After a new study published by Men’s Health, retailers and executives in the grocery industry may want to refrain from using “she” when referring to core customers in their shops.

In the latest piece of data published in a sea of reports on the changing landscape of American consumerism, Men’s Health is claiming that men are taking on the role as the primary grocery shopper in the household.

Eighty-four percent of the men surveyed by Men’s Health in a recent poll said they do the most grocery shopping in the household, which is nearly 20 percent more men claiming to do so since 2000.

That same survey also discovered that 66 percent of these male shoppers will actively plan what they’d like to buy before even stepping in the store – although it’s unclear if planning was defined as a singularly solitary activity or involving the whole family. 35 percent also reported being influenced by online advertisements in planning their purchases.

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But what exactly is defined as “shopping,” you might ask? Men’s Health said 70 percent of the men surveyed were in charge of larger purchases at the grocery store, with at least 16 products purchased. Out of those men, 43 percent indicated that they make these purchases in-store alone, without a spouse or family member present.

The new research isn’t by far the only chatter on who is making purchases in the information age – The Hartman Group released an update back in 2015 regarding the increased presence of male shoppers in American grocery stores.

But regardless of new studies and reports, it’s been quite clear that the grocery store is diversifying and the profile of the everyday shopper has come a long way from what many legacy American grocery stores have come to expect.

What grocery stores should pay attention to, however, is how this new group of shoppers do their business in stores – Men’s Health reported that male shoppers are more likely to retrieve only the items they need and then leave the store, whereas women are more likely to browse aisles in addition to their lists.

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How can supermarkets appeal to a full range of shoppers in a diverse market? This study points to some clear things that might be working for the grocery industry: online and print ads for homerun products to attract male shoppers, and distinct and exciting in-store marketing for women who are more likely to spend more time in the store than their male counterparts.

But the future can also prove that grocers are willing to try new, never-seen-before tactics to earn their fair share of the market’s dollar.

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The same Men’s Health Survey shows that 93 percent of men are preparing meals for themselves while a whopping 77 percent are preparing meals for others, and half of the men surveyed also admitted to studying hands-only cooking videos on digital platforms over the last year.

Could recipe handouts or even cooking classes be a future ploy to keep you and your family in store? Would you be over the moon to see more hands-on demos in your local supermarket? That possibility may not be too far off.