By Pia Froese

Women contribute to 80 – 85% of all consumer purchases.  Being a self-admitted shopaholic, I concede that I most likely contribute a great deal of this percentage. So, yes, we women love shopping, and the figures prove it.  I enjoy all kinds of shopping: clothes shopping, home shopping, even window shopping, but, my favorite is undoubtedly food shopping.

Again, I am not alone.  93% of women make food purchases for their households.  Needless to say, the female population hits the supermarket pretty often in their lifetimes.   This has not gone unnoticed by brand owners, and they are completely in tune with what consumers, and specifically female consumers, desire.  They know our favorite shapes, colors and designs.  For typical worries, such as our health, we look for low calorie products.  Presto! Coca Cola gives us Diet Coke in a slim can.  Not only is this the healthier option, but also a much more feminine design to entice female shoppers.

In the world of consumerism though, brand owners can not and will not focus only on women.  Brands are starting to target different types of consumers, from men to teenagers to children.  That very same Diet Coke, when placed in a darker color bottle or can, with a slightly sportier design, suddenly starts to look more masculine.

Recent statistics, like the 2010 U.S. Census, confirm that men are waiting longer before getting married, meaning they have to start making household purchases like groceries. This is a prime opportunity for brand owners to encourage males to exercise their buying power.

I look forward to the day when I go to the supermarket and see Coke cans, along with all different types of products, designed for women as well as men. And if brand owners maximize the opportunity, those heavily women-dominated statistics will soon change!

Pia Froese is an Account Associate in the London office of ABI marketing public relations. You can reach her at + 44 (0) 20 7014 3501 and pfroese@abipr.com.