China has about 400 million female consumers aged from 20 to 60, and their spending every year amounts to ten trillion yuan. [1] To attract female consumers’ attention, many brands launched products tailored to women. Among these products, drinks and meal replacement are main categories. Also, female consumers have generally a high demand for products’ packaging, so products tailored for women usually have more elegant packaging. Let’s take a look at some today.
Drinks
According to the 2020 Chinese Youth Drink Consumption Report [2], female consumers, especially young female consumers, have become a strong consumption power in the drink market with Post-90 female drink consumers even having outnumbered post-90 male drink consumers. Unlike male consumers who usually drink in business scenarios, female consumers tend to drink in the personal and social situation with friends and families, and potentially as such they prefer beautifully packaged low-alcohol drinks.
MissBerry
MissBerry is a female-targeted low-alcohol drink brand, which entered the market in December 2019. It used to be the top popular fruit wine brand on Tmall for three consecutive years.[1]
This product’s packaging is like the packaging of perfume.
Hanzuihuating
Hanzuihuating, founded in 2016, is a flower and fruit wine brand. Its primary targeted consumers are females aged from 20 to 40. This brand creatively uses traditional items to design its product packaging. It uses pottery to contain wine, which was the exact same wine container ancient Chinese used throughout history. There is a poem printed on the packaging, making drinking Hanzuihuating feel more poetic.
This brand also opened offline Chinese style pubs in many cities. In these pubs, customers can play traditional Chinese games. With the popularity of Hanfu, a traditional dress of the Han Chinese people, its pubs also organized many Hanfu events to attract traffic.
Nayuki
Nayuki is a very famous bubble tea brand in China. Surprisingly, it opened a bar in 2019, targeting female consumers.
The wine provided in this bar is also packaged in perfume-like bottles. Because of this delicate packaging, this product is recommended by many KOLs on Little Red Book.
Meal replacement
The meal replacement is a new trend in the food market in which a drink, bar or soup is intended as a substitute for a solid food meal. In this potential market, female consumers are undoubtedly the main consumption power. According to China Online Meal Replacement Consumption Report [3], female consumers account for 70% of the total spending on the meal replacement sector.
Many meal replacement brands have realized this trend and actively promote products targeting female consumers.
Wonderlab
Wonderlab is one of the most popular meal replacement food brands in 2020. It is well-known for its sports nutrition milkshake powder, which claims to contain a variety of nutrition with milk tea taste.
Its unique packaging design is its adorable “Little Fat Bottle”, which many female consumers favor. Many people claim Wonderlab as “that tasty little fat bottle”, so “little fat bottle” has become this brand’s memory point.
Smeal
Smeal is another bottled mild shake powder brand. Its product packaging is simple but has multiple colors to satisfy consumers’ different needs.
Super Zero
Super Zero was a popular meal replacement brand in 2019. It mainly uses pink to design its product packaging. The specially designed pink box went viral online and was promoted by many KOLs.
Compared to male consumers, female consumers pay more attention to products’ packaging, so “packaging for her” plays an important role when female consumers make a buying decision, thus are worthy of brands’ attention.
