Is it time for the meat industry to re-evaluate its marketing?
New research for Midan Marketing shows that more men are stepping up to help with both grocery shopping and meal preparation.
“Our research signals that the time is right for the meat industry to broaden its focus beyond the traditional ‘She’ to make room for the up-and-coming, influential ‘He,’” the report said.
Dubbed “Manfluence,” the group found that 58 percent of men are responsible for all of their household grocery shopping and nearly half generally enjoy grocery shopping. Most make grocery lists (77 percent) and even print or clip coupons (74 percent).
See the infographic to the right to meet the “Manfluencer.”
When it comes to meat shopping, two-thirds of these “Manfluencers” said they are always on the lookout for the best deal with it comes to shopping for beef, pork and chicken, according to Meatingplace.
In addition, more than half of male shoppers are conscious of what they spend on meat, and 48 percent spend at least 5 minutes shopping for fresh meat.
“These findings reveal that male consumers have changed, and it’s time for the meat industry to reevaluate its target shopper,” Midan concluded.
Because these “ManfluencerS” are eating – and thereby purchasing – beef and pork more often that women, there is an opportunity to promote directly to them.
This isn’t the first time the gender barrier in grocery shopping has been torn down. Last year, the Chicago Tribune came to similar conclusions after looking at data from consumer-research firm GSKI MRI and ESPN. Between 1985 and 2011, the percentage of men identifying themselves as primary household grocery shoppers increased from 14 percent to 31 percent. See, “Men at the market.”