Battle of the sexes in supermarkets

Scientific research has long suggested men and women think differently. Now the results of The New Grocery Shopper report suggest those differences extend to grocery shopping.

Conducted in May and June by the food and beverage market research and business solutions branch of NPD Group, the online survey of 2,945 respondents age 18 and over notably found 41% of men do "all or almost all" of the grocery shopping in an estimated 40 million households in the U.S.

The report found men who are the primary grocery shoppers have a much higher tendency to reach for prepared foods – particularly deli.

"Twenty-four percent of men say they visit the deli section every time they shop, and 17% they always buy something there," NPD Group food and beverage analyst Darren Seifer told Canadian Grocer.

By comparison, Seifer added only 13% of women said they buy a deli item every time they shop. He noted male grocery shoppers "are less interested in healthier foods than women shoppers are."

Seifer said younger grocery shoppers of both genders "placed stronger emphasis on freshness" and shopped more around store perimeters where fresher items are displayed than in the centre aisles where packaged goods are.

Younger, more digitally-connected grocery shoppers were likely to make and accept recommendations about foods and recipes that influenced the groceries they purchase.

Women were also found to spend an average of $14 more than men per visit to a grocery store.  "The reason is that women are more likely to browse the aisles and see things they might have forgotten to write down on their list (or) see an item on special they know they'll need,” said Seifer.

He added that men, on the other hand, "are more on a mission when they shop for groceries.  They want to find and buy their items and get out."

The report even found differences between the sexes in regards to grocery shopping lists.  While roughly 80% of all respondents reported using one, women relied on them almost twice as much.

Women were also found more likely to use paper shopping lists as opposed to an electronic device like a cell phone or a tablet, which are most popular among shoppers age 18-34.

Seifer said the results of the point-in-time study suggest that gradual shifts in North American demographics, culture, consumption and communication are extending to grocery shopping.

"More men are grocery shopping (and) bring a new dynamic based on their different needs and motivations."