在健康和保健广告方面，营销人员有机会通过在信息中提高性别意识来更好地吸引受众。传统上，健康和保健广告都以女性为目标受众，但在过去五年中，表示自己将健身作为首要任务的澳大利亚男性人数增加了 17%，他们对平衡生活方式的渴望也增加了（+16%）。
Men show a keen interest in being clued-up about their health and wellbeing with 39% of men aged over 40 actively seeking advice and recommendations. Advertisers in this space could connect with this group by gearing their advertising toward the key media they consume – across both digital and print. In May 2019, 5.5 million men visited health, fitness and nutrition sites, up 15% when compared with last year, while 2.1 million have read a men’s or men’s health magazine in the past 12 months.
现在是运用性别智能视角来提高食品、情感和健身广告参与度的最佳时机。但是，营销人员如何改变他们的创意，才能有效地与注重健康的澳大利亚男人产生共鸣呢？
思考
Men’s relationship with food and beverages is changing. As a result, marketers should be auditing the eating habits of male consumers before deciding how to best communicate with them.
近三分之一的男性购买营养零食，比过去五年增加了 5%。说到忌口，糖是首要考虑因素，三分之一的男性表示忌口糖对他们来说非常重要。味精、胆固醇和脂肪是男性主动避免的其他首要因素。对他们来说，其他重要的考虑因素是良好的纤维来源（28%）和高蛋白（24%）。现在，几乎三分之一的男性强烈同意 "低脂饮食是一种生活方式"，在过去五年中增长了 10%；同时，440 万澳大利亚男性表示他们避免食用加工食品。
健康快餐替代品的兴起，如网上餐包、店内预制的新鲜健康餐或送货上门的减肥餐，使消费者更容易避免食用加工食品。目前，每 10 名 40 岁以下的男性中就有 1 人声称使用套餐，他们使用套餐的可能性比普通人高出 44%。此外，素食主义也呈增长趋势，15% 的男性表示他们的饮食以素食为主，与五年前相比增长了 45%。
男性也在追捧新时代的食品趋势，如有机食品、益生菌或发酵食品以及植物性食品。约 14% 的男性表示，在做出与食品有关的决定时，有机食品是一个非常重要的考虑因素；12% 的男性表示，发酵或益生菌食品是他们饮食中一个非常重要的考虑因素。
在饮酒方面，澳大利亚男性声称如今总体上减少了饮酒（46%），这在 40 岁以上的男性中更为明显。我们还看到 40 岁以下的男性开始选择更健康或 "对身体更有益 "的饮品：过去三个月中，五分之一的 40 岁以下男性喝过花草茶（与五年前相比增加了 20%），13% 的男性在过去 12 个月中至少喝过一次 "Kombucha 热"。
感觉良好的健身爱好者
随着澳大利亚男性与女性一起做出更健康的选择并享受更积极的生活方式，营销人员该如何接触他们，又该如何吸引那些尚未皈依的人呢？
Men want to look good and feel good and as such are turning to exercise. One-in-three visit a gym or fitness centre, up 18% in the last five years. Men are also looking to keep fit in other ways, integrating exercise into other activities they’re interested in – bushwalking, indoor sports, football and AFL are all on the rise, with the top sports for men being fishing (20% have participated in the last 12 months) and swimming (16% have participated in the last 12 months).
Men are also supplementing their healthy active lifestyles, just under one-in-three men use vitamins, and over 20,000 Aussie men are using weight loss products, which is up 20% in the last five years – supporting the increased focus on maintaining a healthy weight. Compared to women, men are more concerned about diabetes, heart problems and cholesterol, and quite rightly – as men are also at higher risk of heart disease.
方法
SOURCES
ABOUT NIELSEN CONSUMER & MEDIA VIEW
- Nielsen Consumer & Media View, National Database, 12 months to May 2015 – 2019. Base: 14+
Nielsen Consumer & Media View is a rolling survey of more than 20,000 Australians aged 14 and above. It captures their lifestyles, behaviours, passions and attitudes toward almost every aspect of their life. It’s great for helping advertisers understand the everyday Australian consumer that they want and need to communicate with. We also include media consumption data with the fusion of official TV, radio and digital audience ratings to get a rounded view of how brands can best target and reach their target audiences. To find out more about how CMV can help you more effectively plan your marketing, please contact your Nielsen representative.
关于尼尔森数字面板
- 尼尔森数字面板，文本，2019 年 5 月，个人电脑 P2+，智能手机和平板电脑 P18+，家庭和生活方式类别，健康、健身和营养子类别
Nielsen Digital Panel is a text audience-centric cross-device measurement solution for smartphones, tablets and PCs. It leverages Nielsen’s home and work panels, fused with our smartphone and tablet panels, giving an independent, cross-device view of digital media consumption. Nielsen Digital Panel is only measuring ‘static’ content across websites & applications.
关于尼尔森广告智能组合
- Nielsen Ad Intel Portfolio, Out Of Home advertising, July 2018 – February 2019. Blackmores, Health & Beauty category, Vitamins and Minerals/Supplements sub-category
尼尔森Ad Intel 组合（NielsenAd Intel Portfolio）为不断变化的媒体环境中具有竞争力的品牌级广告活动提供创意情报和广告跟踪。搜索、查看和分析电视、报纸、杂志、广播、户外和数字显示屏及视频中的广告创意、广告活动和广告支出。
