Men Catching Up to Women as Primary Grocery Shoppers: Retailers Take Notice

I’ve been a stay at home dad for 8 years now, and I have to say, the changes in regards to men sharing more household duties over those 8 years have been phenomenal. Now, according to a new study by market research firm NPD Group men are the primary grocery shoppers in 41 percent of U.S. households! Why is that important?

First, it shows men are taking a more active family role, casting aside the 1950’s dad stereotypes. Second, retailers have noticed this trend and are now focusing more marketing of grocery products toward males – something that has pretty much been unheard of in the past.

For example, Kraft Foods recently began featuring men in TV commercials for its Jell-O, Velveeta and Miracle Whip brands, products it historically marketed largely to women.

Some Men-centric products being rolled out:

  • Kraft Hot Habanero flavor of sliced cheese
  • Planter Peanuts Chipotle flavor
  • Campbell’s Chunky soup Beer-n-Cheese with Beef & Bacon flavor
  • Ball Park Park’s Finest Premium Cracked Dijon Mustard and Slow Smoked Hickory hot dogs.
  • Dannon’s Oikos brand of Greek yogurt now comes in blue packaging and a short, wide cup to give it gender-neutral appeal.

Dannon has smartly tweaked their marketing to highlight the protein value of yogurt, noting that the protein in yogurt can be an alternative to a burger or grilled chicken breast. And, to man-up their brand even further, Dannon will become a National Football League sponsor for the first time in 2015.

There are plenty more products and ads out there that show men are finally being noticed in the grocery retail sector. Which ones do you like the most? Share your thoughts!