Trends in the shopping aisles are shifting in the Philippines. Historically, women have maintained a stronghold on shopping duties, but new Nielsen research shows that men are becoming increasingly involved in grocery buying. In fact, Nielsen’s latest Shopper Trends report found that 40% of grocery shoppers are men, an increase of six percentage points from last year.
This is relevant insight for marketers, who will want to rethink their engagement strategies to reflect a more balanced approach, and that means needing a deeper understanding of how each gender sees and approaches the task of grocery shopping and where gaps in current offerings may exist.
In examining the male shopper, the report reveals that the more affluent Metro Manila residents are driving male shopper growth. Slightly more than half of urban male shoppers are married (53%). Nearly three in 10 (29%) reside in the Metro Manila area and the majority have jobs (68%).
In focused group discussions with male shoppers, it is revealed that the highly urbanized environment where male shoppers live encourages them to do their share in running the household. In typical dual-income households in urban areas like Metro Manila, perceived gender-assigned roles are blurring as members adjust to faster-paced lifestyles.
In choosing a supermarket, males and females are very different. Being relatively new household shoppers, males prefer to shop in retailer shops that are familiar to them. If they’re not aware of the retailer or don’t have an affinity toward the retailer, they’re not likely to shop there. Females, on the other hand, are more likely to be persuaded by their perception of a retailer. For instance, female shoppers are more likely to shop in stores they believe will offer affordable prices and provide convenience. Convenience means ease in getting to the store, finding everything they needed under one roof and being able to quickly find what they need.
In order to ensure that male shoppers are aware of them and are considering them, retailers must rethink strategies that they’ve traditionally used to target female shoppers.
While about a third (30%) of male supermarket shoppers either go up and down the aisles or browse the entire store, similar to females, they do so much quicker than women do. On average, men spend a little over an hour (64 minutes) in stores, about 15 minutes less than reported a year ago. Females, on the other hand, tend to linger longer, averaging about 74 minutes in the store.
With males spending less time in-store and doing it at a hurried pace, manufacturers should think of ways to disrupt these shoppers to notice their brands in-store.
The Nielsen Shopper Trends survey was conducted between Nov. 22 and Dec. 21, 2016, and interviewed 1,972 males and females aged 15-65 years old from five socioeconomic classes (classes A, B, C, D, E) homes in urban locations throughout the Philippines who were either main decision makers or key influencers when it comes to household grocery shopping, whether for the self or for the household.