Figuring out the male shopper

The Lempert Report
October 07, 2014

For retailers looking to appeal to men, think ease and convenience!

According to a new report called, The New Grocery Shopper, by The NPD Group,  41% of men say they do all or almost all of the grocery shopping in their household and that men value convenience in food choices more than women. Also, apparently, you will not find this group perusing the produce aisle because according to the report, while men take plenty of shopping trips, they are not as interested in purchasing healthy food items as women.

So what do they go for? Prepared foods for example, which are purchased more often by male shoppers.  With convenience being the key for primary male shoppers they tend to go for foods with little effort required. 

These kind of insights can be useful when trying to appeal to men. For both retailers and companies, it's crucial to understand and respond to the shifts in primary shoppers and their motivations. Darren Seifer, NPD food and beverage industry analyst says; 

“While men make up more than their fair share of people who say grocery shopping is a chore, the fact remains that they’re doing it more often, which means that different dynamics are coming into play.”