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How gender norms influence women’s food choices

With societal expectations and cultural conditioning still fundamentally guiding women’s eating habits, it’s time we addressed the often-overlooked issue of gendered appetites.

In kitchens and dining rooms across the globe, an unseen force shapes the way that women interact with food.

From portion size to preference, gender norms have long dictated what it means to ‘eat like a lady,’ the pervasive influence of this affecting everything from marketing tactics to agricultural practices.

Peeling back the layers of an issue that’s complex and – arguably for this reason – often overlooked, it’s clear that this recipe for disparity has been simmering for generations.

In nearly two-thirds of countries worldwide, women are more likely to experience hunger than men, a stark reality that’s rooted in systemic inequalities permeating the entire food production chain.

Despite women’s crucial role in agriculture, they often face barriers to land ownership and resource access.

In many developing nations, women hold only 10-20 per cent of agricultural land titles, a statistic that speaks volumes about the gender imbalance in food production and distribution.

Extending from farm to table, where cultural norms indicate that women must serve others before themselves (sometimes sacrificing the best bits for male family members), these archaic practices are upholding a ‘standard’ that women’s nutritional needs are secondary to men’s and children’s.

This is being perpetuated by the media, with the food industry still capitalising on labels and creating a dichotomy between ‘masculine’ and ‘feminine’ foods.

For example, heavy, protein-rich meals like burgers and steaks are targeted towards men, while yoghurt, salads, and diet-friendly products are targeted towards women.

This gendered approach to marketing  is reinforcing outdated stereotypes and manipulating consumer behaviour, skewing women’s perception of nourishment in particular.

Controversial ad campaigns like the ‘not for girls’ slogan on Nestlé’s Yorkie bars and crisp brands developing ‘feminine’ versions of their products that are ‘less messy’ and ‘less noisy’ (suggesting women should be considerate and dainty when eating) highlights the extremity of this.

Fortunately, activists and organisations are pushing back against this restrictive narrative, as awareness about its impact grows.

Due to this support, women are reclaiming their right to enjoy eating without being judged, embracing their appetites, and indulging in whatever culinary offerings take their fancy.

Additionally, some companies have even begun to recognise the problematic nature of gendered marketing, and are opting for more inclusivity and diversity as a result.

There’s still a way to go, however.

To speed up the process and dismantle these damaging beliefs, education will be crucial.

By teaching young people about the history of food inequality and the effects of gender norms on eating habits, change will take place.

Not only this, but promoting women’s involvement in the industry will succeed in challenging the notion that certain foods or related-jobs are gender specific.

By recognising and addressing the subtle and overt ways in which gender norms influence our relationship with food, we can work towards a world where everyone, regardless of gender, feels free to nourish themselves without constraint.

The first step is acknowledging that our appetites should be guided by personal preference and nutritional needs, not by outdated societal expectations.

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