No marketer worth his or her salt would be crazy enough to overlook the tremendous buying power of women. Study after study confirms that women control 90% of household spending budgets. Of course, today’s pampered kids seem to get everything and anything they want with a tantrum or two or three.

But new research from Y&R identifies a new target: fathers. As noted in this month’s Newsfront section (p. 12 ), dads are less frugal than moms when it comes to shopping, often eschewing coupons because they think it makes them look cheap.

The Y&R study focuses on Millennials which, during the next several years, will represent the largest group of free-spending dads. Perhaps more importantly, 80% of these younger fathers say they primarily hold or share grocery shopping responsibility, versus just 45% of all dads.

With all these guys roaming store aisles, it makes sense for FMCG companies to take the time to find out what dads want when it comes to HBA, household and other categories. This month, Happi looks at some of the best in the business with our annual International Top 30 report, which ranks the leading marketers in the household and personal products industry with headquarters outside the US (p. 80). While perennial leader Unilever once again tops the list, this year’s ranking includes, for the first time, a Chinese company. With sales of more than $800 million, Shanghai Jahwa comes in at No. 29. 

Also this month, we review the dynamic color cosmetics market and many of the newest ingredients in the category (p. 65), the latest goings on in the ever-changing distribution sector (p. 48) and the newest ideas in fragrance packaging (p. 43).

Finally, in another nod to the changing—or should we say interchangeable—roles of men and women, this month’s cover features our first transgender model, Andreja Pejic for Make Up For Ever.

We hope you enjoy this edition of Happi; if you have any comments, please don’t hesitate to contact us.

Tom Branna
Editorial Director
[email protected]