Australian and New Zealand Market Research March Revealing what men and women think about women s bodies S H A P E S E N S A T I O N

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1 t h e s h a p e r e p o rt Australian and New Zealand Market Research March 2011 Revealing what men and women think about women s bodies S H A P E S E N S A T I O N T H E A R T O F S H A P I N G 1 March 2011

2 C O N T E N T S e x e c u t i v e S U M M A RY B o d y S i z e size Of The Average Australian/New Zealand Woman What Size Are Australian/New Zealand Women?... And What Size Do They Want To Be? Bra Size Comparisons B o d y S h a p e how Happy Are Women With Their Bodies? Who Is Happy With Their Body? Do Women Want To Have A Different Body Shape? how Satisfied Are Australian/New Zealand Women With Their Appearance? how Do Men Describe Women s Bodies? Body Types How Triumph Defines A Woman s Shape Body Types Women Put Themselves In The Picture What Do Men Like About The Shapes? What Do Women & Men Want To Change About Women s Bodies? What Factors Improve A Woman s Overall Appearance? What Makes A Woman Feel Good? When Is The Best Age For A Woman s Body? How important Is Body Image? What Do Men Admire In A Woman? Who Do Women Dress Up For? B o o b s a n d b r a s how Happy Are Women With Their Breasts? What Do Women Think About Their Breasts? (And What Do Men Think?) attitudes Towards Cleavage Female And Male Attitudes To Why Women Wear A Bra some Interesting Insights Into Women s Lingerie Habits how Women Feel About Shapewear how Men Feel About Shapewear Would Women Consider Breast Surgery? w o m e n i n t h e m e d i a Which Celebrity Portrays A Positive, Confident Body Image? how Women Feel They Are Portrayed In The Media how Men Feel Women Are Portrayed In The Media What Is The #1 Issue Surrounding Women s Bodies in Australia And New Zealand Today What Women Think... Some Issues And Opinions From Our Respondents i n t e r n a t i o n a l c o m p a r i s o n s how Does Australian And New Zealand Women Compare To Their Counterparts Around The World? C O N C L U S I O N S Australian and New Zealand Market Research March The Shape Report

3 E X E C U T I V E S U M M A RY R e s e a r c h P u r p o s e Identify the size of the typical Australian and New Zealand woman. To gain a uniquely Australian and New Zealand perspective on women s bodies... from a male and female perspective, and draw international comparisons. To identify what proportion of women fit into each of the classical body shapes... and which shapes are preferred by men! Get an up-to-date assessment of how Australian and New Zealand women feel about body issues and how they are portrayed in the media. R e s e a r c h M E T H O D Online research with 1,100 females and 535 males across Australia and New Zealand. Sample was representative of the total population by state and age. Females who qualified to take part in the research: Were aged between 18 and 55 years 72% were in a relationship, 12% were looking for love and 16% were happy to be single 60% had children All males who qualified to take part in the research: Were aged between 18 and 55 years Had a female partner 60% had children Research was conducted between 8th and 23rd November March 2011

4 1.0 Body Size 4 The Shape Report

5 1.1 Size Of The Average Australian/ New Zealand Woman H E I G H T I N F E E T E X T R E M E O B E S E 9 0 W E I G H T I N K I L O S O B E S E O V E RW E I G H T H E A LT H Y W E I G H T U N D E R W E I G H T H E I G H T I N M E T R E S Based on selfreporting, the average Aus/NZ woman is 164cm and 74kg. This falls within the overweight category of BMI. 5 March 2011

6 1.2 What Size Are Australian/New Zealand Women... And What Size Do They Want To Be? F E M A L E S O W N S I Z E N O R M A L LY B U Y W O U L D L I K E T O B U Y Size 6 Size 8 Size 10 Size 12 Size 14 Size 16 Size 18 Size 20 Size 22 or above M A L E S P A RT N E R S S I Z E? Size 6 Size 8 Size 10 Size 12 Size 14 Size 16 Size 18 Size 20 Size 22 or above % DON T KNOW AVERAGE SIZE IS 14 PREFERRED SIZE IS 10 ESTIMATE PARTNER IS SIZE 12 ESTIMATE AVERAGE WOMAN IS SIZE Based on self reporting, 48% of women are size 14 or above but 57% would like to be no more than a size 10. Men are quite accurate at estimating the dress size of their partner. 6 The Shape Report

7 1.3 Bra Size Comparisons C U P S I Z E A B C 2 6 D D D E % OF MEN KNOW THEIR PARTNER S BRA SIZE F 3 G 1 S I Z E Single most popular sizes are: B, 12C, 14C, 14D, 10B March 2011

8 2.0 Body Shape 8 The Shape Report

9 2.1 How Happy Are Women With Their Body Shape? Y E S F E M A L E S - A R E Y O U H A P P Y W I T H Y O U R B O D Y S H A P E? N O WOMEN ARE TOO HARD ON THEMSELVES! Only 30% of women are happy with their body shape and men know this, yet 79% of males enjoy their partner s body shape. M A L E S - I S Y O U R P A R T N E R H A P P Y W I T H H E R B O D Y S H A P E? M A L E S - A R E Y O U H A P P Y W I T H Y O U R P A R T N E R S B O D Y S H A P E? N O N O Y E S Y E S 9 March 2011

10 2.2 Who Is Happy With Their Body? Women in a relationship are happier with their bodies compared to those who are looking for love (32% vs. 24%) Women who haven t had children are happier with their bodies, compared to women who have. (35% vs. 28%) NZ women are happier with their bodies than Australian women (35% vs. 30%) year olds are least likely to want to change their body shape (although it s still high at 73%) compared to 40+ year olds (85% want to change their body shape) 10 The Shape Report

11 2.3 Do Women Want To Have A Different Body Shape? The majority of women would like to change their body shape 11 March 2011

12 2.4 How Satisfied are Australian/New Zealand Women With Their Appearance? It s important that your partner finds you attractive Women thinks it s important that their partner finds them attractive You re satisfied with your overall appearance Women are generally satisfied with their overall appearance F E M A L E S M A L E S Men and women agree... That women think it s important their partner finds them attractive... and yet they are not satisfied with their appearance. 12 The Shape Report

13 2.5 How Do Men Describe Women s Bodies? F E M A L E S O W N S I Z E Skinny 5 T y p i c a l A u s / N Z w o m a n P a rt n e r Slender Normal Average Large Voluptuous Fat 2 Overweight 4 7 Just right % of men describe their partner as normal or average, 26% as large, voluptuous or overweight and 19% as slender or skinny. Men perceive that there are more larger sized women around - 34% say that women in general are large, voluptuous, fat or overweight. However, the percentage of their own partners who fall into this category is 26%. Men see their partners with rose-coloured glasses! 13 March 2011

14 2.6 Body Types How Triumph Defines a Woman s Shape BOTTICELLI Beautiful Botticellis are bottom heavy. So you re bigger around the hips and bottom than the bust region DA VINCI Divine Da Vinci have a shape that features classic lines. You re pretty much straight up and down, giving you an elegant form MATISSE Your narrow shoulders and hips make you a magnificent Matisse. You may have a wider midriff and carry some weight in your upper legs RAPHAEL The gorgeous figure of a Raphael is bigger up top with broad shoulders and/or buxom bust and a comparatively smaller waist and hips REMBRANDT Do you have a smaller waist but with a fuller bust and bottom? Lucky girl, you re blessed with a Rembrandt body. RUBENS Rubens have been the muse of many an artist. You re well proportioned and carry your weight around your midsection. 14 The Shape Report

15 2.7 Body Types Women Put Themselves In The Picture FEMALES WHICH SHAPE BEST REPRESENTS YOUR BODY? REMBRANDT 14% 29% of males find this appealing BOTTICELLI 15% 4% of males find this appealing RUBENS 26% 4% of males find this appealing RAPHAEL 7% 35% of males find this appealing MATISSE 17% 6% of males find this appealing Da VINCI 21% 25% of males find this appealing Women self-classify as Rubens, Da Vinci then Matisse. Men like Raphael, Rembrandt then Da Vinci. 15 March 2011

16 2.8 What Do Men Like About The Shapes? Raphael is liked for her large breasts and slim build and is described as sexy, athletic, and well proportioned. Rembrandt is liked for her hourglass figure and is described as well proportioned and curvy. Da Vinci is described as normal, slender and healthy. 16 The Shape Report

17 2.9 What Do Women And Men Want To Change About Women s Bodies? FEMALES WHAT WOULD YOU MOST LIKE TO CHANGE? Stomach Thighs B ust Bottom Legs Waist Arms Something else Nothing at all Stomachs are the biggest problem area for women and men recognise this... Although not to the extent that women worry about it. MALES WHAT WOULD YOUR PARTNER MOST LIKE TO CHANGE? MALES WHAT WOULD YOU LIKE TO CHANGE ABOUT YOUR PARTNER? Stomach 3 7 Stomach 2 6 Thighs 1 1 Thighs 7 Bust 1 7 Bust 1 3 Bottom 1 3 Bottom 9 Legs 4 Legs 4 Waist 4 Waist 4 Arms 2 Arms 2 Something else 3 Something else 3 Nothing at all 9 Nothing at all March 2011

18 2.10 What Factors Improve A Woman s Overall Appearance? W h a t w o m e n t h i n k W h a t m e n t h i n k Nutrition Exercise Clothes Make-Up Skincare Hair Underwear Spray tan or products removal suntan Men and women agree that nutrition and exercise have the greatest impact on a woman s appearance. Men are twice as likely to also mention make-up and skin care as important. 18 The Shape Report

19 2.11 What Makes A Woman Feel Good? F E M A L E S M A L E S Having hair and make-up done Beautiful underwear Great pair of heels 4 6 Something else Clothes, being healthy, being happy, being given compliments 19 March 2011

20 2.12 When Is The Best Age For A Woman s Body? At what stage of life did you feel most comfortable with your body? years years years years years MEN Teens 54% 37% 17% 10% 9% 8% In your 20s 46% 59% 56% 44% 46% 37% In your 30s - 4% 27% 27% 21% 25% In your 40s % 8% 16% In your 50s % 14% A woman in her 20s is thought to be most comfortable with her body. 20 The Shape Report

21 2.13 How Important Is Body Image? STATEMENT: Body shape and image is much more important in your teens and 20s years years years years years Agree 85% 73% 63% 60% 66% 90% of men agree Disagree 15% 27% 37% 40% 34% STATEMENT: As soon as they turn 40, women are much more accepting about how they look years years years years years Agree 50% 50% 47% 42% 46% 70% of men agree Disagree 50% 50% 53% 58% 54% Younger women believe they place more importance on body shape and image and that by the time they reach their 40s they will be more accepting of how they look. Older women are less likely to agree! 21 March 2011

22 2.14 What Do Men Most Admire In A Woman? We asked all respondents what traits do men most admire in women A large bust W h a t w o m e n t h i n k W h a t m e n t h i n k A great personality Long Legs A sense of humour A well rounded bottom Women know that men admire a large bust, but they underestimate the importance of a great personality. 22 The Shape Report

23 2.15 Who Do Women Dress Up For? To feel good about themselves To attract the attention of men To compete with other women W h a t w o m e n t h i n k W h a t m e n t h i n k When women make an effort to dress up, it s to make them feel good about themselves... and men recognise this. 23 March 2011

24 3.0 Boobs and Bras The Shape Report

25 3.1 How Happy Are Women With Their Breasts? F E M A L E S A R E Y O U H A P P Y W I T H Y O U R B R E A S T S? M A L E S I S YO U R P A RT N E R H A P P Y W I T H H E R B R E A S T S? MALES ARE YOU HAPPY WITH YOUR PARTNER S BREASTS? AGAIN, WOMEN ARE TOO HARD ON THEMSELVES! Only 56% of women are happy with their breasts and men know, yet 83% of males have no complaints! 25 March 2011

26 3.2 What Do Women Think About Their Breasts? FEMALES HOW DO YOU FEEL ABOUT YOUR BREASTS? They look great in the right bra 7 8 They are just right 4 4 They are the wrong shape 2 9 They are too small 2 4 They are too large 2 0 MALES HOW DOES YOUR PARTNER FEEL ABOUT HER BREASTS? MALES HOW DO YOU FEEL ABOUT YOUR PARTNER S BREASTS? They look great in the right bra 7 0 They look great in the right bra 8 1 They are just right 5 2 They are just right 74 They are the wrong shape 2 5 They are the wrong shape 1 6 They are too small 2 4 They are too small 1 2 They are too large 2 2 They are too large 8 We all agree the right bra makes all the difference! And more proof that men like their partner s breasts more than she does. 26 The Shape Report

27 3.3 Attitudes Towards Cleavage W h a t w o m e n t h i n k W h a t m e n t h i n k If a woman is showing cleavage she should accept it will be looked at by men & women It is never acceptable to show cleavage at work Large breasts and cleavage are a key to a woman feeling feminine It s acceptable to show cleavage at any time of the day and any occasion These days women wear clothes that are too revealing 5 2 Men only responses Once a woman is over 40 it s unacceptable for her to show cleavage and too much flesh 2 1 Men are far more liberal when it comes to women showing cleavage. 27 March 2011

28 3.4 Female And Male Attitudes To Why Women Wear A Bra W h a t w o m e n t h i n k W h a t m e n t h i n k Bras are a vital part of any outfit Wearing a great bra makes you feel more confident 7 8 Wearing a great bra makes you feel more attractive Always wear a bra 7 5 Wear a bra for modesty and security Would feel uncomfortable if not wearing a bra 7 3 A beautiful bust is important Only wear a bra when you need one 6 3 Wear a bra out of habit 6 2 It s important to wear a sexy bra when others can see it Wear a bra to enhance or push up breasts Wear a bra to attract attention Wear a bra as a fashion statement 1 3 Wear a bra to receive compliments Significant difference between males and females 28 The Shape Report

29 3.5 Some Interesting Insights Into Women s Lingerie Habits When summer comes, women pay more attention to their lingerie wardrobe 7 6 Women seek underwear that makes their bodies look better 74 Women will buy new underwear to go with a new outfit. 3 7 You ve had a Bridget Jones moment - wearing the wrong underwear at the wrong time 2 9 Highest for year olds at 34% You have lucky underwear March 2011

30 3.6 How Women Feel About Shapewear Shapewear is great for giving you a smoother silhouette 9 0 You wish shapewear looked pretty and sexy like other underwear 7 8 Shapewear should come in a wider range of colours 7 6 Wearing shapewear makes you feel more confident 7 5 Wearing shapewear makes you feel more attractive 6 8 Shapewear is uncomfortable to wear but the end result is worth it % OF WOMEN HAVE BOUGHT SHAPEWEAR 30 The Shape Report

31 3.7 How Men Feel About Shapewear Wearing shapewear makes women feel more confident 8 6 Wearing shapewear makes women feel more attractive 8 6 Shapewear is great for giving women a smoother silhouette 8 5 You wish shapewear looked pretty and sexy like other underwear 7 2 Shapewear is ugly but you understand why women wear it 6 4 Shapewear is uncomfortable for women to wear but the end result is worth it 5 0 I would hate to discover my that my date was wearing shapewear 4 4 Shapewear is a turn off for men 4 3 ONLY 18% OF MEN THINK THEIR PARTNER HAS BOUGHT SHAPEWEAR 31 March 2011

32 3.8 Would Women Consider Breast Surgery? Yes - to increase the size of the breasts MEN OVER- ESTIMATE THE EXTENT TO WHICH WOMEN ARE PREPARED TO GO UNDER THE KNIFE TO CHANGE THEIR BREASTS. Yes - to decrease the size of the breasts W h a t w o m e n t h i n k W h a t m e n t h i n k More men think that women want to go under the knife to change their breasts. 32 The Shape Report

33 4.0 WOMEN IN THE MEDIA 33 March 2011

34 4.1 Which Celebrities Portray A Positive, Confident Body Image? Megan Gale W h a t w o m e n t h i n k W h a t m e n t h i n k Beyonce Jennifer Aniston Helen Mirren Jennifer Lopez Magda Szubanski 6 9 Sarah Murdoch 6 8 Scarlett Johanssen The Kardashians 6 7 Stephanie Rice The Shape Report

35 4.2 How Women Feel They Are Portrayed In The Media There are still double standards in the way men and women are judged on physical appearance 9 4 Women feel pressure to look good 9 1 European women are much more confident about their body shape and image than Aus or NZ women 7 8 Curvier bodies are being celebrated more 7 1 Being thin is still the ideal shape 6 7 There is a great range of underwear available for women of all shapes and sizes 6 4 Plus size models are good but you still like to look at clothes on traditional size models 6 1 Designers really understand women s bodies and make underwear for today s women 4 7 Women are portrayed much more realistically in advertising March 2011

36 4.3 How Men Feel Women Are Portrayed In The Media There are still double standards in the way men and women are judged on physical appearance 8 9 Women feel pressure to look good 8 6 Curvier bodies are being celebrated more Women place far too much emphasis on body shape and how much they weigh Men admire good looking women, regardless of their weight or body shape Men find it irritating how women obsess about their weight and body shape 7 9 Men don t care about weight and the body shape of women as much as women do 7 3 European women are much more confident about their body shape and image vs. Aus or NZ women 6 8 There is a great range of underwear available for women of all shapes and sizes 6 4 Being thin is still the ideal shape 4 5 Women are portrayed much more realistically in advertising The Shape Report

37 4.4 What Is The #1 Issue Surrounding Women s Bodies In Australia And New Zealand Today THe re-sounding issues are: The weight debate/being overweight/the obesity crisis. The pressure to stay thin, that too many women are overweight and the many health issues resulting from this Societies acceptance of different body shapes and ageing The media s preference for size 8 models and using size models as plus size Feeling confident about yourself and your body 37 March 2011

38 4.5 What Women Think... Some Issues And Opinions From Our Respondents Being accepted for having a normal sized body and being comfortable and accepting and accepted for being NORMAL. Even though there are realistic sized models and clothes ranges out there it is still hard to find economical clothing that makes us feel good about our bodies. The way that unrealistic images of perfect women with photos that are airbrushed is shoved down our throats constantly. Feeling overweight and unattractive in general. Young women don t seem to care about showing rolls of fat which not only looks awful it is very unhealthy. There are a lot of extremely overweight people around which is very unhealthy and reflects badly on themselves, the community and the country. We are told thin is best, we are not confident. I believe the number one issue is not accepting the natural changes in shape and size that comes with ageing. Larger hips and waists, dry skin and white hair seem to be avoided at any cost as if it were possible. The constant pressure on women and social expectation for us to be thin, fit, toned, beautifully presented, intelligent, ambitious and fashionably dressed at all times. I hate buying lingerie because of my figure. And I only buy it when I receive a voucher for my birthday or Christmas. I believe it is still all made for smaller women. 38 The Shape Report

39 5.0 INTERNATIONAL COMPARISONS 39 March 2011

40 5.1 How Do Australian and New Zealand Women Compare To Their Counterparts Around The World? SATISFACTION WITH THEIR APPEARANCE: 81% in Germany 81% in France 78% in China 75% in the UK 70% in Taiwan 44% in Japan 42% in Australia/New Zealand 40 The Shape Report

41 5.2 How Do Australian and New Zealand Women Compare To Their Counterparts Around The World? IMPORTANCE OF A BEAUTIFUL BUST: 99% in China 94% in Italy 93% in France 91% in Germany 77% in the UK 76% in Japan 73% in Australia/New Zealand 41 March 2011

42 5.3 How Do Australian and New Zealand Women Compare To Their Counterparts Around The World? WHY DO WOMEN WEAR UNDERWEAR? 55% of Australian/New Zealand women feel it is important to wear sexy bras when others can see it... Compared to 69% of Italian women. 13% of Australian/New Zealand women wear a bra as a fashion statement... Compared to 60% of women in China. 42 The Shape Report

43 C O N C L U S I O N S Australian and New Zealand women are tired of having their body types referred to as fruit, vegetables and inanimate shapes. Breaking away from these traditional stereotypes, Triumph s new body shapes celebrate the female form in the work of six iconic artists Botticelli, Rembrandt, Rubens, Da Vinci, Raphael and Matisse. Australian and New Zealand women are very hard on themselves when it comes to body shape. They don t like their bodies and want to make changes yet men are more than happy with their partner s body. Men think their partners are normal yet there are lots of larger women around... do they put pressure on women to avoid being overweight? There continues to be a double-edged sword women are larger (the average woman is overweight) while there is a perception that the media focuses on thin models and features on how to look like them. Stomachs are the main problem area for women and both men and women agree that women s breasts look great in the right bra. Women embrace the benefits of shapewear and look forward to a greater focus on colours and design. Australian and New Zealand women may lack the confidence and extraversion of European women when it comes to bras and their bust but they still agree that a great bra makes them feel more attractive and more confident. 43 March 2011

44 Australian Head Office Triumph International (Australia) Pty Ltd A.C.N North Road, Wynnum West Brisbane Qld 4178 Postal Address: PO Box 527 Wynnum Central Qld 4178 Telephone: (07) Fax: (07) Web: triumph.com/au