Women more likely to recommend food brands than any other category


By Ishbel Macleod, PR and social media consultant

January 18, 2013 | 2 min read

Women are more likely to recommend food brands to their friends and family than any other category, including beauty and fashion, research from Haygarth has found.

The survey found that 80 per cent of women would recommend food products, while only 66 per cent would recommend a beauty brand, 44 per cent would recommend a fashion brand and 33 per cent would recommend a travel provider.

Haygarth’s research of 2,000 women between the ages of 25 and 33 found that brand websites (38 per cent) and email (32 per cent) are people’s preferred channels of communication for food brands; while email (39 per cent) and social media (26 per cent) are the preferred channels for discussion about beauty products.

Sophie Daranyi, chief executive of Haygarth, said: “Our research has highlighted that giving consumers something to talk about that will keep them ’in the know’ is a great step in the right direction in maximising advocacy. Brands need to engage with their audience where they are already acitve, for example via social or email. This can lead to brand advocacy, which can drive competitive advantage; engaging with customers and building on those connections goes a long way to ensure a brand is remembered and talked about.”

It was discovered that quality is the most popular reason why women recommend food products to others, which 81 per cent citing this, with promotions (66 per cent) and value (58 per cent) coming a close second and third. Whereas when it came to beauty products, ‘a chance to try for free’ was cited as the main reason by almost two-thirds of women (62 per cent) as why they would recommend a product.

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