Manfluencer: Another New Term for the Retailing Dictionary

We have written about the important topic of the shopping behavior of men versus women several times before. See, for example, 1, 2, 3, 4.  Now, let’s add another post to our collection — because this is such a timely and significant aspect of retailing.
Consider these observations by Anne Marie Chaker, writing for the Wall Street Journal:
“Food makers, including giants Kraft Foods Group and General Mills, eager for any potential new sales, are trying to win over men. Research indicates men are doing a greater share of the grocery shopping and meal preparation. In a June survey of 900 meat-eating men ages 18 to 64, 47% were deemed ‘manfluencers’ by Midan Marketing, a Chicago market research group focused on the meat industry. Manfluencers are responsible for at least half of the grocery shopping and meal preparation for their households.”
“Food company executives hope more men shopping means new opportunities for foods some men have traditionally shied away from in this country, including yogurt and hard cider. The changes are often cosmetic: larger portions or darker color schemes instead of recipes on the backs of packages. Yogurt for men is radically different from the yogurt women buy. The label is black.”
Click the image for a WSJ video clip on this topic.


This entry was posted in Part 1: Overview/Planning, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer and tagged , , , , , , , , , , . Bookmark the permalink.

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