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VO I C E O F T H E S H O P P E R W H I T E PA P E R S E R I E S
need as quickly and easily as possible. From a health perspective, this could include clear-cut nutritional cues such as fuel-for-the day breakfast pairings. More generally, consider organizing aisles and displays around shopper missions, like “lunchbox essentials” or “tonight’s dinner,” and calling out these sections with clear signage so the male shopper can quickly fnd what he is looking for. Remember: Many male shoppers come to the store without a weekly or even same-day meal plan in mind.
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Male shoppers tend to skip the grocery list. To help men stay on top of their pantry stock, take a cue from pharmacies like CVS, which provides text refll alerts, and send men reminders to replenish supplies via text or app. Don’t overlook the opportunity to connect with men through social media either. Particularly with millennial shoppers, sites like Twitter and Facebook can serve as a powerful platform to connect with men. Leverage digital appeal and usage by adding retailer apps that help navigate “his store” with aisle maps and pre-populated shopping lists.
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Center-store sales have been sufering as more grocery shoppers opt for fresh options along the perimeter.37 However, retailers may be able to regain some traction in the packaged foods aisle by targeting male shoppers–who already shop center store more ofen than women–with displays, promotions and signage that draw men down the center aisles.
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Male shoppers are more inclined to make unplanned purchases, especially when they come across new or exciting products, and these basket-builder items can be a powerful way to fuel incremental sales. Drive conversion by highlighting innovative products, or perhaps even adding a “wall of innovation” flled with unique new items geared toward the impulsive male shopper.
With men representing an ever-larger proportion of the grocery aisle and looking for ways to connect with retailers, now is the time to set your eyes on the guys.
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Nielsen, “As More Men Push Shopping Carts,” April, 2014 Kellogg’s Custom Research 3 Food Business News, “Easy Sells,” September, 2014 4 Food Business News, “Easy Sells,” September, 2014 5 NPD’s Eating Patterns in America – 29th Edition 6 SmartyPants Dad Stats, April, 2014 7 U.S. Census Bureau 8 Mintel, “Marketing to Men,” July 2014 9 MSLGroup, Hartman Group “Food Shopping in America,” 2014 10 MSLGroup, Hartman Group “Food Shopping in America,” 2014 11 NPD Bites of Insights, “The New Grocery Shopper,” November, 2014 12 Kellogg’s Custom Research 13 Kellogg’s Custom Research 14-17 MSLGroup, Hartman Group “Food Shopping in America,” 2014 18 Kantar Retail ShopperScape, 2012 19 Kellogg’s Custom Research 20 NPD Bites of Insights, “The New Grocery Shopper,” November, 2014 21 Nielsen, “Does Gender Matter?” March, 2013
Kantar Retail ShopperScape, 2012 MSLGroup, Hartman Group “Food Shopping in America,” 2014 24 Kantar Retail ShopperScape, 2012 25-27 MSLGroup, Hartman Group “Food Shopping in America,” 2014 28 Food Business News, “Easy Sells,” September, 2014 29 Food Business News, “Easy Sells,” September, 2014 30 MSLGroup, Hartman Group “Food Shopping in America,” 2014 31 Kantar Retail ShopperScape, 2012 32 International Food Information Council Foundation, Food & Health Survey, 2014 33 Kantar Retail ShopperScape, 2012 34 Nielsen, “Does Gender Matter?” March, 2013 35 Nielsen, “Socially Minded: The Causes Men and Women Value,” March, 2015 36 St. Louis Post-Dispatch, “Hey guys, the grocery stores are starting to focus on you,” December, 2012 37 New York Times, “In Grocery Stores, the Perimeters Take Center Stage,” August, 2012
About Kellogg Company At Kellogg Company, we are driven to enrich and delight the world through foods and brands that matter. With 2014 sales of approximately $14.6 billion, Kellogg is the world’s leading cereal company; second-largest producer of cookies and crackers; a leading producer of savory snacks; and a leading North American frozen foods company. Every day, our well-loved brands nourish families so they can fourish and thrive.
Contact: Kellogg’s media hotline: 269-961-3799 media.hotline@kellogg.com