Men take plenty of shopping trips but they are not as interested in purchasing healthy food items as women.
Chicago-based consulting company The NPD Group reports that 41% of men say they do all or almost all of the grocery shopping in their household.
The research, called The New Grocery Shopper, said men do all or almost all shopping for 40 million households in the U.S., of which about 16% are single-person households.
The study found men value convenience in food choices more than women. Prepared foods are purchased more often by male primary grocery shoppers, according to a news release about the study.
In addition, the release said male grocery shoppers are also less interested in the consumption of healthier foods compared to women shoppers.
Both younger and older men are shopping for food, according to the release.
“Food makers, who are reaching male grocery shoppers with packaging and marketing, need to keep in mind that it’s not just younger males shopping, it’s also men over 55 who have different needs and motivations,” Darren Seifer, NPD food and beverage industry analyst, said in the release. “A deeper understanding of each male shopper age group is necessary for companies that want their messages and products to appeal to men.”
Research found 80% of shoppers use a grocery shopping list at least some of the time, but men and women depend on the list to varying degrees. Females rely on more heavily on their shopping lists than males, according to the release, and women also use paper lists more. Both genders use shopping lists on phones or tablets, especially 18- to 34-year-old consumers.
Men don’t appear to enjoy grocery shopping as much women, the study revealed.
“Just as there are slow shifts in consumption behaviors over time, so are there slow shifts in who does the grocery shopping,” Seifer said. “While men make up more than their fair share of people who say grocery shopping is a chore, the fact remains that they’re doing it more often, which means that different dynamics are coming into play.”