FMI’s 2016 U.S. Grocery Shopper Trends acknowledged a notable shift in the shopping style of the American household. The prevalent model for years had one person (usually female) doing most or all of the planning and shopping, but now the shopping paradigm is shifting toward a shared shopping model where grocery duties are shared between adults in the household. A significant contributor to this shift is the rise in the number of male shoppers. Among those who consider themselves primary food shoppers – meaning they perform all or most of the grocery shopping OR at least half of the household grocery shopping - 31 percent are men and 69 percent are women. This means, on average, the gender division of shoppers in a grocery store is getting closer to being equally male and female.
Grocery shoppers can be divided into four categories:
The first group, the Self Shoppers, represents those living in a single-person household and therefore responsible for all the household shopping. Self-shoppers make up nearly one quarter (24 percent) of grocery shoppers with 48 percent being male, and 52 percent female.
Next, the Primary Shopper category constitutes 45 percent of all grocery shoppers and is characterized as those responsible for all or most of the shopping for a multi-person household. 31 percent of primary shoppers are male, 69 percent are female.
The ten percent of shoppers making up the Secondary Shopper category are those living in a multi-person household and are responsible for at least half the household shopping, but another person is the primary decision maker. This group has a 73 percent male, 27 percent women gender divide.
Those falling into the Shared Shopper category are the 22 percent of shoppers living in a multi-person household that divides the shopping responsibilities equally between the adults in the household. The gender split of this category is 59 percent men, 41 percent women.