Modern cultural movements have caused traditional gender roles to change, and a need for marketers to stop looking to stereotypes as fact. As the role of the male in a household has evolved, so has the male grocery shopper. So the question is, what are the motivations of a male shopper today when he enters the grocery store?
First Of All, Who is the Male Grocery Shopper?
Along with ways of marketing to male shoppers, it is good to be aware that a lot of men (especially millennials) enjoy cooking and expressing their creativity in the kitchen. Going grocery shopping with a companion is a way to spend time together as more distractions vie for our time. Understanding the psychology and mindset of how males shop versus females shop can be used to your advantage in boosting sales.
According to a study by a marketing student at Griffith University, over 30% of men worldwide claimed to be responsible for the weekly grocery shopping in their household. In America, shifting household dynamics has caused a significant amount of men to become the primary shoppers, a statistic that has doubled in the last 20 years.
But studies show that men clearly buy products differently than women. A few insights from this research proves:
- Male consumers tend to buy less items but spend more money, which means that the average cost per item is higher.
- Men visit the grocery store more frequently but spend less time in the store.
Along with men shopping differently from women, age clearly plays a role in their shopping behavior as well. Millennial males (ages 18-34) are 161% most likely to be visiting the grocery store at least four times a week, largely due to the shifting gender roles in the household. On the other side of the spectrum, men ages 55-plus only frequent the store about once a week. If they have children, it increases their likelihood to visit the grocery store more often.
Modern culture has also caused unique behavior in millennial dads. This group seems to spend more time with their kids and participate in more of the household shopping. Since this consumer segment shops at least four times per week and spends more money on specific items than women do, it implies that millennial males are looking for quality more than a good deal.
How to Market to the Male Grocery Shopper
According to the Progressive Grocer Kellogg’s whitepaper, the male grocery shopper is more willing to buy newer items impulsively, offering a great opportunity for retailers. Studies show that men literally walk down different aisles than women — they tend to shop in the center of the store while women walk the perimeter.
Some of men’s buying triggers include seeking out innovative products and sticking with familiar brand names. Since males have traditionally made more money than women, they are less concerned with price points. Not ones to browse the store, 49% of men said they want to finish their shopping as quickly as possible and head straight for the products they need without distractions.
Here are some tips to successfully engage this emerging demographic of shoppers:
- Put impulse items on display, especially novelty items that catch men’s eyes.
- Males like to think of ways to save time, so quick meal solutions should be front and center.
- Remember that men go with brands they know and trust over price point, so this is an opportunity to push premium-priced products.
- Promote food products that are high in protein and nutritional content that is appealing to both genders.
- Men don’t tend to follow the grocery list, so think about reminding shoppers to replenish their necessities via text message or social media.
With male shoppers on the rise, it’s beneficial to think about how your business can capitalize from this sector. Just remember to make it as easy and convenient as possible for men to find what they’re looking for and consider male-focused marketing when creating your displays.