A new FoodThink infographic highlights the mindset of the male shopper, specifically dads. With half of dads finding their desire to prepare meals for their family so strong that it triggers feelings of guilt when they don’t cook, food marketers can create offerings to cure their concerns.

“Regardless of their culinary aspirations, disconnect still reigns between dads wanting to cook and confidence in getting a meal on the table at home,” FoodThink reports.

Frozen foods can really come in handy for dads. The new AudienceSCAN survey found more men (54.5%) eat frozen food at least three times a week than women do.

“The paradigm is shifting from a primary shopper, where one person did it all, to a shared shopper, where households delegate or collaborate. One of the driving factors behind this shift is the evolution of gender roles in modern society. Men now make up more than 40% of primary shoppers, making them key food decision makers for the household.”

Frozen food sellers can emphasize family gatherings around their foods in ad campaigns. The new AudienceSCAN study showed 24.4% of Frozen Food Lovers set personal goals to spend more time with family this year.

“Dads are warring between conflicting desires. They want to set a good example for their kids by living a healthy lifestyle, but they don’t know how to prepare healthy meals,” said Christy Niebaum, FoodThink researcher. “They want to prepare more meals at home, but they don’t have the time. They have good intentions and aspirations, but the realities of everyday life cause them to compromise and take shortcuts.”

TV commercials could showcase the health benefits of frozen foods that are quick and easy for dads to prepare. The new AudienceSCAN survey reported 43% of Frozen Food Lovers took action after watching television (over-the-air, online, mobile or tablet) spots in the past month.

“The need for shortcuts isn’t going away, but food marketers can provide guilt-free solutions that dads can feel good about. To satisfy dads and the families they seek to serve it will require solutions that are a combination of healthy, timesaving and easy to prepare.”

“With intention from food marketers, dads can more easily enjoy the food they purchase, consume and share with their families.”

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.