Every person shops differently. There are those that make lists, those that clip coupons, and those that wait until they get to the store to decide what they’re having for dinner tonight.
Most studies into shopper behavior dissect shoppers by income, race and/or geographic location, but very few focus on shopping habits of men versus women, despite the fact there is an increasing number of men at least partly responsible for shopping, either because they work or stay at home, or are part of two-income households where shopping responsibilities are shared.
SymphonyIRI has researched the increasingly-important male shopper and found that while there are several attitudinal and behavioral similarities with female shopper behavior, there are also several important distinct differences. This Point of View research report provides insights into the attitudes and behaviors that characterize the male grocery shopper.