BOSTON - More than one-in-three (35%) moms admit dads have had more influence on grocery store purchases over the last few years. And, with 52% of dads now saying they are the primary grocery shopper in the household, the power of dad is hitting its stride, according to the 2012 Cone Communications Year of the Dad Trend Tracker.
Top shopper is a role typically thought to belong to mom, but as more dads are poised to take on the grocery store, they€™re demonstrating a lot of forethought and preparation. Dads primarily responsible for grocery shopping are more than twice as likely as moms to get a lot of input from other members in their household (34% versus 12%).
They also do their homework before setting foot in the store. Before heading to the supermarket, dads say they create a detailed shopping list (63% versus 65% of moms); collect coupons or read circulars (56% versus 62% of moms); plan meals for the week ahead of time (52% versus 46% of moms); and perform background research on grocery products (24% versus 11% of moms).
"This research goes against all stereotypes of the 'Father Knows Best€™ dad who doesn't concern himself with domestic responsibilities," said Bill Fleishman, president of Cone Communications, in a press release. "Marketers need to recognize the growing number of dads in the supermarket aisles who are taking their roles seriously and can benefit from brands who provide tools and shortcuts to make shopping easier."
When making purchasing decisions on the spot in-store, coupons play an important role in tipping the scales in favor of one product versus another. After price and quality, dads say the number-one purchase influence is a coupon (37%), stronger even than product benefits (20%) or brand name (14%). Moms are no different when it comes to purchase influences and information sources. They too are heavily swayed by coupons (44%) and are especially attuned to in-store promotions (69%) and traditional media (49%).
"Marketing to the sexes has always been looked at as needing two distinct approaches, but the lines are blurring," said Fleishman. "Roles may be shifting within the household, but we're finding that dads are not acting so differently from moms in their approach to grocery shopping. This is good news for marketers because it means we don't have to rewrite the playbook. By understanding the nuances between them, we can actually use the same strategies to reach the primary grocery shopper in the household, whether it's mom or dad."