51% of Men are Primary Grocery Shoppers
January 18, 2011
BATAVIA, Ohio—Move over June Cleaver, the man of the house may wield more domestic power than previous decades. A 2010 survey by Yahoo revealed 51 percent of men ages 18 to 64 identify themselves as the primary grocery shopper in their households; however, only 22 percent to 24 percent of men believe advertising in packaged goods, pet supplies or clothing is targeted to them.
A recent article in Ad Age delved into the new marketing mentality marketers of packaged goods now face. Yahoo research finds men are more brand-loyal and less focused on promotions than women shoppers. In advertising, they do more product research in packaged-goods categories than women, she said, and, because they’re often newer to the categories, prefer ads with more information.
According to the article, some brand managers for years have privately said more broadly focused network prime-time programming delivered better for their brands than more female-focused cable buys, regardless of the cost and what media optimizers indicated.
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