A recent study held by Canadean showed that many brands overlook women who are adventurous and enjoy the outdoor lifestyle. Female-oriented products are often branded as soft and fragile while many women don't identity with that.

As Packaging News writer Tony Corbin relates in his article: "Veronika Zhupanova, analyst, Canadean, explained: 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.”

Check this full article at Packaging News right here.

-MRV: The News