4/25/2017
Study: Men now shop for groceries as often as women | Food Dive
RIF
tud: Men now hop for
grocerie a often a women
 Caroline Macdonald • April 25, 2017
Dive rief:
A stud has found men shop for groceries just as often as women,
ut female shoppers still spend more per trip, according to a
VideoMining Grocer hopper Impact (GI) Megatud. On average,
women spend $2.73 more per trip.
The stud also found 20% of shoppers avoid the center store and
shop the perimeter, up from 12% 뗝�ve ears ago. Nearl 70% of
grocer trips are made for 10 items or fewer. maller grocer trips, changing demographics, and shoppers’ selflimitation to the perimeter of the store means grocers and food
manufacturers must ensure their marketing messages are targeted
and precise, the stud’s authors said.
Dive Insight:
The mth that women are solel responsile for household shopping
persists, ut realit paints a di�erent picture. Toda, oth men and
women visit the grocer store in nearl equal numers — women
account for 51% of grocer shoppers, and men 49%.
This doesn't necessaril mean the genders share purchasing ehaviors,
however. In general, men are more likel to shop online and at clu and
http://www.fooddive.com/news/grocery­­study­men­now­shop­for­groceries­as­often­as­women/441187/
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4/25/2017
Study: Men now shop for groceries as often as women | Food Dive
convenience stores than women. The also are are more likel to have a
plan of what the want to u (if not an actual list) and stick to it,
according to a recent Hartman Group report. Men are less price
sensitive on average than women shoppers, so grocers ma 뗝�nd there
are opportunities to sell more expensive items to this group.
Women are still more likel to e the household’s primar shopper –
which is likel to account for much of the di�erence in spending – ut
this depends on the demographic. Millennial men with children are
signi뗝�cantl more likel to visit a grocer store four or more times a
week, according to Packaged Facts. The market researcher found that
this group tended to spend more on groceries than others – aout $170
a week, compared to an average of $108.
As shopper demographics and ehaviors change, retailers ma need to
reconsider store design as well. A laout that works for larger shopping
trips ma not e as e�ective as oth male and female shoppers switch
to smaller shopping trips and store perimeter shopping. VideoMining,
the compan ehind this latest stud, has developed a tool to track the
shopper’s tpical path around the grocer store in order to optimize
laout and work out where there ma e the est opportunities for
promotional items. It ma e wise for retailers to invest in similar tech in
order to est leverage coveted perimeter space, or 뗝�nd was to increase
the productivit in other underutilized parts of the store. Recommended Reading:
Progressive Grocer
Women and Men Now Grocer hop quall: tud
VideoMining
Men hop grocer tore a often a women,
according to latet VideoMining Megatud
http://www.fooddive.com/news/grocery­­study­men­now­shop­for­groceries­as­often­as­women/441187/
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