Here’s a startling piece of news — men do go shopping in supermarkets. Some of these are married men doing the big weekly shop for the family. I do it myself, often with the two kids in the trolley. I actually enjoy it.
Dr Gary Mortimer from Queensland University of Technology says I’m not alone; this is a growing trend that marketers need to be aware of. He reckons supermarkets are still focusing too much on women.
Based on a study of 280 people he has profiled five types of male grocery shoppers:
- Mr Budget Conscious
- Mr Convenience
- Mr Egocentric Shopper
- Mr Equitable Shopper
- Mr Controlled Shopper
Click on the player above to hear a description of each. I wonder whether there’s an opportunity for local stores to pick up on some of this market, particularly for the convenience shopper who is less focused on price.