based beverage was off
the market within a year. Brewers touting the low-carb aspects
of their beers have found more success, as evidenced by
strong debuts of Michelob Ultra (Anheuser-Busch, St. Louis)
and Coors’ Aspen Edge.
Women, meanwhile, are the target for a number of foods
and beverages, but some products touted as being “for
women” actually would serve either gender well. While
a product such as Viactiv (McNeil Consumer Products, Fort
Washington, Pa.) clearly has been formulated specifically
for women, Balance Bar’s (Carpinteria, Calif.) Oasis
nutritional bars are presented as “The Complete Nutrition
Bar for Women.” Certainly, the inclusion of soy protein
is an enticement for women, but men also would be well-served
by additional vitamins and calcium fortification.
In fact, considering the rates of osteoporosis in the U.S.,
calcium fortification would be a wise course for any male-oriented
products. Osteoporosis is widely acknowledged as a condition
affecting females, but the National Osteoporosis Foundation
(NOF, Washington) reports 12 million men at risk, with men
over 50 suffering from it more than from prostate cancer.
In total, 28 million women and 5 million men suffer from
osteoporosis, signaling a market for bone health for men
as well. For that matter, with the severe lack of products
promoting any aspect of men’s health, manufacturers
would be well-served to consider targeting the health-deprived
male. (A session on health initiatives will be held at this
year’s New Products Conference in Scottsdale, Ariz.
For more information, contact Marge Whalen, 630-694-4347
or whalenm@bnpmedia.com.)
Sidebar:Sex Advice
Tips to note when selling to each gender.
Women:
