Does Food have a Gender? The SGGW scientist is seeking the answer
The study shows that gender was observed in food.
Assumptions and Reality
Food designed with a specific gender in mind is usually functional food, including the prevention of diet-related diseases in women and men, and specific nutritional needs. In addition to satisfying hunger and providing essential nutrients, such food may improve the health, well-being, and quality of life of consumers of a specific gender for which it is intended, due to the nutritional or health statements listed on its labels. It may also appeal to the preferences of women or men to show the quality and taste. [1,2}.
However, the food market is full of products targeted at a specific gender that do not possess any specific properties, yet they are advertised as products for women or men. One such product is the Yorkie bar famous for its tagline: “It’s not for girls”.
The launch of the product was based on a marketing survey showing that chocolate is mainly eaten by women and children, therefore they wanted to change the trend.
With men in mind, products such as The Men Bar, Kit Kat Chunky, Boots Bar, and Snickers were created and marketed. Meanwhile, for women, there were bars like The Lady Bar, Twix Fino (containing one-third fewer calories than standard bars), as well as Galaxy Bubbles (a dietary bar for women), and Kit Kat Sense.
In creating a male or female product, companies try to make it attractive to stereotypical men or women. Such products may emerge at the risk of alienation among the targeted group of consumers because of this gender-based marketing. [3].
Gender-related differences in dietary habits
Unhealthy eating habits, including not consuming the recommended five servings of fruits and vegetables daily and frequent intake of high-calorie, nutrient-poor meals, are quite common for both genders. However, each gender reflects significant differences in this regard. Women consume more fruit and vegetables, legumes, and whole food, but also more sweets and cakes, whereas men choose to consume food rich in fats and proteins, more alcohol, and carbonated fizzy drinks. Eating behaviors associated with overweight and obesity are more common in men. [4]. Women are more affected by obesity than men, because of the likelihood of future weight gain. Boys are encouraged to have big appetites from a very young age. The phenomenon is highly attributed to social norms; Man is the hunter and, therefore, the meat eater. A woman is the gatherer of vegetables, the salad eater. The mass media surrounded us with the image of the “thin ideal” for females gained by healthy eating habits, and the image of a man; a consumer who avoids healthy food choices not to be compared with the female. [5].
Currently, there are two types of gender indicated in social studies; sex related to the biological sex roles and its social and cultural aspects, which are gender norms that govern the behavior of males and females. According to WHO, gender refers to socially constructed characteristics of women and men – such as norms, roles, and relations of and between groups of women and men. Gender norms, roles, and relations vary from society to society and evolve. [6]. Many young people combat gender stereotypes and challenge tasks that have previously been assigned to either men or women. That’s why they seek food products that cater to their needs rather than products that force them into accepting traditional gender roles confined by binary frameworks. Some companies have made efforts to break free from gender stereotypes. Diet Coke is a very good example; once it was associated with the female product and considered more “feminine”. Now, Coke Zero is even more gender-neutral thanks to its new look. [7].
The Polish Market Analysis
A team of scientists representing the Institute of Food Sciences, SGGW (mgr inż. Adonis Hilal, inż. Natalia Pyl, dr Anna Florowska, dr hab. Małgorzata Wroniak, Prof. SGGW) conducted an assessment of the food availability intended for different genders. They identified 47 products for women and men in various categories; dairy and grains, meat, ready meals, teas, and alcoholic beverages.
Men’s products tend to feature a matt black. Products aimed at women are traditionally in pink color. [2,6]. The package color of the One Day More muesli “for her” is pink, whereas “for him” is camouflage color. Not only the colors of the packaging but also other symbols and signs are expected to draw the attention of the given targeted group. The product available on the market, a cabbage soup with meat, is available in a black can with a ♂ symbol on the front of the packaging. There are also some alcoholic beverages on the market produced by an American company with an attractive woman in its logo and informing consumers about low-fat content.
The SGGW researchers have stated that products targeted specifically for women and men are niche in the Polish market, as it is a new trend in the Polish food industry, not present in all food categories. Moreover, we have observed that there are 62% fewer products designed for women compared to products for men.
Conclusion
The study revealed the differences between the biological sex of individuals and their socio-cultural construct. The first concerns the anatomy, and reproductive system, whereas the second one refers to sexual characteristics, and nutritional needs, as well as a higher susceptibility to diet-related diseases. A sociocultural construct of female and male identity that shapes how individuals live and interpret the world around them. Therefore, manufacturers should focus on creating products designed to meet the biological needs of each gender while avoiding stereotypes. The food designed for a specific biological gender could effectively reduce LDL cholesterol or the risk of prostate cancer. The product could be positioned with a special gender-based label.
Prepared by: mgr inż. Adonis Hilal, Department of Food Technology and Assessment, Institute of Food Sciences, SGGWe-mail: adonis_hilal@sggw.edu.pl
Sources:
[1] Miśniakiewicz M. 2017. „Identyfikacja i analiza trendów rozwojowych w przemyśle spożywczym w Polsce”. Nierówności Społeczne a Wzrost Gospodarczy 51:385-397.
[2] Niedzielska A. 2015. „Gender marketing w świadomości wybranej grupy młodych konsumentów na podstawie badań”. Problemy Zarządzania, Finansów i Marketingu 38:139-148.
[3] Wiseman E. 2010. „The truth about men, women and food”. https://www.theguardian.com/lifeandstyle/2010/oct/17/gender-eating-men-women [dostęp: 02.12.2020].
[4] Yahia N., D. Wang, M. Rapley, R. Dey. 2015. „Assessment of weight status, dietary habits and beliefs, physical activity, and nutritional knowledge among university students”. Perspectives in Public Health 136 (4).
[5] Shin J., A.S. Ma]ila. 2019. „When organic food choices shape subsequent food choices: The interplay of gender and health consciousness”. International Journal of Hospitality Management 76 : 94-101.
[6] Deluga W. 2015. „Miejsce gender marketingu w postępowaniu nabywców na rynku dóbr szybkozbywalnych”. Problemy Profesjologii 1 : 55-64.
[7] Mogelonsky M. 2019. „It’s time to look beyond ‘gendered’ food and drink”. https://www.mintel.com/blog/consumer-market-news/its-time-to-look-beyond-gendered-food-and-drink [dostęp: 02.12.2020].