Men Move Online for Grocery-Shopping

What’s for dinner? Well, if you want to know more and more you should as a man.  Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes that consumers are dynamic not static.  While our dinner culture remains familiar just who is deciding what’s for dinner has changed.

A recent Inmar study found that:

1.       Forty-five percent of the online grocery shoppers surveyed were men – a larger contingent than many attuned to this channel would have anticipated. With more men living alone, leading single-adult households with children or taking on their full share of family responsibilities, males are emerging more and more as the primary purchase decision-makers and shoppers.

2.        In fact, the Inmar survey found that 65 percent of male online grocery shoppers do most or all of the shopping for their households.

3.       When asked why they initially tried online grocery shopping, 53 percent of men reported that they did so because they “wanted the convenience.”

4.       Twenty-five percent said they had a free trial and/or discount that led them to make their first purchase(s).

5.       That same mindset is driving their ongoing online grocery shopping, with 29 percent of men saying they now choose ecommerce because they can shop for groceries whenever they have the time, there are no crowds (29 percent) and they don’t have to wait in line to check out (25 percent).

6.       Male shoppers are as likely as female shoppers to plan their meals ahead of time. Sixty-eight percent of both genders responded that they plan their meals in advance.

7.       A particularly attractive opportunity among men may be in prepared and semi-prepared meals. When asked if they would add these purchases to their online grocery order, if available, 53 percent of male survey participants responded “yes.”

8.       The men from our survey were 41 percent more likely than women to have purchased alcohol online. Therefore, it’s important to consider how adult beverages fit within the meal experience.  

9.       Two-thirds (67 percent) of surveyed men reported that they spent between $50 and $200 during a typical online shopping trip. In addition, roughly 30 percent of male online grocery shoppers surveyed spend 25 percent or more of their total monthly grocery bill online.

Are you selling Ready-2-Eat or Heat-N-Eat fresh prepared meals, meal components, or alcohol? Where are you selling it and what are you bunding it with?

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 www.FoodserviceSolutions.us  of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869