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The beer they want
Category: Research | Tags: Consumption
Survey Conducted by Sophia Mind Indicates that 70% of Women Consider Beverage Advertising Stereotyped and Sexist
Brazilian women understand beer, yes. A survey conducted by the Bolsa de Mulher Group market intelligence and research group, Sophia Mind, involving 2,815 women from all over Brazil ages 25 to 50 with their own income, revealed that among those who consume some alcoholic beverage, 88% drink beer. Nevertheless, 70% of the women interviewed considered the advertising of the product stereotyped and sexist.
Representatives of a market that moves approximately R$ 10 billion per year and which already corresponds to one-third of the beer consumption in the country, 59% of the women interviewed stated they would pay more for a better beer. And for them, the perfect beer is light-colored, smooth, low calorie and sold in bottled form.
The survey also shows that 84% of them would try a beer “made for women,” 83% would try a beer with a different flavor, 80% would consume a beer “made for women” at a party or club, for example, if they liked the product.
When women think about consuming beer, the following feelings come to their mind: casualness (53%), gatherings (43%), relaxation (28%) and refreshment (21%). Sixty-five percent of women value attractive containers and half of those interviewed think that women and men have different tastes in beer.
