Study: Men Go Grocery Shopping
out the stereotypes. A
new study from Yahoo shows
that adult males in the U.S. between 18 and 64 are
doing their part with a number of household chores
often assumed to be done by women.
For example, 51 percent of guys told Yahoo
they were the primary grocery shoppers in their homes. Forty-one percent are
in charge of the cooking and 39 percent handle most of their household’s laundry.
It should be noted that other studies have shown that more than 80 percent
of women say they do most of their family’s grocery shopping.
the Robert E. Brooker professor of marketing at the University of Southern
California’s Marshall School of Business, told WebMD, "More
and more men are picking up items at the grocery store. But they are frequently
following the instructions of the female in the household. Traditionally, the
woman was the decision maker and shopper. Now the female is still the primary
decision maker, but the shopping is more often shared by two individuals."
Mick, PhD, professor of marketing at the McIntire School of Commerce at the
University of Virginia, told WebMD, "There is no doubt that
men’s and women’s shopping roles have changed. Men are more often going into
grocery stores and buying categories of things they would not have bought a
generation ago. It has been going on for the last 20 years, and has been steadily
- Lost in the Supermarket: Men Without Lists – WebMD/MedicineNet
to Rethink Your Message: Now the Cart Belongs to Daddy – Advertising
- Understanding the Male Grocery Shopper: Study – PROMO
Discussion Questions: What do the gender realities of modern day grocery shopping mean for retailers and consumer brands? How do retailers, for example, create an environment for consumers (male and female) who shop the store very differently?