We’ve been hearing a lot in recent years about how men are helping out with the shopping and household chores. Marketers have been tempted to spend some of their ad money targeting men who venture into the grocery store. While these assertions make for trendy headlines, grocery stores should know that the bulk of shopping is done by women and they’ll be well-served by campaigns that target these shoppers.
In a survey conducted by the Private Label Manufacturer’s Association, 75% of women say the task of purchasing at least half of the weekly groceries falls to them. They are frequenting the following destinations:
- Supermarket 90.5%
- Discount stores 79.5%
- Warehouse/club store 77.9%
- Budget stores 60.5%
40% of women try to get in and out of the store within an hour. This might be because they know they’re going home to cook dinner. The disappearing dinner hour also might be more media hype than reality. About 73% of women cook family dinners at least 3 times a week. To make these meals, they very often turn to the following solutions:
- Fresh ingredients 63.6%
- Packages or canned goods 24.7%
- Build the meal around frozen/refrigerated cases 23.0%
- Bring home ready-made or eat and serve from store 9.4%
- Order takeout 8.1%
This survey also highlighted differences in response to marketing campaigns. 89.4% of women say they pay more attention to coupons and ads than men do. Women believe that men are more likely to try new products (35.6%) and they’re also apt to use their smartphones to research while in the store (28.9%).
In the future, grocers may want to target women with coupons and ads but make sure that male shoppers know about newly available products.
To learn more about frequent grocery shoppers, check out the Audience Interests & Intent Report available on the Research Store at ad-ology.com.[Source: Today’s Primary Shopper. Plma.com. 2013. Web. 17 May 2013]