While men are frequently marketed products promoting strength or an outdoor lifestyle, women tend to be left out of this domain, leaving open an important opportunity for brands to produce female oriented products with a more rugged image, reports Canadean.

According to the consumer insight firm, rugged products catered towards men, such as protein rich yogurt featuring manly designs are well established on the market. Women who would like to be associated with brands conveying those values remain overlooked.

Veronika Zhupanova, analyst at Canadean, says, "Generally speaking, women have innumerably diverse interests beyond appearance, cooking and calorie counting, and do not want to be seen as fragile. Indeed, women are not necessarily interested in typically feminine products which promote such a limited lifestyle, desiring instead to be seen as enjoying life to the full. This means the demand for brands conveying ruggedness in products aimed at women will grow."

A Canadean global survey found that 54% of women agree with the statement, I like to buy food and drink products that are reflective of my attitudes and opinions in life (as opposed to 50% of men).

Zhupanova adds, "These figures reflect the importance of getting the message right when targeting women. Not only is their buying behaviour more aligned to their attitudes and personal opinions, but they are also more influenced by brand stories than men.

"To cater to this audience, manufacturers should target womens sense of adventure, strength and stamina, but be mindful to include both male and female role models in marketing campaigns, and avoid overtly masculine packaging designs."