Russian Men Go Shopping

Russian Men Go Shopping

If you think that grocery shopping is women’s work, think again. In Russia, more than half (52%) of men are making shopping decisions for food, household and personal care products, and 43 percent are making shopping purchases, according to a recent Nielsen Global Survey of respondents with Internet access. In fact, the survey shows that Russian men are active, independent shoppers who pre-plan before arriving to the store (71%), collect related information and opinions for reference before shopping (60%) and shop around before making a purchase (63%).

Men Pay More

Men are not only making informed shopping decisions, they’re also more willing than women to pay a higher price—especially for products that are designed specifically for them (47% men vs. 40% women). Men are also more brand conscious than women (51% vs. 43%), and they are earlier adopters of new products (40% vs. 34%).

“The male shopping craze in Russia is catching on,” said Ekaterina Edelstein, client service director, Nielsen Russia. “Sales of products designed just for men are booming.” Sales of male grooming products, such as deodorants, shampoos and shower gels, registered a 23 percent increase across all urban geographies between 2010 and 2012. And this trend is not limited to health and beauty products. Categories such as chocolates and yogurts are being actively marketed to men too.


“But there is a gap between desire and availability, which amounts to $153 million in untapped sales potential,” said Edelstein. “In Russia, male products are typically 10–20 percent more expensive than the same female or unisex brand. But while more Russian men are taking a more active role in shopping than men in other developed and mid-developed countries, the share of male-oriented products in Russia is not as big as it is abroad. Better assortment, coupled with marketing strategies that speak directly to men across the platforms they pay attention to, are needed to bridge the gap.”

Men Like Technology

When it comes to platforms that resonate with men, it’s no surprise that both men and women like technology. But did you know that they use technology differently? While women look for deals and coupons online, men seek information. Forty-six percent of men browse products through their mobile or Web apps, and 19 percent compare prices for a grocery product online before they enter the store.

Now more than ever, the path to purchase is influenced by technology, a trend that has made our mobile phones the ideal shopping companion. Nielsen research shows that men tend to use their mobile phone more than women to browse for products, look for deals and compare prices. Women, on the other hand, are more likely to use their phone to look for coupons.

Men Are Invisible

There is still work to be done to effectively reach men. A U.S. study reveals that while 50 percent of men are influenced by the television commercials they watch, an overwhelming 80 percent don’t recognize themselves in the ads. This disconnect is notable when you consider that the top three sources men go to for product-related information are the Internet, TV and through word of mouth communications.

As traditional roles between men and women continue to blur and evolve, there is an untapped market potential to better connect and resonate with the male audience. Specifically, Nielsen NeuroFocus research has found that men prize individuality and self-reliance. They are concrete thinkers who often categorize issues as black or white and are focused in their shopping-making decisions. So when developing strategies to reach them, develop campaigns that get to the point quickly, clearly and directly using active, declarative statements. Games are also a great way to engage men and appeal to their keen spatial awareness and abilities.