Through a special arrangement, presented here for discussion is a summary of a current article from the monthly e-zine, CPGmatters.
Men now make up 43 percent of primary shoppers and are shopping more frequently, making just as many monthly store visits as women, according to a new report, "Food Shopping in America 2014."
According to the study jointly developed by The Hartman Group and food and nutrition marketing agency MSLGROUP, U.S. grocery buyers on average shop three channels per week, including visits to grocery, specialty, mass merchandise, club, convenience, dollar and online. This results in 15 visits a month with 52 percent shopping at two or more stores per trip. Unlike past years, both sexes are shopping the same amount, but you'll find them at different locations.
"You can no longer ignore the male shopper," said Steve Bryant, MSLGROUP director of food and beverage. "With such a strong contingent of primary shoppers being men, today's male consumers need to be considered in product innovation, merchandising and other marketing efforts."
The survey found that men are still less likely to be the biggest spender in the household. However, more and more are now helping their partners by sharing grocery shopping responsibilities.
Mr. Bryant shared several observations and advice:
Be flexible with the changing landscape: Expansion of the food department in non-traditional channels has given grocery shoppers considerably more options on when and where they shop. Men — unlike women — can be more often found in club (34 percent), convenience (21 percent) and online (six percent) retailers for food and beverage.
Convenience is key: Men prefer club, convenience and online stores because these channels allow them to easily find everything they need. With their higher household income and spending power, men are less price sensitive than women. Instead, convenience is priority.
Accommodate the male "search and receive" mode: Men prefer to simply "search and retrieve" the few items they need rather than browse. Search and retrieve is all about getting in and out of the store as quickly as possible. And what are they buying? Their baskets are full of meat and alcoholic beverages more than women's are, but there is still a fair amount of produce, sweets and snacks.
"Don't mistake their lack of planning for lack of caring or think they are willing to accept items of lesser quality with higher price tags," says Laurie Demeritt, president and COO of The Hartman Group. "To engage with male shoppers, brands and retailers should offer tools and services to help them quickly and effortlessly locate and buy items."