52% of fathers claim they make the grocery purchasing decisions. On the other hand, 83% of mothers, say they are the primary grocery decision-maker. It doesn’t matter which gender is right, research shows that men are increasingly gracing the grocery store aisles, according to a new study from Cone Communications.
Are grocery stores ready? Probably not. There are dramatic differences between how men and women shop in the store. 1 out of 3 men get in and out quickly, only buying what they had on their list. One study said that men buy and women shop. That changes the dynamic of in-store marketing and store layout.
The lines are getting more blurred between the differences between men and women and purchasing products. Women still make nearly all the decisions, but men in the household are starting to make the pick up. When you add it all up, even though you have primary target audiences, you also need to keep your eye on the secondary and tertiary audiences. They may not make all the purchases, but they may be the difference between profit and loss.
