Published on: December 4, 2013
Daymon Worldwide is out this morning with a new study entitled "Men on a Mission," which it says reveals "six types of male mission-oriented shopping trips and never before discovered male shopper archetypes based on evolving gender roles and shopping behavior."
According to the study, "52 percent of primary male shoppers in the US are personally responsible for about 78 percent of all groceries purchased for their household in the last month, so they represent a huge financial opportunity for retailers ready to respond with customized products and services."
The study also suggests that "nearly 50 percent of all US men make mission-oriented trips to shop for a specific item or group of items, including take out to eat at home … Additionally, 60 percent of male shoppers are personally responsible for all or nearly all of their household’s grocery shopping."
The Daymon study segments male shoppers into six archetypes based on their attitudes and feelings about gender roles, cooking and shopping for their household, saying that "all of these archetypes view shopping as mission-based trips but each with a slightly different perspective." The archetypes are:
• Traditional Male (15 percent): "A slightly older group of men who are more set in their ways and would like to turn back the clock to more traditional gender roles. They are big fans of home cooking, but likely believe it should be done by the woman of the house."
• Modern-Day Male (12 percent): "These are more forward-thinking male shoppers that believe in equality, and enjoy being active participants in sharing household chores and cooking. They also enjoy home-cooked meals, but might prefer being the actual chef."
• Primal Male (14 percent): "This group tends to be older and often believes they are the dominant sex and can better handle cooking and shopping roles compared to their female counterparts."
• Confused Male (19 percent): "This younger group of men tends to be in a state of confusion when it comes to gender roles. Possibly unconsciously, they think women should do the cooking and cleaning but another part of them doesn’t want to offend women, and looks to appease them. They also often struggle with their identity and hesitate to show off their feminine side."
• Discerning Male (20 percent): "These highly educated men usually command a higher income and share many similar traits to the Modern Day archetype as they also believe in equality, supporting their spouse in any way needed, and owning many of the household chores. They are more involved in food shopping, and focus on the highest quality options. They are also somewhat more likely to tap into their feminine side."
• Heckled Male (20 percent): "Similar to their Confused Male shopper brethren, this group of men do their best to avoid conflict and will bend to the will of the women in their life. They strongly believe in equality, the splitting of household chores and are not afraid to show their feminine side. But they don’t want to challenge the women in their life and may even have felt 'beaten' down in their past relationships."
And, the study breaks down the shopping "missions" this way:
• Well MAN-nered (13 percent): "Male shoppers who go on this mission are seeking to purchase items that show that they care, and to accommodate special entertaining occasions that will allow them to impress their families and friends while enjoying the process. The 'Confused Male' shopper often falls into this segment."
• Stockpiling the Man Cave (10 percent): "Male shoppers that take this less sophisticated, 'search and retrieve' approach to shopping usually do so in preparation for entertaining or hosting a more informal gathering like tailgates for sporting events, game nights or hanging out with friends. The 'Primal Male' archetype often falls into this segment."
• On DeMANd (23 percent): "Quick and easy convenience is the endgame for male shoppers who go on these types of missions as they look to pick up something quick for dinner, either from the grocery store or take-out from a restaurant. The 'Traditional Male' shopper archetype often falls into this segment."
• Man-Shape (13 percent): "This trip is all about achieving a healthier lifestyle. Male shoppers on this mission are willing to take their time to explore the store to find their favorite healthy product offerings, or even try something new. Both the 'Discerning' and 'Heckled' male shopper archetypes often fall into this segment."
• Crowd MANagement (26 percent): "This mission-oriented trip calls for more robust shopping occasions geared to find something for everyone at the table. These trips are usually done early in the day, and involve browsing and searching for appealing options. The 'Modern Day' male shopper archetype often falls into this segment."
• Man-riety (15 percent): "These occasions are about switching things up or trying something different. There is an exploration component to these trips as shoppers are looking for something out of the ordinary. The 'Confused Male' shopper often falls into this segment."