CPG/retail industry adjusts as more men shop for groceries
Monday, January 02, 2012
As more men become the primary grocery shoppers
in their households, the cpg/retail industry is adjusting its marketing
efforts, according to a recent report in the Los Angeles Times.
A growing contingent of
men are taking over grocery duty, a trend that has been building for decades,
according to the report. But as the recession hit men disproportionately, many
were left home to manage the household.
The nation's biggest
food and personal products manufacturers are taking notice, trying to market
products and adjust store layouts to cater to men, the newspaper reported. It's
a paradigm shift for the $560-billion retail food industry that has focused marketing
and advertising on women, and mothers in particular.
But men ages 18 to 50, including Generation X and Millennials, seem more than
happy to do the shopping — or at least tag along, according to the LA Times. According to consumer research firm GfK MRI and
an ESPN report, 31 percent of men nationwide were the primary household
grocery shoppers in2011, up from 14 percent in 1985.
Meanwhile, a nationwide survey of 1,000 fathers conducted by Yahoo and market
research firm DB5 found 51 percent were the primary grocery shoppers in their
household. Of that group, 60 percent said they were the primary decision makers
regarding consumer package goods, which includes packaged food.
In response, Network of Executive Women foundation sponsor Procter & Gamble
Co. began testing "man aisles” in 2009 and is expanding the program into
some Walmart, Target and Walgreen stores in the United States and Canada,
the newspaper reported. The company found that "many men were terribly
uncomfortable with the shopping experience,” according to a spokesperson.
In many stores, men's personal care products were scattered across various
aisles, often in subprime locations like a bottom shelf or the end of an aisle. The man aisle puts all men's products, including Procter & Gamble
competitors, in one place, with shelf displays and even small TV screens
toguide men to the appropriate skin care items. Tests have gone well, with men
spending more, according to the report.
NEW foundation sponsor Kraft Foods selected several products to market to men
in 2011. Thecompany developed, packaged and marketed MiO, bottles of
liquid flavor droplets to make water more enticing. The brand is on track to do
more than $100 million in sales its first year, a key new-product benchmark.
Kraft Foods also scored with men in 2011 by way of
its Philadelphia Cooking Creme, which was displayed near
"We had a lot of guys who impulsively bought that product,
thinking, ‘What can I mix with chicken? I want to try something different,’” a
spokesperson told the newspaper.