Overall, men are substantially increasing their average dollar basket size across all channels – especially in grocery where they have increased spending by 56 percent over a five year span.  And while a high percentage of dollars spent by men are in predictable categories such as alcoholic beverages, grooming care and pre-shave products, more than half of the principal male’s shopping basket consists of items that indicate they are shopping for the family, such as canned seafood, refrigerated juices, lunch meats and dishwashing aids. 

As a result of this growing trend, marketers need to evaluate the importance of men’s purchase volume for their brand and those of competitors and determine whether their current media mix reaches these purchasers.  By learning more about where and what these consumers buy, they will be better able to guide brand positioning and media targeting to capitalize on this target when they are in the aisles.

Read more about male shopping patterns in the current edition of Consumer Insight.

Record high fuel prices, soaring commodities costs, and declining consumer confidence have changed the way U.S. consumers shop, according to a recent Nielsen consumer survey.  

Results from the survey indicate that 63% of U.S. consumers have reduced their household spending this year. 

The findings also suggest that consumers will continue to combine shopping trips, eat at home, and seek out at-home entertainment.

Of those surveyed by Nielsen, 78% said they are combining shopping trips and errands — a 10% increase over last year.  Fifty-two percent of respondents reported eating out less — up 14% over last year, while 51% said they are opting to stay home more often — up 12% over last year.

Retailers and manufacturers serving lower income consumers are likely to feel the greatest impact, as these households make more drastic spending reductions. 

In contrast, private label products and low-priced branded products may actually benefit from consumers’ cost-cutting initiatives.  According to Nielsen’s survey, 35% of consumers plan to buy less expensive grocery brands — up 16% over a year ago. 

Online retailers, electronic stores, supercenters, warehouse clubs, dollar stores, and liquor stores all showed an increased number of trips in 2008, as shoppers sought out a mix of value, variety, and convenience.

View complete data from Nielsen’s “Gas Price Impact” survey.

Read more about private label sales in convenience stores.