Report: Men doing more food shopping, but are still confused

Men may be doing more grocery shopping, but that doesn't mean they are getting any better at it or that stores are helping men feel more comfortable in the aisles. A 2006 survey by WSL Strategic Retail found that 71 percent of men have shopped in grocery stores in the past three months (and 56 percent in the past week) but women are still seen as the primary market by many retailers.

A Reuters article points to some primary differences between men and women when it comes to grocery shopping. Men tend to shop less efficiently, zeroing on the object they want and not noticing the rest of the aisle. Also, some men may have trouble finding certain items but, as when they're driving, they can be hesitant to ask for directions. Men are also looking for convenience over price. Mandy Putnam of TNS Retail Consulting, who conducted a study on men in grocery stores, found that men are often overwhelmed by the amount of choice in grocery stores.

Our report on grocery shopping offers some valuable tips for both sexes. Shopping at one store for staples and another for fresh meat and produce may be prudent. Our top-ranked conventional supermarkets, such as Publix, Raley's and Wegman, received high marks for service and fresh foods but were generally higher in prices. Also staple items such as cereal and paper towels often go on sale at predictable times that can be determined by keeping an eye on store flyers. Another suggestion is to use  the power of the Web, not just for ordering groceries online but also for keeping abreast of promotions and sales. Our Ratings of 54 supermarkets of various types (available to subscribers) shows the strengths and weaknesses of a variety of chains to help you organize your plan of attack.

Comments

[Paul Dorell]

Men may appear confused in grocery stores because the marketing has little appeal to them. It is true that many of us like to find the desired items quickly and leave. To suggest that all of us are poor shoppers is a bit sexist. I have been shopping weekly for more than thirty years, and am usually in and out of the store within fifteen minutes. Most of the products are of little interest to me, and I buy healthy, tasty food that meets my preparation criteria. I may be paying slightly more than women who dawdle along each isle checking products and prices, but my diet it probably better, and I haven't wasted as much time in an environment that I find unpleasant.

[Martin]

One new program that is helping men is pretty funny and exciting in New York, PA and NJ. It's a scream and it's called Kings in the Kitchen!

A lot of chains are using the program to visit their stores now and help men to shop, cook and care for their whole family much easier.

Marti