Today, dads are much more likely to do at least some of the shopping. Thus, they represent a much larger segment of the market.

According to Phil Lempert: “The evidence is mounting. Guys can stand the heat in the kitchen and the lines at the supermarket. About the time the Bureau of Labor Statistics reported that 41 prepare of men prepare meals at home, versus about half that amount in 2003, retailers began to test ‘man aisles’ in their stores, and Procter & Gamble [among others] stepped up its marketing to the willing gender.”

Click the photo for more from Lempert.