The reigning (and laughably antiquated) stereotype of a man in a grocery store looks something like this: a dude with a detailed, doomed-to-be-ignored list from his wife shoved unceremoniously in his pocket as he bypasses the vegetable isle to load up his cart with beer, condiments, and maybe a few slabs of meat to slap onto the grill, taking zero stock of labels, nutrition, food origin or even marketing.
The survey, which took into account the responses of 2,000 men ages 18-49, revealed that 65% of men hold primary shopping responsibility for several household product categories, with 67% saying they actually enjoy shopping for the household.
This is particularly good news for marketers, as the results also showed that 63% of men are open to choosing new brands, and the way they go about doing so leaves plenty of room for companies to engage and impress them. As the report states, “When men are compelled to seek a new brand, they don’t just reach for the closest or cheapest one—they’re looking for the one.” To find it, they employ four identifiable steps that can be described as the four E’s. Read more