According to a new survey, 52 percent of fathers now identify themselves as the primary grocery shopper in their household, and while not all moms agree, about 35 percent say that over the past few years, dad has taken on more of the shopping.
"No doubt male shopping behavior is undergoing major change," says Tod Marks, Consumer Reports senior editor and resident shopping expert. "Back in 1995, studies have shown that only 10 percent of men identified themselves as the family's main grocery shopper. That number has been rising steadily."
Conducted by Cone Communications, the survey included 1,000 parents of kids 17 and under. Other findings showed that dads are slightly less likely to make a detailed shopping list (63 percent vs. 65 percent of moms), and collect coupons or read circulars (56 percent vs. 62 percent of moms). Yet dads are more likely to plan meals for the week ahead of time (52 percent vs. 46 percent of moms), and even more inclined to research grocery products (24 percent vs. 11 percent of moms).
"Contrary to popular wisdom, most men don't need a map to find their way around the supermarket," says Marks. "But because they're generally less familiar with the shopping experience, they're probably more vulnerable to the tricks, traps, and temptations stores are famous for. And they're also less likely to use coupons. So it's clear some education is in order for the guys."