Pamela Riemenschneider, Aisle Wandering
Pamela Riemenschneider, Aisle Wandering

I can’t tell you how many times I’ve heard guys in the produce industry refer to consumers as “The Housewife.” 

I can’t tell you how many times I’ve heard guys in the produce industry refer to consumers as “The Housewife.” 
But is it “The Housewife” who really does all that shopping and decision making? Who this “Housewife” person, anyway? 
I’ve got the impression that most families are a mixed-up jumble of single parents, two incomes and baby boomers. 
My baby boomer in-laws shop together now that my father-in-law is retired, and my baby boomer divorced father makes guerilla trips to the store, foraging only what he can hold in a hand cart and getting out of there as fast as possible.  
I saw an article from the Chicago Tribune about the increasing number of male shoppers hitting the aisles and what retailers and consumer product marketers do to market to them. 
Do retailers need special “manly” marketing messages? Dr. Pepper’s new 10-calorie drink campaign and the crazy Old Spice commercials come to mind. Let’s deck the halls in camouflage and football stand-ups. 
Before I get too cynical, I’m reminded of a classic “man” marketing scenario that got my husband hook, line and sinker. He recently made a quick trip to get some charcoal to grill dinner. He came back with charcoal, beer and limes.
Why? We already had beer and limes in our fridge. 
The grocery store closest to us puts the charcoal aisle next to the beer aisle. Genius.
I remember when I was a kid, my mom did all the shopping. Once in a while my dad and I would stop on the way home from basketball practice and pick up a few essentials, but mom did most of the work. 
That’s very different from my family now. My husband and I have been grocery shopping and meal planning together for at least the past 10 years. 
Because we both work on weekdays, we shop on Sunday afternoon. 
Judging by the fact that shelves are nearly empty by the time we get to the check stand, we’re not the only ones who do it like this. I don’t need any special marketing — just well-stocked shelves and a helpful staff. 
pamelar@thepacker.comI can’t tell you how many times I’ve heard guys in the produce industry refer to consumers as “The Housewife.” 

But is it “The Housewife” who really does all that shopping and decision making? Who this “Housewife” person, anyway? 

I’ve got the impression that most families are a mixed-up jumble of single parents, two incomes and baby boomers. 

My baby boomer in-laws shop together now that my father-in-law is retired, and my baby boomer divorced father makes guerilla trips to the store, foraging only what he can hold in a hand cart and getting out of there as fast as possible.  

I saw an article from the Chicago Tribune about the increasing number of male shoppers hitting the aisles and what retailers and consumer product marketers do to market to them. 

Do retailers need special “manly” marketing messages? Dr. Pepper’s new 10-calorie drink campaign and the crazy Old Spice commercials come to mind. Let’s deck the halls in camouflage and football stand-ups. Make sure marketing matches reality

Before I get too cynical, I’m reminded of a classic “man” marketing scenario that got my husband hook, line and sinker. He recently made a quick trip to get some charcoal to grill dinner. He came back with charcoal, beer and limes.

Why? We already had beer and limes in our fridge. 

The grocery store closest to us puts the charcoal aisle next to the beer aisle. Genius.

I remember when I was a kid, my mom did all the shopping. Once in a while my dad and I would stop on the way home from basketball practice and pick up a few essentials, but mom did most of the work. 

That’s very different from my family now. My husband and I have been grocery shopping and meal planning together for at least the past 10 years. 

Because we both work on weekdays, we shop on Sunday afternoon. 

Judging by the fact that shelves are nearly empty by the time we get to the check stand, we’re not the only ones who do it like this. I don’t need any special marketing — just well-stocked shelves and a helpful staff. 

pamelar@thepacker.com

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