Understanding the Male Grocery Shopper: Study

You may be surprised by who you see in grocery stores these days. Recent studies reveal that approximately a third of the primary shoppers for groceries and household goods are now men —a percentage that has more than doubled in the last 25 years.

As women have entered the workforce in larger numbers, men have begun to share in domestic duties, including household shopping. Additionally, changes in societal norms have broadened the very definition of the American family, along with the roles of individuals within the home. Some men are choosing to be “stay-at-home dads” while mom works.

Circumstances created by the recent economic downturn have accelerated these changes within American homes. Three out of four jobs lost to the recession were held by men, resulting in larger numbers of men finding themselves at home, often while their wives are off to work.

As men venture into retail channels and start making more brand decisions on behalf of their families, the need becomes greater for marketers to understand how male shoppers are different from—and similar to—their female counterparts.

The shopper-marketing group at Rivet [http://www.rivetglobal.com], led by strategic planner Adrianne Lambert, launched a study that included an extensive survey of 425 household shoppers, as well as shopalongs and other research. What follows are six simple questions we believe today’s brand marketers need to ask themselves about the increasing number of males who may (or may not) be reaching for their products on the shelf.

1. Who did you talk to today?

Many CPG brands are still relying on the old model that assumes women are doing the purchasing and brand selection for the home. Are they really speaking to everyone they need to? A CRM program for a popular kids’ snack brand starts much of its copy with “Hey, mom….” And with ever-greater frequency, they are getting consumer e-mails reminding them that after-school snack moments aren’t just the domain of mom anymore. Perturbed males are asking that the brand recognize that dad is just as involved and interested.

The good news for popular name brands is the survey shows male shoppers are more likely than women, by at least 17%, to stick with the brands that they know and are less likely to take risks on cheaper alternatives or private label products. Speaking to men is indeed important.

2. Is it time to kill your dumb dad?

In the ’60s, it was common to see TV ads that showed a poor, overwhelmed housewife, beside herself over a stubborn collar stain or other household conundrum, suddenly saved by a male character (oftentimes her own husband). She would sigh with relief and thank him adoringly. But with the women’s movement, marketers began to more often make female characters the ones with the answers. A new formula emerged that made dad “the one who was last to know” – e.g., the TV spot for a nutrition product that has mom and the kids smiling at each other knowingly as poor dad reads about the new product in the paper and wonders aloud if the family should try it, totally missing the fact that everyone at the table is already eating the product he’s suggesting. “Poor dad. He’s clueless, but we love him.” No, they don’t really say that but, speaking on behalf of men everywhere, I think the dialogue is implied.

A vocal number of men on blogs and message boards are asking for this “poor dad” stereotype to be retired to the same place we exiled the helpless housewife. It’s time for marketers’ portrayals of men to be inclusive and welcoming, not exclusive and unappealing.

3. Do you have male shelf esteem?

Much has been documented about how people change mind-sets when they transform from consumers to shoppers. But that transition is different for men and women. Women tend to do more preparation for the shopping trip. They are in shopping mode much earlier as they plan the journey, search for coupons, do “pre-shopping” online, etc.

Men see the shopping process as a more isolated function that begins when they head to the store. They report doing much less “pre-shopping” and investigation into brand options and they haven’t caught on to coupons in numbers approaching women yet.

Even those who might enjoy the shopping process are more likely to view it as a “task.” To activate his purchases, messages and promotions need to resonate inside the retail environment. To reach men, having messages in-store that either reinforce loyalty or are calculated to interrupt him as he picks his default choice are extremely important. In many ways, in-store marketing to men is equally if not more important than it is for female shoppers because of how men view shopping and brand selection.

4. At retail, are you using a clear voice to become his clear choice?

Men are less likely to shop with a list than their wives, but they arrive at retail with a plan, even if it’s only in their heads, and they are more likely to stick to that plan when shopping. For marketers to change that plan, so that their brands are considered, takes a very direct and strong appeal emphasizing value and relevance to the male shopper’s life.

While women are more likely to explore every aisle, to consider new brand messages more thoroughly, and to enjoy the process of finding new items, men in our study reported being more likely to get in, stick to their plan and complete the task.

In the survey, women were 42% more prone to change brands in some categories simply for the sake of variety. Men were more likely to find their brand and stay loyal, being less likely to risk a switch without a strong reason to do so. Messaging that clearly states a compelling reason that mitigates his risk while demonstrating value is imperative. Giving him a sample is even better, since 65% of the male shoppers said a sample would make them consider a new brand choice.

5. Is your plan for getting his attention a big hit or a swing and a miss?

When asked what would influence them to try a new brand, men reported in fewer numbers what we know to be perhaps the most effective marketing tool in our arsenal – word of mouth. Specifically, the male shopper doesn’t believe, like women do, that peers are influencing his purchases. Thirty-three percent fewer men said they take the recommendation of friends for household items. But we know that, depending on the category, men are more influenced by their peers than they realize or may admit. Technology and alcoholic beverage brands can show data that proves badge value and peer influence are major factors. According to the survey, men are less likely to discuss other categories of household items with friends.

The reality is that motivating men may mean taking a second look at marketing efforts that rely too heavily on consumer advocacy or word of mouth.

6. Do you have him rolling in the aisles or rolling his eyes?

Most men have not yet embraced “recreational retailing.” While 22% of survey participants did use the word “interesting” to describe the shopping process, the vast majority used words that made it clear that shopping resides more in the “task” category for male shoppers.

Some retailers have figured this out, incorporating experiences that make men more interested in staying longer in their stores and perhaps buying more. Beer-tasting nights and themed events tailored to men’s interests have sprung up in numerous locations. With few brands creating these enjoyable male moments in-store, entertaining him for a moment and making shopping less painful may well get you the male shopper’s attention, trial and loyalty.

There is still much to be learned about the emerging male shopper, but it is certain that with increasing buying power, in his own time, on his own terms, he is redefining retail success for more and more brands.

Brad Fuller is an executive vice president and managing director of Rivet St. Louis, where he oversees the Planning and Shopper Marketing teams for the agencies network’s five North American offices. He can be reached at [email protected].