More Filipino men are now shopping for groceries – Nielsen report

 

More men are doing the household shopping these days, according to Nielsen.

In the latest Nielsen Shopper Trends report, the performance measurement and analytics provider said a substantial 40 percent of shoppers are men, an increase of six percentage points from last year.

“The perception that buying groceries is only women’s work is now inaccurate,” says Carlo Santos, Nielsen’s Consumer Insights head in the Philippines.

“Females remain the key stakeholder in grocery shopping in many homes, but as more men play an active role, marketing strategies need to reflect a more balanced approach—from product innovations to marketing messages. This will require a deeper understanding of how each gender sees and approaches the task of grocery shopping and where gaps in current offerings may exist.”

The report reveals that the upturn in male shoppers comes from upscale residents of Metro Manila, 53 percent of which are married, 29 percent reside in the urban area and a majority of 68 percent is employed.

“In typical dual-income households, perceived gender-assigned roles blur. Living fast-paced lifestyles, members of the household have to squeeze in important tasks such as grocery shopping and it no longer matters who does it. What matters is who has the time to do it and more often than not, males have more flexible schedules.”

The Nielsen report also compared how men and women differ in their supermarket preferences. Males choose to shop in retailer stores where they are accustomed to, and female shoppers pick stores that offer affordable prices and convenience.

Although both male and female shoppers take time skimming through the aisles of stores, men are doing it at a quicker pace, spending only 64 minutes on average, while women spend 10 minutes more for an average of 74 minutes. — Jannielyn Ann Bigtas/VDS, GMA News