Research by show organiser easyFairs, published ahead of its Packaging Innovations London 2013 show in October, has found that 77% of packaging specifiers and marketers believe females are the most likely to be influenced by new pack concepts and on-pack promotions.
Some 29% of the 500 marketing and packaging professionals surveyed said that women between the ages of 20 and 30 were the easiest group to target through packaging; compared to 16% nominating men.
The perception of a gender divide was even stronger among teenagers, where 27% of respondents said that girls aged 13 to 19 were most likely to be attracted to novel packs compared to just 9% naming boys in the same age range.
According to the respondents, the power of novelty packs diminishes among older consumers whether they were male or female.
Commenting on the findings, Alison Church, event director, said: “Many brands will work hard to attract the female consumers because in households they are often the key decision-maker.
“However, most brand managers will work hard to ensure their packaging catches the eye of any shopper who is in their target market, irrespective of their age or gender.”
