Dads Buy Diapers, Too:

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1 : UNDERSTANDING THE NEW MALE HOUSEHOLD SHOPPER July 2011 WHITE PAPER CHANGING GENDER ROLES Men are undertaking an unprecedented level of responsibility in managing their households. According to new statistics from Nielsen, men have increased shopping trip shares between 2004 and 2010 in almost all retail channels, including an average dollar basket size increase from $27.49 to $34.81 in the grocery category. 1 The recession is widely blamed, since men have faced Researchers project that men could be taking on an EQUAL SHARE of household responsibilities and childcare by about a higher unemployment rate than women (8.8 percent compared to 7.9 percent), resulting in more men at home who have assumed household duties. 2 Additionally, more women have assumed bread-winning duties. There are more women than men in the work force, 3 and women in the United States are almost twice as likely as men to 4 The Bureau of Labor Statistics reports that it is unlikely this education gap will close in the near future. 5 With these shifts, researchers project that men could be taking on an equal share of household responsibilities and childcare by about household consumption in the United States, and alter the conventional assumption that women are the core target market for household purchases. To better understand this new dynamic, it is important to explore the changing role of men. REDEFINING FAMILY AND CHILDREARING were traditional married couples with children. In 2000, the percentage had dropped to a 7 Further, the number of married couples is decreasing. They represented just 48 percent of American households in 2010, in contrast to 78 percent in A large number of these couples is likely to have been raised in a nontraditional family, since almost half of all marriages in the United States fail. 9 And when they do, the number of single

2 page 2 men spikes approximately three out of 10 are single. 10 This number is marriage in the United States increased to 28.2 years in Because the notion of a traditional family is outdated, it makes sense that the concept of the conventional male is as well. In 2010, the Census Bureau counted 158,000 STAY-AT-HOME DADS in the United States, which is up from 64,000 in THE MALE SHOPPER S PSYCHE A utilitarian, gender-neutral outlook on childrearing is emerging with the new meaning of family. Millennials and Generation X are simply focused on having someone home for the kids, and it does not have to be the mother. In a study conducted by Allen & Gerritsen of 202 men (7 percent Millennial; 48 percent Generation X; and 43 percent Boomer), in which respondents were asked to describe the ideal childcare situation for their were nearly 2.5 times as likely to be willing to stay at home than their older generational cohorts. Half of the respondents reported that they would leave their job if their spouses made enough money. Among those who were less sure, Millennials were almost 2.5 times as likely as Generation X and Boomers and raise the kids is not likely to decrease. Since 1965, the number of hours that men spend on childcare has tripled, and since 1995, it has nearly doubled. 12 In 2010, the Census Bureau counted 158,000 stay-at-home dads in the United States, which is up from 64,000 in more. It therefore behooves us to examine their shopping behavior. As the stereotype might suggest, men are rather predictable: where women enjoy the shopping experience, men have one-track minds. According to tend to be more invested in the shopping experience on many Because the notion of a traditional family is outdated, it makes sense that the concept of the conventional male is as well. As the stereotype might suggest, men are rather predictable: where women enjoy the shopping experience, men have ONE-TRACK MINDS.

3 page 3 WHAT DO MEN BUY? for their households. 44 percent of our respondents stated that they have the sole responsibility for grocery shopping for their households, and the same percentage reported that they have the sole responsibility for purchasing non-grocery items. 39 percent reported that they share the responsibility for purchasing nongrocery items. Many respondents stated that they share responsibility for transporting kids to activities (52 percent), attending school meetings (52 percent), and helping kids with homework (50 percent). Another male shopping-related trait is list making. Almost twothirds of male shoppers make lists before entering grocery stores, and they are quite detailed. 16 In our study, one-third of all respondents stated that they make lists before shopping and usually only purchase what they need. And list making is not their only pre-shopping activity. 35 percent of respondents stated that they research brands and products before going shopping, and 34 percent stated that they typically only buy when there is a sale. Only 16 percent of our respondents stated that they buy the brand with which they are most familiar. The same percentage stated that they buy the brand for which they have a coupon. 44 % of our respondents stated that they have the sole responsibility for grocery shopping for their household, and the same percentage reported that they have the sole responsibility for purchasing non-grocery items. 17 For example, with regard to lifestyle changes, 54 percent eat out less often; 44 percent make cleaning products last longer; 27 percent go to the doctor less often and are self treating more; and 19 percent use at-home beauty treatments more (e.g., hair coloring, facials). 18 And when it comes to altering their shopping cleaning supplies to reduce the number of items needed. 19 Nevertheless, the fact that more men drug; grocery; mass; supercenter; and club). 20

4 page 4 IMPLICATIONS FOR MARKETERS Some overarching statistics on the changing male role speak for themselves. In our study, 44 percent of respondents reported that they were making the majority of the decisions for their households, and 48 percent reported that were making the majority of the purchases for the household. Marketers who stay ahead of this growing trend will certainly have a distinct advantage. But what are some methods for doing so? Consider that dads buy diapers, too. Are you selling a product that was traditionally purchased by women but lacks your positioning. The purchaser of hand soap, baby formula, toilet bowl cleaner, or low-fat margarine is just as likely to be a 38-year-old, stay-at-home father as it is the proverbial young mother of three. Consider whom you depict on product packaging, where you advertise, as well as the voice in your copy. Get real. for sales, and cannot wait to get out of the store. The more you application. And remember that men are likely to evaluate you online before even entering the store, so your web presence must meet their expectations. Your male customer is 'just not that into you.' Understand your man. Men are more complex than their gender. While this paper into their corresponding shopping behavior, our purpose is to shed light on this growing trend. It is vital for brands to understand the unique intricacies of their male customer, because one man is not always like the other.

5 page 5 SOURCES 1. Nielsen Wire 2. Nielsen Wire 3. USA Today 4. Braintrack 5. Braintrack 6. Vancouver Sun 7. New York Times 8. New York Times 9. Bloomberg Businessweek 10. Emarketer Progressive Grocer 17. Progressive Grocer. 18. Progressive Grocer 19. Progressive Grocer 20. Nielsen Wire

6 BENJAMIN SELDIN Strategic Planner CATHERINE KOLODIJ SVP, Strategy EMILY BOWDEN Sr. Strategic Planner