{"id":1745,"date":"2008-09-22T06:29:54","date_gmt":"2008-09-22T05:29:54","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=1745"},"modified":"2008-09-22T03:51:08","modified_gmt":"2008-09-22T02:51:08","slug":"brands-embrace-gastrosexuals","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/brands-embrace-gastrosexuals\/","title":{"rendered":"Brands Embrace Gastrosexuals"},"content":{"rendered":"

\"\"<\/a>Thanks to a study paid for by food company PurAsia, a new demographic has been named – the gastrosexual.\u00a0 What’s a gastrosexual you ask?\u00a0 It’s a new term used to refer to men who like to spend time in their kitchens, and it’s a term that brands targeted to the overall male demographic\u00a0are embracing quickly.<\/p>\n

Imagine the Porsche kitchen or Peugeot salt and pepper shakers.\u00a0 Don’t laugh – both are already a reality.\u00a0 German luxury kitchen maker Poggenpohl already created the new P7340 kitchen for the gastrosexual crowd complete with Porsche and Peugeot branded design elements and products.<\/p>\n

Some brand extensions targeted to the gastrosexual crowd are even making it to the entertainment industry.\u00a0 Consider the upcoming Hell’s Kitchen<\/em> or Iron Chef America: Supreme Cuisine<\/em> video games for example.\u00a0 There are even websites targeted to gastrosexuals, including one named Culinary Seductions that (according to an article in\u00a0Brandweek<\/a>) uses the tagline, “a guy’s guide to cooking for girls.”<\/p>\n

To be more specific, the gastrosexual demographic is made up of upwardly mobile men between the ages of 25-44.\u00a0 According to the study conducted for PurAsia, 53% of men claim to spend time in their kitchens cooking\u00a0with more than one ingredient everyday, and the amount of time men spend in their kitchens today is 5-times greater than it was in 1961.\u00a0<\/p>\n

With more women spending more time outside of the home working, these figures are not surprising.\u00a0 It’s also not surprising that companies are noticing this shift and looking for ways to extend male-targeted brands into the kitchen.\u00a0 The opportunities are broad and deep.<\/p>\n

What do you think?\u00a0 How about Harley Davidson\u00a0trivets or Craftsman cookware?\u00a0 The possibilities are endless!<\/p>\n

Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Thanks to a study paid for by food company PurAsia, a new demographic has been named – the gastrosexual.\u00a0 What’s a gastrosexual you ask?\u00a0 It’s a new term used to refer to men who like to spend time in their kitchens, and it’s a term that brands targeted to the overall male demographic\u00a0are embracing quickly. […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[110,691,696,694,137,141,695,693,692],"class_list":{"0":"post-1745","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-corporate-branding","8":"tag-craftsman","9":"tag-demographics","10":"tag-gastrosexual","11":"tag-harley-davidson","12":"tag-market-research","13":"tag-marketing-segmentation","14":"tag-peugeot","15":"tag-porsche","16":"entry"},"yoast_head":"\nBrands Embrace Gastrosexuals<\/title>\n<meta name=\"description\" content=\"A new demographic is added to our 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