Advertising Could Shift More Towards Men

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January 18, 2011

More than half of men now identify themselves as the primary grocery shoppers in their households, according to a new Yahoo study, presenting a quandary for store brands retailers and CPGs who traditionally targeted mom with their advertising and marketing

The study was based on interviews conducted last year with 2,400 U.S. men ages 18 to 64. Six in 10 men said they are the primary decision makers when it comes to grocery shopping, health products, pet food and supplies and apparel decisions in their households. Not surprisingly, the study also found that the household decision makers felt advertising ignores them.

In an Advertising Age article, Yahoo’s Director of Research and Insights Lauren Weinberg acknowledged men might be inflating their family role since women do not necessarily agree with the assessment men provided.

But “the fact that so many men now see themselves as masters of the shopping cart not only reflects real shifts, but also means any stigma once attached to men as shoppers is fading fast,” she told Ad Age.

Behavioral research of shoppers by Publicis Groupe's Saatchi & Saatchi X shows men are not as influential in shopping as the Yahoo report revealed. Their study indicates 35 percent of grocery and mass merchandiser shoppers are now men, a number that has been growing especially with the down economy and shifting gender roles.

Because the rising number of male shoppers, more marketers are producing gender neutral advertising and promotions, according to Mariana Sanchez, chief strategy officer at Publicis Groupe's Saatchi & Saatchi X.

One thing that may work in favor of retail and CPG marketers –– men are more brand loyal than female shopper and are less focused on promotions, according to the Yahoo study.

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