Generations

In Poland, we are seeing men occupy spaces typically perceived as ‘feminine’ in the home and spending more time on housework and parenting, reports Mintel. As consumers they are also embracing yoga, beauty products and the act of shopping itself. Food and drink brands in Poland are responding to these changes in a variety of ways – looking to engage with male consumers in different markets through ‘manly’ packaging designs, dedicated claims, brand names, ingredients and advertising.

Mintel shows examples of different packages targeted to men.

Men in Poland are now leading healthier lifestyles, with around half of men actively reducing their consumption of salty, sugary and fatty foods. Men are also becoming more adventurous in the kitchen – keen to experiment with new recipes and ingredients. Moreover, they are increasingly willing to try new flavours and new varieties.

Brands are therefore expected to use ‘for men’ claims more often, devoting special attention to masculine packaging designs. Dark colour schemes, big pack sizes, as well as bold fonts, work well in connecting with male audiences. Male-oriented descriptors, such as ‘strong’ or ‘man size’, could see increased use, as well.

Other strategies that brands could employ to engage with male consumers include the use of exciting flavour profiles, unique ingredients, as well as humour and sport themes. Extra focus on nutritional profiles of ‘manly’ food and drink products is also needed to fit in with the increasing health-awareness amongst Polish men.

How would you comment this news from generations point of view?

Length of the part 12.59