With more men shopping for their everyday needs, what are brands doing to target their male audience?
The number of men responsible for food shopping is on the rise, with 61% of men doing their part, whereas two years ago that figure stood at 41%, according to research by WSL Strategic Retail. One of the reasons for this is of course a result of couples sharing the responsibility of shopping for the family home.
But what about the single man, without those family ties? As more and more men are staying single, and for longer, there has been a surge of men shopping, online and offline. A man’s shopping habits are a lot different to a women’s. Men typically want to be direct, thus finding exactly what they need as soon as possible. Men will shop for what they need now.
Instead of stereotyping single men as a majority of ready-meal and take away eaters, more men are in fact spending time in the kitchen. According to a report from Oxford University, it is the encouragement of such celebrity chefs like Jamie Oliver and Gordon Ramsey who have provided more of a macho appeal towards cooking, which has made the whole cooking experience and eating better food a lot more acceptable amongst men.
What can food brands do to gain more male consumers? Money off deals are a standard deal maker, however it would be great for brands to appeal to his desire to fulfil the role of ‘provider’. Relate food brands with events and key times in the year that appeal to a large male demographic i.e. sporting events and summer BBQ season. Give back handy advice and tips on how he can cook up a storm in the kitchen, without taking away too much time from entertaining his guests or watching the sports!