National Perishables

Study Examines How ‘Manfluencers’ Shop For, Prepare, Consume Meat Products


Midan Marketing’s newest market research study, “Manfluence,” reveals that men have changed, and it’s time for the meat industry to reevaluate its target shopper. Manfluence was first coined by Midan in its 2012 “Breaking the Pattern” study to describe the trend of more men sharing household responsibilities like grocery shopping and meal preparation, as women increase their presence in the work force. The Manfluence study takes a better look at this trend to determine if, in fact, “Manfluencers” differ from the traditional female shoppers in how they shop for and prepare meat, and what it means for the industry.

Key findings of the research are available through a “manly” infographic (see below). A full report with detailed data points also is available

“The findings of our Manfluence research are quite surprising,” said Michael Uetz, principal at Midan Marketing. “Men have changed significantly, and it’s time to redefine how we think about them. We see this trend as having a significant impact on our industry.”

Manfluence is part of Midan Marketing’s Consumers’ Case platform, an ongoing effort to help the meat industry stay tuned into the ever-changing consumer.

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About the author

Kristen Cloud

A former newspaper editor and publisher who has handled digital duties for The Shelby Report since 2011. She once enjoyed leisurely perusing the grocery store aisles but, since having a baby in 2016, is now an enthusiastic click-and-collect shopper.

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