Vithu P* and Vini Babu
Gender-inclusive food innovation refers to the strategic development and integration of food products, technologies, and systems that intentionally address the diverse needs, roles, and contributions of all genders. By promoting equity and inclusivity across the food value chain—from agricultural production to market consumption—these innovations aim to ensure that no group is excluded or underserved in accessing or contributing to advancements in the food sector.
The food industry is currently undergoing a profound transformation driven by shifts in consumer preferences and societal dynamics. Traditional gender norms, which have historically influenced dietary patterns, food marketing, and labor roles within agriculture, are being redefined. Increasing awareness of inclusivity, sustainability, and personal choice has led to the emergence of gender-conscious approaches in food systems. These approaches emphasize the importance of diverse consumer needs and promote sustainable practices, empowering marginalized groups and dismantling gender-based disparities in agriculture and food processing.
Breaking Traditional Gender Barriers in Food Preferences
Traditionally, food preferences and consumption patterns were heavily influenced by gender norms. Women were often seen as primary grocery shoppers, prioritizing health-conscious and family-oriented products, while men were associated with larger portions, indulgent foods, and convenience-driven choices. These long-standing stereotypes shaped not only marketing strategies but also product development in the food industry. However, this dynamics is undergoing a notable transformation. Increasingly, men are adopting plant-based diets for health and environmental reasons, while women are exploring protein-rich snacks and convenient, meat-centric meals, defying conventional expectations.
This shift in consumer behavior is catalyzing the development of gender-inclusive food innovations designed to break stereotypes and address the diverse and evolving needs of all consumers. By focusing on inclusivity, these innovations ensure that products are healthier, more sustainable, and adaptable to individual preferences, irrespective of gender. From plant-based proteins appealing to a broader demographic to customizable meal solutions that prioritize convenience and nutrition, companies are responding to the dynamic interplay of changing lifestyles and consumer demands. These advancements signify a critical step toward reshaping the food industry to reflect the inclusivity and diversity of the modern world.
Gender-Inclusive Innovations in the Food Industry
- Plant-based Food Products
Plant-based foods, once predominantly marketed as “female-friendly” due to their associations with health benefits and environmental consciousness, are now evolving to appeal to a much broader demographic. This shift is fueled by the increasing acceptance of plant-based eating and the rise of flexitarianism, a dietary trend where individuals seek to reduce meat consumption without eliminating it. To meet the demands of this growing market, food companies are moving away from gender-specific strategies and focusing on creating versatile, inclusive products.
Indian brands like GoodDot and Wakao Foods are at the forefront of this innovation. GoodDot offers soy-based plant protein alternatives that replicate the taste and texture of meat, making them a perfect fit for traditional Indian dishes such as biryani and curries. Similarly, Wakao Foods leverages the versatility of jackfruit to develop ready-to-cook meat substitutes like Pulled Jack and BBQ Jack, appealing to consumers seeking sustainable, nutritious, and flavorful options. These brands emphasize critical factors such as taste, texture, and eco-friendly production practices, effectively breaking the stereotype that plant-based foods cater only to women.
- Personalized Nutrition and Smart Food Products
With health and well-being taking center stage, the demand for personalized nutrition is experiencing remarkable growth. Advanced technologies like AI, machine learning, and genetic analysis are driving the shift toward gender-neutral meal plans and smart food solutions. Unlike traditional approaches rooted in generalized assumptions, these innovations tailor nutrition recommendations to an individual’s unique dietary requirements, lifestyle, and genetic profile. By factoring in elements such as metabolic rate, activity level, and specific health objectives, personalized nutrition ensures that both men and women receive optimized guidance uniquely suited to their bodies and preferences.
Global platforms like DNAfit are pioneering this space by offering customized meal plans and fitness advice based on genetic blueprints. These services provide targeted recommendations for weight management, muscle building, and overall wellness. In India, platforms like HealthifyMe are leveraging AI-driven tools, such as the virtual nutritionist “Ria,” to create personalized diet plans that align with regional eating habits, calorie requirements, and fitness goals. This integration of hyper-personalization with culturally relevant dietary practices ensures that individuals across diverse demographics can access scientifically backed and inclusive nutritional guidance.
- Gender-Neutral Marketing and Product Packaging
Traditionally, food marketing and packaging relied heavily on gendered strategies—bold, protein-rich designs and messaging aimed at men, while women were steered toward lighter, low-calorie, or plant-based options. However, the food industry is now embracing a significant shift toward gender-neutral marketing and packaging, prioritizing universal values such as quality, sustainability, health, and taste. This approach recognizes that outdated gendered advertising not only narrows market appeal but can also alienate diverse consumer groups.
Global brands like PepsiCo are leading this transition by emphasizing the universal benefits of products such as Quaker Oats and Tropicana, focusing on their nutritional value and health benefits without gender-specific messaging. Similarly, Indian brands like Amul and Epigamia have adopted inclusive strategies. Amul markets its dairy staples—milk, butter, and paneer—as everyday essentials for all consumers, steering clear of stereotypical narratives. Epigamia, known for its Greek yogurt and plant-based offerings, emphasizes health-conscious and sustainability-driven branding to appeal to a broad and diverse demographic.
- Sustainable and Convenient Food Solutions
The rising demand for sustainable and convenient food solutions is driving innovations that cater to the needs of both men and women, transcending traditional gendered preferences. Meal kits, ready-to-eat meals, and plant-based snacks are becoming increasingly inclusive by addressing fast-paced lifestyles while aligning with consumer priorities for health, sustainability, and environmental consciousness. By focusing on convenience, nutrition, and eco-friendly practices, these solutions appeal to a broad demographic without relying on gendered marketing.
Global brands like HelloFresh have revolutionized the meal kit industry by offering sustainable, flexible options tailored to diverse dietary needs. With an emphasis on quality ingredients, balanced nutrition, and simple preparation processes, HelloFresh positions itself as gender-neutral, appealing equally to all consumers who value convenience and healthy eating. In India, brands such as FreshMenu and iD Fresh are making notable strides in this space. FreshMenu provides ready-to-eat meals that combine convenience, freshness, and a variety of flavors catering to Indian tastes. Similarly, iD Fresh offers ready-to-cook products like dosa batter, parathas, and chutneys, enabling healthy, home-style meals with minimal effort, perfectly suited to the fast-paced lifestyles of professionals and families.
- Smart Packaging and Food Traceability
Smart packaging is revolutionizing the food industry by integrating cutting-edge technologies such as QR codes, sensors, and smart labels. These innovations provide consumers with real-time insights into the freshness, origin, and nutritional content of food products, addressing the growing demand for transparency in food sourcing and quality. Smart packaging not only helps reduce food waste but also empowers consumers—regardless of gender—to make informed, sustainable choices that align with their values.
A leading example is Tetra Pak, which uses technologies like QR codes, sensors, and RFID tags to deliver real-time information about a product’s freshness and quality. This system extends shelf life, minimizes waste, and enhances transparency, supporting broader sustainability initiatives. In India, brands such as UFlex and TagBox are also pioneering smart packaging solutions. UFlex offers packaging with freshness indicators and antimicrobial layers, while TagBox leverages IoT-enabled tracking to ensure supply chain transparency.
Consumer-favourite Industries Pioneering Inclusive Food Choices
- Amul’s Inclusive Branding Approach
Earlier, brands like Amul employed traditional, gendered marketing strategies, often associating food products with specific demographics. For instance, advertisements for dairy products were often tailored to women for household-related purposes like cooking or for children to highlight growth and development. However, Amul has now shifted towards a gender-inclusive approach, focusing on the universal appeal of its products. By emphasizing the nutritional value and everyday utility of dairy products, Amul transcends gender stereotypes, making its offerings accessible to all consumers. The company’s shift to promoting the versatility and quality of products, rather than targeting them based on gendered roles, reflects the growing consumer preference for brands that embrace inclusivity and sustainability in a diverse market. - ITC’s Sustainable and Gender-Neutral Food Products
ITC, like many FMCG companies, initially used targeted advertising strategies that reinforced gender-specific food choices. For example, products like flour and spices might have been marketed to women as they were seen as primary decision-makers in household food purchases. Over time, ITC recognized the need to break away from these gendered boundaries. Today, its Aashirvaad and Bingo! brands emphasize the health benefits, quality ingredients, and sustainability of products, appealing to both men and women equally. ITC has adopted a gender-neutral approach by promoting the inclusivity of its food products, which aligns with consumers’ increasing desire for sustainable, health-conscious, and ethical choices. This shift in strategy showcases how companies have adapted to the growing demand for gender-neutral food branding. - Nestlé’s Gender-Inclusive ‘Sustainable Sourcing’ Initiative
In the past, food companies like Nestlé, which promoted products such as Sweet Earth, would often follow traditional marketing practices, highlighting products based on family roles or gender stereotypes, with a particular focus on women in health-oriented campaigns. However, in response to consumer demand for more inclusive and sustainable options, Nestlé has shifted towards promoting its plant-based products in a gender-neutral manner. With a focus on sustainability, fair trade, and transparency, Nestlé now positions its products as appealing to all consumers, regardless of gender. This shift towards gender-inclusive marketing reflects the growing importance of inclusivity and sustainability in the food sector, mirroring a larger cultural and consumer shift that places value on ethical practices, health-conscious living, and environmental responsibility. - PepsiCo’s Gender-Neutral Marketing
PepsiCo has moved away from gender-specific marketing strategies, particularly in products like Pepsi and Lay’s. Historically, advertisements were often geared toward specific genders—often depicting women in domestic settings and men in more active, sports-related contexts. In recent years, PepsiCo has embraced a more inclusive approach with its brands, focusing on broader themes such as diversity, sustainability, and health. For example, the “Live for Now” campaign for Pepsi targeted a wide demographic, irrespective of gender, by emphasizing empowerment, individuality, and inclusivity, aligning with the broader trend of gender-neutral marketing in the food and beverage sector.
Conclusion
The rise of gender-inclusive food innovations marks a pivotal moment in the transformation of the food industry. By breaking down gender-based stereotypes, embracing sustainability, and focusing on consumer well-being, companies are adapting to the evolving needs of a diverse market. As consumers become more health-conscious, environmentally aware, and tech-savvy, there is an increasing demand for personalized, inclusive, and sustainable food solutions that cater to a broader audience.
This shift is not just a passing trend but represents a profound and lasting transformation in the food sector. The embrace of gender-neutral marketing, inclusive branding, and sustainable practices is reshaping how brands connect with consumers, fostering greater inclusivity and aligning with changing societal values. As we move forward, it is evident that the companies leading in these areas—those that prioritize inclusivity, sustainability, and consumer-centric innovation—will define the future of the food industry, contributing to a more equitable, healthier, and sustainable food landscape for all.
By responding to the call for inclusivity and sustainability, the food industry is not only enhancing its market reach but also playing a crucial role in creating a better, more balanced world for everyone.
Author’s Bio
Agri Business Incubator, Dept. of Agricultural Engineering, College of Agriculture,
Kerala Agricultural University, Vellanikkara, Thrissur – 680656
*[email protected]
