According to the latest figures, there are 8.9 million women in the UK aged between 25-50 who have responsibility for buying CPG products for the home.
Of these, over 85% are online, with 60% of these internet users (4.7 million) using the web to search for CPG information. These so-called ‘digital women’ represent a significant and active audience for CPG brands and advertisers.
So far, so well-known. However, if you drill down a little deeper you will find that far from being a static bloc of consumers, digital women represent shifting sands to brands.
To understand the lie of the land and the drivers for this change, we recently undertook a study into the purchase and online search behaviour of women looking to buy CPG products across food & drink, beauty & bathroom, household and baby care.
It showed how the CPG landscape is changing and also points to how online is shaping women’s approach to purchasing CPG goods