Though women remain the primary influence on how family consumer dollars are spent, more and more men are taking on responsibility for food shopping for their households.
Chicago-based Midan Marketing surveyed men across the country to find out what their shopping habits were like, coming up with a group profile called “Manfluencer.” A manfluencer steps up to help with household responsibilities, the marketing agency says.
Though kitchenware retailers tell us their primary target audience for both cooking schools and cookware sales is women, men have long been seen as a market brimming with potential. Now might be the time to tap into that potential, as more men say they are responsible for at least half of his household’s grocery shopping and meal preparation.
Nearly 50 percent of the men surveyed by Midan said they fit this profile. Of that group, 58 percent did all the grocery shopping for their families and 46 percent said they are responsible for all their household’s food preparation.
The survey also found that 77 percent of those men hitting the grocery aisles also made up the shopping list, and 88 percent said they tackled all the grilling chores for their household.
Kitchenware retailers should know that men who grocery shop for their families are savvy shoppers and technology users: 59 percent check store websites for sales and 74 percent of them clip coupons.
And as they take on more of the family’s food shopping, more men are adapting to the lifestyle. Nearly 50 percent say they enjoy grocery shopping and 40 percent say they love to cook.
