AIBU wanting to know why 'diet' food ads are invariably marketed towards women?

[twofingerstoGideon]

I've just sat through some TV ads which comprised an ad for a low fat cereal bar clearly targeted at women, WW advert clearly targeted at women, low fat yogurt advert clearly targeted at women ("Oh, pleeeease Doris, tell us your secret... - you know the kind of thing.)

Where are the adverts featuring skinny men wanting to know other skinny men's diet 'secrets' while they skip around being chased by a giant muffin?

It's not just women that get overweight, is it?

No, but I'm sure you'd find that the vast majority of people on diets are women. Advertisers know their audiences - it's part of their job.

You must be really young, if you've just noticed this.

Wrong question. The right question is : why do so many women feel the need to buy diet food?

Women are more likely to buy this shit - we seem to be always looking for an easy and nice way to lose weight. Advertisers know this. Weight is also more important to women than men.

I know that when my dh needs to lose weight, he just cuts out the crap and starts doing more exercise - he wouldn't even notice a diet ad, let alone respond to one.

Snacks marketed at men are about energy, like Snickers being packed full of nuts and whatnot, Yorkies being a big manly chocolate. You don't get any men poncing about in the bath with a flake.

Men don't get adverts about digestive problems which can be solved by a yoghurt either.

I'm guessing because alot more women do the weekly shop than men, and alot more women cook the family meals than men, the same reason as beer/larger/pub adverts are largely aimed at men I suppose !

Because they're the ones who tend to buy it

Women are the main consumers of diet related products, men don't buy them as much, as said previously. Culture, society etc. Agree, the question is more about why women feel they need diet products. Women's weight does fluctuate more widely than men's due to childbirth etc. Plus women seem to define themselves on their weight and clothes more in some instances. Lots of factors probably.

Plus yes as mentioned, it's mainly women who make food buying decisions.

I do not know a single woman who sits around simpering about fat free yogurts I'm pleased to say.

I'm not sure if it's strictly a matter of more women dieting, I think it's the way women diet compared to men. Most of my Mayes (men) are highly body conscious but the answer to putting on weight etc. is never products or diet brands, it's always generic back to basics (chicken, cut out carbs etc. ) and a load of gym work perhaps this is a byproduct of the marketing as I think most men would be embarrassed to buy a diet brand meal.
There's probably a huge market share being missed and some smart marketing exec could make a killing with a
Male oriented campaign

I think also women are used to quick fixes in body image... Make up, control underwear, push up bras, hair extensions etc. There is a concept that you can buy your ideal body image rather than work for it. Men don't really have these quick fixes so maybe they are more used to just getting on with the reality of the situation.

Also men don't generally want to be thin... They want to be toned... So they tend to exercise possibly.

yep, because woman "diet" in a way that involves buying books, buying special food, following 'plans' devised by someone else. Men are more likely to just cut down crap/general quantities and exercise more, there's not a target market for 'diet foods' there - however, have you ever read a copy of men's health? Male body hang ups aren't just about being thin (scrawny isn't the aim for most men), but the amount of adverts for gym equipment and protein shakes to bulk up muscle etc are clearly not aimed at woman.

Isn't it to do with what they are promoting. Women want low fat/calorie because the female ideal is to be thin. Typically the male ideal is for a built muscular body so men tend to be more exercise focused and seek products high in protein.

If you look at those protein shakes and giant tubs of whey protein they invariably feature men on the packaging. Also that slender tone machine ad or whatever it's called features both women and men because it's not about losing weight it's about toning and muscles which relates to both men and women.

Interesting question to discuss from a feminist angle.

I think it's very much that the image and idea is sold to women that they should want to be thin, that they should watch what they eat, that it's "naughty" to have too much sweet stuff etc. Whereas for men it's almost the opposite, if you imagine a "manly" food it's probably a steak or a giant burger or a big English breakfast. Something fatty, meaty and greasy.

This is obviously reflected in advertising (McCoy's: Man crisps, Yorkie: It's not for girls) but it's part of wider culture, perceptions and the media in general.

however, have you ever read a copy of men's health? Male body hang ups aren't just about being thin (scrawny isn't the aim for most men), but the amount of adverts for gym equipment and protein shakes to bulk up muscle etc are clearly not aimed at woman.

Completely agree, which is why I think if properly marketed a line Iof diet meals could work. As your examples show men aren't embarrassed to buy products to aid their physiques, but the end goal is Generally different so what you portray to be selling them would need to be.

Thank you Bertie.

I think what bugs me is the depiction of us living a permanent state of resisting 'temptation' so that we can conform to an ideal. The 'Oh no, I really shouldn't (because I will be judged...)

I'm not expressing this very well and my internet connection is damned slow!

Coke Zero is more or less identical to Diet Coke, but they found that men didn't like buying Diet Coke as the advertising is very female orientated. So they repackaged the cans/bottles, came up with a "manly" ad campaign, and hey presto!

Coke zero does taste a little better and I think has caffeine.

I personally don't think the companies are depicting us as anything, they are merely exploiting the depictions of us, if that makes sense.

Who can blame them, there's lots of evidence to suggest these depictions are close to reality.

According to the ad industry men don't suffer from constipation either.