Women Shoppers: Consumer Insights from Social Listening Data

Emerald Nwanne

As a marketer in the consumer packaged goods (CPG) space, you know that understanding your target customers is crucial to driving sales and building brand loyalty. One of the most effective ways to gain insights into what your customers want is through social listening. By analyzing conversations and trends on social media, you can get a better understanding of what drives your female customers.


So, what do female consumers care about? Let's take a look at some of the main health and wellness priorities, attitudes around shopping, and sources of stress for women, as revealed through social listening and women consumer insights.


Main Health and Wellness Priorities

Social listening consumer insights shows that women are increasingly focused on health and wellness. They are looking for products that support a healthy lifestyle, from clean and natural ingredients to supplements and ​​sports nutrition products. They are also interested in products that address specific health concerns, such as skincare products for aging skin or gut health remedies for digestive issues.

According to social listening data, women are interested in ingredients that support a healthy lifestyle both mentally and physically. They want products that are free of chemicals and additives, with clean and natural ingredients as well as organic or fair trade options. Women also want to know where their products were made, whether it is locally or internationally.

Attitudes around Shopping

Female consumers are also very vocal about their attitudes around shopping. They want products that are high-quality, affordable, and accessible. They value convenience and are looking for ways to streamline their shopping experience, such as through online ordering and delivery. 

Women are also looking for ways to be more conscious about their shopping habits. They want to reduce their footprint on the environment and are seeking out sustainable products that will last longer and have less impact on the planet.


Main Source of Stress

Finally, social listening data shows that female consumers are dealing with high levels of stress. They are looking for products that help them relax and unwind, from skincare products to beverages with added adaptogens. They are also interested in products that help them manage stress, such as sleep aids, supplements and CBD.


What Type of Content Do Women Enjoy?

Brightfield Group's new Social Influence tool allows marketers to dig even deeper, segmenting the influencers that consumers follow by the influencer's follower count, social media channels and even key terms in the influencer's bio!


To effectively market to female consumers, it's important to understand the type of content they enjoy. Women are most engaged with content from influencers they follow, such as beauty and lifestyle bloggers. Social media consumer insights shows that female consumers are twice as likely as the general population to follow influencers such as Bretman Rock (14.9 mil followers) and Lili Reinhart (25.1 mil followers). 

Female consumers also pay attention to content from brands they love and trust, as well as media sources that align with their interests. Brands such as Victoria's Secret, Dove, and Fashion Nova are more likely to be followed by women. When it comes to media sources, women are almost twice as likely as the general population to follow entertainment and news brands such as E! News, MTV News and Refinery29.


What Do Women Talk About on Social Media?

In addition to understanding what type of content women enjoy, it's important to know what they talk about on social media. Social listening data reveals that women are interested in a wide range of topics, from health and wellness to fashion and beauty. They also share their experiences with products and services, giving marketers valuable feedback on what is working and what is not.


Female consumers are more likely to follow fan pages and talk about brands they like. Many of women's social media posts surround the topics we talked about earlier — health and wellness priorities, attitudes around shopping, and sources of stress. Women are turning to their online communities to discuss topics such as sleep, energy, convenience and health.


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How Social Listening Can Drive Consumer-Centric Product Innovation

Integrating social listening in our consumer insights platform allows marketers to gain a deep understanding of the content and conversations that resonate with their target customers. By analyzing this data, brands can tailor their messages to consumers' specific interests and make innovation decisions that are on trend and informed by real consumer desires.


To capitalize on these insights, CPG marketers should consider the following action steps:

  • Monitor social media conversations to gain a better understanding of what drives your female customers.
  • Use this information to craft targeted messaging that speaks directly to their needs and interests.
  • Develop new products that align with consumer trends and desires, based on the insights gained from social listening.
  • Engage with your customers on social media to build brand loyalty and gather valuable feedback on your products and services.

Social listening provides a wealth of insights into what women consumers care about, what type of content they enjoy, and what they talk about on social media. By leveraging this information, CPG marketers can create targeted campaigns that resonate with their target customers and drive sales.


Published: 5/5/2023