Grocery Stores to Target More Dads

There’s been a huge shift in the day-​to-​day responsibilities of American dads over the past decade. The biggest change involves shopping, especially for groceries. A generation ago, many dads rarely shopped for food. Now they are buying food and cooking meals. The new American dad makes a big target market for supermarket promotions.

Because so many moms are now in the workforce, dads are helping out more around the house. Dads claim that the following chores are mostly or almost always on their lists:

  •  Grocery shopping 49%
  • Cooking 42.7%
  • Driving kids around 38.6%
  • Getting kids ready in the morning 35.7%

More than a few dads are learning how all of this works, especially the grocery shopping part, on the fly. Research shows that more dads (50%) than moms (46%) rely on generic advertising to figure out what to buy and where to buy it. Men are also more likely than women to turn to direct mail (24%), product websites (15%), online media (18%) and social networks (11%) for tips. In-​store promotions catch the eye of 57% of dads and, about 40% of dads also say that traditional media is another of the sources they use as they go about their shopping process.

Given the change in the household decision-​making process, more grocers should be thinking about the way they are crafting their promotions today's families.

To learn more about Dads, check out the Audience Interests & Intent report on this topic available from the research store at Ad​-ology​.com.

[Source: Dads Stake Out Their Role. Emarketer​.com. 18 Sept. 2012. Web. 28 Sept. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.