Long gone are the days of “Leave it to Beaver” type family conditions where fathers come home expecting a home-cooked meal before parking themselves in front of the television.  Today’s families look considerably different.  Millions of fathers stay at home part-time; in fact, in 2010, almost 20% of fathers with preschool-aged children indicated that they were the primary caregiver.  Retailers have to adapt as men are making far more of the purchasing decisions for their families than in the past.

In a recent report of changing retail trends, researchers dubbed this demographic shift the “rise of the mansumer.”  According to this research, 40% of men are the primary household grocery shopper, over 40% say they share equally in housekeeping, and over 80% agree that “being a man” means doing whatever it takes to keep the household running.

However, there is a big difference between the way men and women think and act in regards to shopping.  Men place a greater significance on durability and practicality.  In addition, “Martha-Stewart” type images of a perfect dinner or event do not resonate with male shoppers.  Male shoppers are focused more on the practical and respond more to functional appeals rather than emotional appeals.

Experts suggest that marketers shouldn’t communicate with men as if they are less intelligent or require more assistance.  Additionally, retailers, especially grocers, should not just assume that dad is always cooking up hot dogs or hamburgers.

A tool that retailers use to communicate with male customers is often social media.  Men use social media to gather information, read reviews, and conduct research.  In order to reach male customers, retailers also need to provide greater product availability and communicate the value proposition more.

Discussion Questions:

1. How do men shop differently than women?

2. What can retailers do to appeal more to men shoppers?

 

SOURCE:  Craig Guillot, Stores Magazine, March 2013