Food Advertising

Mr Grocery Buyer

Mr Grocery Buyer

Does your online advertising campaign reach Mr Grocery Buyer ?

The majority of the household grocery buyers in Gourmet Ads, are female, however there is also segment of the audience which are male who buy the groceries. We call this segment, Mr Grocery Buyer.

Over the past decade, the household has changed and traditional roles have shifted with men now taking on a greater percentage of the household shopping than in the past. Today, in some markets, almost one-third of men are now the principal shoppers in the home.

According to Nielsen research, the percentage of female vs male grocery buyers is 61% female and 39% male. This is strikingly similar to our own sex demographic breakdown for the Gourmet Ads network which is 62% female and 38% male, indicating how inline our audience is with industry research.

So you’re probably thinking that the Mr Grocery Buyer is stacking their shopping baskets full of beer, BBQ product and men’s health products like shaving creams and deodorants. However this is far from the case.

What is Mr Grocery Buyer actually buying ?

Across the board, men are buying for the entire household. To give you an idea of what men are purchasing on their weekly grocery shop, here’s a snapshot;

  • Canned Seafood (61%)
  • Refrigerated Juices, Drinks (61%)
  • Prepared Food-Ready-to Serve Stew (59%)
  • Herbal Package Tea (57%)
  • Prepared Food-Ready-to Serve Lasagna (55%)
  • Health Bars & Sticks (54%)
  • Non-Sliced Refrigerated Lunch Meat (53%)
  • Refrigerated Yogurt and Shakes (52%)
  • Dishwasher Rinsing Aids (52%)

Does your online advertising campaign reach Mr Grocery Buyer ?

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