A recent study conducted by ESPN reveals that the number of male shoppers has increased nationwide. As an in-store marketing company, Market Tech Media reviews the new advantage this trend offers to advertisers.
VALENCIA, CA, February 05, 2013 /24-7PressRelease/ -- Traditionally, society may be led to believe that shopping in grocery stores is ultimately the responsibility of the woman in a household. However, new evidence collected by an ESPN study suggests that the number of male shoppers is growing, and the difference is large enough to prompt a change in marketing trends. A recent article from The St. Louis Post-Dispatch reveals how many grocery store chains are responding to this demographic shift and states, "Thirty-one percent of grocery shopping is being done by men, up from about 14 percent in the 1980s." Having expected this trend, in-store marketing firm Market Tech Media reviews how this transition is influencing gender-neutral outreach strategies.
According to the article, the uptick in male grocery store shoppers is most likely due to a shift in the household dynamic caused by the recession. In the article, Phil Lempert, an industry analyst and consultant for ConAgra Foods explains, "We're seeing a lot of men who are stay-at-home dads, working from home or looking for a job...That's changed everything." Market Tech Media reviews this comment and notes that men are becoming more comfortable with responsibilities that have remained traditionally female-oriented in the past. In a recent press statement, the marketing company observes, "We've seen this trend building for years. Traditional roles are beginning to change, these days it's just as likely for a man to walk through that checkout as a woman. It is also just as likely for them to balance the budget or manage home repairs, yard work, or, honestly, to be looking for a deal on lunch."
However, as men become more present among budget-conscious shoppers, it does not mean that they are not worth marketing to. In fact, according to the article, many major stores are considering the implementation of male-focused in-store displays. It states, "Some chains, including Target and Wal-Mart, have discussed launching 'man aisles.' One small chain in New York City has taken the concept to something of an extreme, stocking end caps--the displays at the end of the aisles--with man-centric items."
Although it may prove beneficial to some stores to appeal to just men alone, Market Tech Media reviews the demographic change as one that should prompt more balance when it comes to consumer outreach. Market Tech Media concludes in its press statement, "Gender-neutral marketing is more important than ever as societal trends challenge the conventional roles and the economy turns us all into bargain hunters and couponers. That's why we work with our advertisers to make sure that they appeal to as wide an audience as possible; you never know who's picking up the groceries tonight."
