Same Planet, Same Universe

Although men and women once played distinctly different societal roles and exhibited diverse behaviors (Mars vs. Venus!), the blurring of gender roles today has been significant and has made an impact on the consumer packaged goods (CPG) and retail industries.

Further, the past few years of economic turmoil have made specific gender roles barely noticeable, as unemployment and underemployment hit men particularly hard, leaving them more home-focused than they were in pre-recession times. The responsibility of running many errands — namely grocery shopping, but also household tasks such as cleaning and cooking — shifted from women to men, or — at a minimum — became a shared task. The economy has hastened cultural and socioeconomic changes and has added urgency to the need to serve male shoppers well. To do so, CPG and retail marketers must understand that men have shown a commitment to value, and significantly, not necessarily a commitment to particular brands.

For retailers and manufacturers, men have become — and will continue to be — a valuable asset. To best deliver the store brand products they want and need, retailers and manufacturers alike should throw out any preconceived notions of a clueless man wandering the aisles, homing in on unique behaviors and the nuanced differences between the shopping and buying habits of men and women.

She said, he said

Though men and women often see life's matters differently, the variance in shopping trends today is minimal. Indeed, the differences are nuanced; Chicago-based SymphonyIRI Group's in-depth analysis of men's shopping behaviors and attitudes indicates that men and women do come from the same planet — a planet where price and value drive decisions, and will continue to do so in the future.

Men have been less inclined than women have been to make major cutbacks during the economic downturn, but have been embracing money-saving strategies much like those of women. They are spending wisely and engaging fully in strategies that include looking at store circulars and choosing stores based on low prices.

Spelling opportunity for store brands is the fact that more than one in four men are stocking up on sale items, and one in four is brand-switching to save money, according to SymphonyIRI research.

An overall trend for all shoppers is an inclination to self-treat, self-medicate and stay home. Families are entertaining at home more often than they did in past years, and the down economy has bolstered cooking at home.

Male shoppers have shown a particularly cautious approach to daily living during the course of the downturn, making an even bigger impact than what could have been expected. More than one-third of men have reduced their reliance on convenience items when cooking, and almost half are looking for ways to make cleaning products last longer. Men are using over-the-counter medications conservatively and are going to the doctor's office and the salon less frequently, specifically to minimize costs.

Men have made these changes with less frequency than women; however, the shift in behavior is sizable. And given male shoppers' general inclination to splurge more easily and spend more liberally, these behaviors open the door to a significant opportunity for savvy retailers that are bringing to market products that provide great results in these areas, at a prudent price point.

Minimize channel-surfing

No doubt, men are notorious for channel-surfing with the remote in hand. And when it comes to shopping, that behavior transfers. One in three male shoppers shops multiple stores to find the lowest prices. Females exhibit the same behavior at a similar rate: 42 percent.

To keep surfing to a minimum, it is essential that retailers provide value — value that resonates with the men in the aisle by meeting their most pressing needs and wants.

Seeking a good bang for their buck, male shoppers are looking for opportunities to make products last longer. They also are on the lookout for products that meet multiple household needs. Today, families are honing usage by sharing more products, as 31 percent of U.S. households report purchasing fewer targeted-use products, such as soap and toothpaste, in favor of sharing products among family members.

Working to stay focused on needs versus wants, lists prevail as a powerful tool for male and female shoppers alike. Making decisions in advance at home and protecting themselves against their slightly higher inclination to make impulse purchases, 79 percent of male shoppers decide on most of the products to purchase before going to the store, and nearly two-thirds make specific lists in advance of heading out the door.

Detailed lists are common across shopper demographics, but are slightly more prevalent among male shoppers. Half of list-making men detail specific categories to purchase, and specific store brand options are more frequently listed by male shoppers. These detailed lists, often illustrating a commitment to store brands, guide shopping trips and balance the wants-versus-needs equation for today's savvy male shoppers.

The tools to shop

Traditional gender roles aside, male and female shoppers do contend that the "traditional way" of shopping remains intact, with a little extra excitement thrown in, thanks to new media.

Overall, male and female shoppers study grocery circulars and use coupons. Four out of 10 male shoppers indicate that the availability of coupons heavily impacts brand-buying decisions. Even within the store, the search for low-price solutions to everyday CPG needs continues, as more than one-third of men are alert for loyalty card discounts and in-store circulars. About one in five male shoppers is in tune with in-store signage.

Of course, new media are increasingly part of the grocery-shopping process. Advanced websites, online coupon forums and smartphone apps offer complex and high-tech shopper solutions and ways to save, often above and beyond savings found through more traditional tools.

Economic outlook

Despite a glimmer of hope that the economy has taken a turn for the better, many consumers, both male and female, express minimal hope for personal improvement in the coming year. Across both groups, one quarter expects that their personal finances will continue to deteriorate in the coming year.

However one in four male consumers feels that the economy has, in fact, improved in the past six months, while one-third of male consumers believe the next six months will bring continued improvement. And here, male shoppers demonstrate a more positive outlook, which seems to be resulting in shopping decisions that are slightly less reserved than those of their female counterparts.

So despite a mixed bag of shoppers — and thus, variant insights on what the future holds — many cost-saving tweaks have become habits. Shoppers once might have considered these strategies to be part of a sacrifice, but today, all demographics are showing a commitment to more careful and thoughtful shopping. This group includes men, who are bucking traditional gender roles and approaching CPG shopping in a more careful and thoughtful manner than ever.

To serve this influential and impactful market of modern men superbly, it is essential that retailers develop relevant products and marketing programs that marry traditional tools with new technology-infused media in a way that promotes value while providing convenience, fun and a bit of indulgence.

Susan Viamari is editor of SymphonyIRI's Times & Trends, a monthly research report that provides information and insights into trends that are shaping the CPG and retail industries. Contact her at [email protected].