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Study: Men Becoming More And More Engaged In Shopping For Food

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According to the latest research from Men’s Health, men are taking more control over grocery shopping and cooking than ever before, with 84 percent of them saying they’re the primary grocery shoppers in their households (a 19 percentage point increase over the past decade). The Rodale Inc. brand has released the fourth iteration of “How Men Shop for Food,” a study conducted online with Harris Poll among U.S. adult men to measure their attitudes and behaviors regarding shopping for groceries, eating healthy, preparing meals for themselves and others, and influence over purchasing decisions.

“The study’s results continue to challenge many gender stereotypes related to food shopping and cooking,” said Men’s Health VP & Publisher Chris Peel. “Men have an active role in each stage of the food purchasing process—before getting to the store, while there, and when cooking the food they’ve bought. Food retailers are uniquely positioned to appeal to men throughout this cycle and to evolve their marketing plans based on this compelling data.”

Results of the study reveal that men are not only taking more ownership of food shopping, but two-thirds (66 percent) of them also are deciding what to buy before they get to the store. Thirty-five percent of men have been influenced by an online ad to try a new food or beverage, and 13 percent put specific brands of items on their shopping lists (up 9 percentage points from 2010). Two-thirds (66 percent) of men who are married or living with a partner use grocery lists often or all the time (up 15 percentage points from 2010), and nearly all of them (98 percent) have input into the list.

Compared to a decade ago, more men are buying large groups of items at once, and alone. Seventy percent are primary shoppers for big food trips (16-plus items) and 43 percent are making those trips by themselves. They are taking responsibility for pet food shopping, too; 71 percent of male dog owners and 73 percent of male cat owners purchase pet food at least once a month.

An increasing number of men are turning up in the kitchen as well, with 93 percent of them preparing meals for themselves and 77 percent preparing meals for others. Male consumption of online cooking videos is up considerably since 2010; nearly half (48 percent) watched cooking videos in the last 12 months, and 46 percent of those men watched on social media (up 39 percentage points from 2010). Men are experimenting with additional food brands, too, with 86 percent having tried a new brand in the past 12 months.

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After the past two years of uncertainty and changed plans due to the COVID-19 pandemic, we all hoped that 2022 might bring back a sense of normalcy.

However, with government and independent data confirming 40 years of inflation highs and Wall Street entering a bear market, grocers now have new challenges to face.

In this webinar, we will hear from Todd Taylor of Neighborhood Fresh and Darlene Murphy of Metcalfe’s Market about why shopper loyalty is so important in this time of inflation.

Register Now To Attend

CPG + Grocery Retailers’ Rapid Response to Shifting Consumer Behavior Is Impressive and Ongoing

At every twist and turn, brands and retailers have responded to crisis and disruption with innovation, ingenuity, and reinvention. Until the next big thing pops up, many of the changes to the way consumers now shop for groceries and purchase CPG retail items expect to remain. Despite their nimbleness over the last two-plus years, brands and retailers must continue to improve to meet evolving expectations and demands of consumers.

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Featured Photo Barons Market Flagship Store
Point Loma Community
Huntington Beach, California
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