X Marks the sweet spot for health & wellness brand marketers
We had a hunch.
Women 40-60 call the shots when it comes to health & wellness products and services. But we couldn’t find any detailed data about it. So, we set out to learn more. Together with our partner agency, Fancy, we surveyed over 500 women in that age range across the US. We explored:
• Her spending priorities
• How she makes decisions
• What is important to her in the buying process
Many of the results raised our eyebrows. And we think they offer valuable insights for marketers who want to grow their brands with an audience that spends upwards of 10% of her household income* on health & wellness products and services. Download our full report here.
*after core medical expenses
Meet the FemXer
She has money, cares for many and doesn’t trust marketing talk.
She controls the spend when it comes to health and wellness for herself and her family. In fact, she makes over 90% of those purchase decisions.
She relies on input from others. But those advisors aren’t on YouTube or Insta.
Mean score
(Lower score means top ranking)
She seeks authenticity and truth
Other areas explored in this study:
PURCHASE DRIVERS
WHAT DRIVES LOYALTY
ONLINE BEHAVIOR
BUDGET ALLOCATION BY CATEGORY
BRAND RELATABILITY
