(Note to readers: As I write this, my husband is at the grocery store.)
Women still hold the crown as primary shoppers in most families, but men are doing more and more grocery shopping, writes Ann-Marie Roerink, director of research for the Food Marketing Institute, in the current issue of the Facts, Figures & the Future newsletter.
“Over the years, many industries have been faced with a need to react to changes in their prime customer base in order to remain relevant, competitive and successful,” she writes. “Some 20 years ago the auto industry had to recognize women for their influence and buying power. There is no doubt that women remain the primary food shopper in most cases and areas, but perhaps our own industry should take a closer look at how men are shopping for groceries and preparing meals.”
Roerink cites highlights of a study by Men’s Health magazine, including:
- Every week, 54 percent of men make a supplemental shopping trip (buying nine to 15 items).
- One-in-five men talk about food and stores, making word-of-mouth a powerful marketing vehicle for retailers and food manufacturers.
- 65 percent of men prepare meals for other household members.
Grocers would be wise, Roerink says, to think about this: “Traditional points-of-entry for retailers (and most food and beverage brands) have been women, large families and even kids. As we readily recognize the influence of the average six-year-old on the weekly food purchases, perhaps it would be wise to spend some time considering the changing role of men in this process.”
(Second note to readers: Last Friday night, my husband made chili for dinner.)