Stores and items thought a woman’s domain, now set to cater to growing male interest
San Francisco, CA -- (SBWIRE) -- 01/14/2013 -- In the recent handful of decades, men have learned to find their way around the grocery store more readily. Accordingly, there has been more pointed interest and logistic sense to the concept of a “man aisle” in supermarkets and stores. The subject is even being given a new, and quite terrible, slang: “mansumer”.
Anyone who wants to stab his/her face with a fork after hearing that terrible key term can thank the global media agency network BPN for creating it. The term that has failed to catch on is nonetheless in a study released during the holiday season. BPN described the ascent of importance of the male consumer to the full range of retail items and retailers in general.
“40% of men are now the primary grocery shopper in the household; 44% of men say they equally share in housecleaning and a whopping 86% of men agree being a man equals doing what is necessary to keep the household running. And that includes buying the holiday gifts.”
In contemporary times, men have been asked to consider all sorts of product types, while women have been more directly marketed to. Such items as “diet” soda and “lite” foods, as well as the bevy of cosmetic items are, for the most part, lost on the opposing gender.
The appeal for companies to reach out to men is that their dollars are still more narrowly focused, but have shown potential to be spread out as much as women with the right marketing.
When it comes to groceries, supermarkets were often considered gender neutral. However, due to homes doing the vast majority of shopping, there were strong campaigns geared towards women and specifically to mothers. However, a new survey done by the St. Louis Post-Dispatch noted that men have nearly doubled in grocery-store presence since the 1980s.
The shift in targeting is not merely focused on foods, however, as minivans are releasing what are called “macho” minivans, according to USA Today. Meanwhile, laundry detergent has been geared at least closer to middle-of-the-road, if not sometimes geared directly to men, as more studies show men are spending more time doing household chores.
Overall, the shift is apparent and men can expect to see more products for item types that were once thought to be a woman's domain or responsibility to take notice of.
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