What women want: Insights and expertise over theories

The female consumer segment is vast, diverse, and increasingly influential - this powerful consumer group that is directly or indirectly responsible for 70% to 80% of all consumer purchasing decisions. Understanding what women want — their preferences, needs, and behaviors — is essential for shaping market strategies, driving innovation, and fostering inclusive growth.

For some brands and marketers, female consumers still remain a puzzle that is easier to reduce to stereotypical ideas. There’s a way out—doing good research can help them understand and serve all the complexities of women consumers. In this blog, we’ll explore what the data says and share the lived and personal perspectives of our female research experts!  

Is theory biased in how it captures gender differences in shopping behavior?

One theory explaining gender differences in shopping focuses on the underlying motives behind purchase decisions. Interestingly, these motives are often tied to traditional gender roles, where men are seen to have more utilitarian motives, focusing on purpose, features, and practical decisions, and women hedonistic ones, leading them to shop for pleasure and form emotional connections with brands. Similar theories suggest that men are 'instrumental' shoppers, while women are 'personal' shoppers. However, it's clear that these frameworks are not only oversimplifications but also biased.  

In reality, 85% of women are the primary decision-makers for household purchases, and they influence over $31.8 trillion in global spending annually. Reducing women to impulsive, emotionally driven shoppers, the stereotype that is closer to a fictional character from a “Shopaholic” novel and cheesy rom-coms, overlooks the fact that they are often the rational decision-makers carrying the weight of household management. They are layered, complex, and quite powerful in their complexity. As the statistics below will show, this narrow portrayal underestimates the essential role they play in market dynamics.  

Bridging theories and reality: The multifaceted female consumer

When we move beyond simplified theories of utilitarian and hedonic shopping, we uncover a much richer, more complex portrait of female consumers. Real-world insights and expert observations reveal that women’s shopping behavior is shaped not just by emotional impulses or practical needs but by a dynamic interplay of factors—ranging from life stage and financial concerns to evolving cultural trends and personal values.

Simplicity and efficiency: The rise of 'skin minimalism'

One striking example of this complexity is the evolving skincare market. According to Tara Tesanovic, Senior Insights Manager, women are increasingly abandoning elaborate, multi-step routines in favor of simplicity. “Women are striving to simplify their daily lives and make their skincare routines more cost-effective and eco-friendly,” she explains. However, this doesn’t mean compromising results: “Across our studies, we’ve consistently observed the need to maintain or even improve efficacy of care.”

This shift highlights the dual nature of female consumer decision-making: a desire for efficiency paired with high expectations for product performance. Notably, 68% of women seek ways to simplify their lives, and 40.7% are willing to pay for time-saving products or services. Women aren’t just chasing trends—they're carefully balancing time, budget, and quality.

“As this trend continues to grow, brands are expected to invest more in research and development to create versatile, innovative products. However, it’s important to understand the trade-off between offering multi-functional products and building consumer confidence. Women tend to prefer clear, straightforward information about how a product delivers its promised benefits. But when a product has multiple features, communicating this in a concise and easy-to-understand way can be challenging. That’s why consumer research will be essential in identifying the best strategies for striking this balance.” adds Tara Tesanovic, Senior Insights Manager at EyeSee.  

The power of life stages and growing spending power

Women’s needs and shopping behaviors evolve over time, reflecting changing priorities at different life stages. Lisa Koster Fastuca, Senior Director Client Services at EyeSee, notes that many brands overlook older women despite their growing market influence: “I wish more brands recognized that this is a growing segment with significant spending power. Women’s needs evolve—whether it’s prioritizing value, seeking time-saving solutions, or making more informed health choices.”

This evolution is reflected in consumer data: 44% of female consumers actively seek new solutions for women’s health issues, from menopause to mental wellness.

As a consumer, I appreciate brands that don’t just talk about empowerment but actually show it—through inclusive product design, diverse representation, and meaningful engagement,” says Lisa Koster Fastuca. “While some brands get this right, I wish there were more. Women have different needs and preferences, and the brands that truly listen and create thoughtful, personalized experiences are the ones I will buy from again and again.”

This sentiment is echoed in consumer behavior: 78% of women are willing to try a company's products or services if they know the brand supports women-owned businesses, and 85% say they’ll remain loyal to brands they love. The message is clear: genuine commitment to women’s empowerment, paired with products that address real needs, isn’t just good ethics; it’s good business. Brands that actively listen, innovate with purpose, and build meaningful connections will be the ones that earn long-term trust and loyalty.

Leisure, wellness, and the new drinking culture – girls also want to have fun!

The nuanced nature of female consumer behavior also extends to leisure and lifestyle choices. Morana Kristek, New Business Insights Director at EyeSee, points to the growing “home bar boom” driven by women aged 35-55: “The home bar boom isn’t slowing down! Even as on-premises bounces back, women aged 35-55 are driving growth in white spirits (gin, vodka, white rum, tequila), drawn to their ‘healthier’ perception (e.g., fewer calories vs. beer), easy-drinking appeal, and mixability. With versatility as the category’s biggest strength (from neat to complex cocktails and everywhere in between), brands that lean into at-home entertaining and relaxed indulgence can win big. But here’s the twist—Gen Z is rewriting the drinking culture, embracing alcohol-free options at record rates. Is your brand adapting to both?”

This duality within generations shows that female consumers can’t be grouped into a monolith. A 35-year-old working mom entertaining friends at home may have entirely different needs and preferences than a Gen Z consumer curating her wellness routine with low- or no-alcohol alternatives. In fact, women make up 70% of travel consumers, and 78.2% are the primary food shoppers in their households, showcasing their wide-reaching influence across categories.  

Representation and the power of role models

Another pivotal aspect of female consumer behavior is the increasing demand for authenticity and representation. Women want to see themselves reflected in brand narratives—not just as consumers but as powerful agents of change. The world of sports provides a compelling case study. “EyeSee’s research revealed that ads featuring female athletes outperform those with male athletes across key metrics,” Kristek shares. “With nearly 90% of people viewing female athletes as role models, it’s no surprise that 80% of female Fortune 500 CEOs played sports as kids.”

Despite this momentum, there’s still work to be done: not a single woman made Forbes’ 2024 list of the 100 highest-paid athletes. The message is clear: women want brands to not only celebrate their achievements but to actively champion equality and representation.

“As social media fuels engagement and brands step up, the real question is: when will we achieve full parity? Let’s keep pushing forward!”, Morana Kristek invites us to join the cause.

In conclusion

Understanding what women want when shopping means embracing complexity. Women are not just emotional or practical shoppers—they are leaders, innovators, and decision-makers, constantly balancing a multitude of influences. They seek value, efficiency, and products that evolve with their lives. But they also want to have fun and take care of their well-being. They reward brands that authentically listen and respond to their needs, and they rally behind companies that empower and represent them.

As consumer behavior continues to shift, one thing remains certain: the brands that succeed will be those that invest in continuous research, challenge outdated stereotypes, and stay agile in the face of evolving consumer expectations. Because understanding women isn’t about solving a puzzle—it’s about staying curious, empathetic, and committed to walking alongside them as their lives, priorities, and aspirations change.

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Eager to read more on gender-based analyses? Don’t miss the blog about how new generations shape the FMCG.

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