New Study Reveals Growing Influence Of The Male Shopper

How and where Americans shop for food is changing dramatically, according to a new study, “Food Shopping in America,” from The Hartman Group and MSLGROUP. Increasingly, men (who now compose 43% of primary shoppers) are shopping frequently and they now make just as many monthly store visits as women. Study results show that, on average, U.S. grocery buyers shop three channels per week, including visits to grocery, specialty, mass merchandise, club, convenience, dollar and online stores. Unlike past years, males and females are shopping the same amount, but you’ll find them at different locations.
Men are still less likely to be the biggest spender in the household, but more men are now helping their partners by sharing grocery shopping responsibilities. The expansion of the food department in non-traditional channels has given grocery shoppers more options on when and where they shop. Unlike women, men can be more often found in club (34%), convenience (21%) and online (6%) retailers for food and beverage. With their higher household income and spending power, men are less price sensitive than women. Instead, convenience is priority.