More Filipino men doing grocery shopping: study

Patrick Quintos, ABS-CBN News

Posted at May 10 2017 01:15 PM | Updated as of May 10 2017 05:14 PM

MANILA - More Filipino men are doing grocery shopping, according to a study by Nielsen Philippines.

Data from the Nielsen Shopper Trends 2017 show males now make 40% of grocery shoppers in the Philippines, a 6% jump from last year's numbers.

"This is the first time that we're seeing it," Nielsen Philippines' Consumer Rights Executive Director, Carlos Santos, told ANC on Wednesday. "In the past, the levels were relatively stable but now we're seeing it growing."

Santos attributes the growing number of men doing grocery shopping to the openness and gender sensitivity of millennial husbands.

"They're definitely younger. They're married but they're younger -- a large proportion of the segment we call millennials," said Santos noting that these men also come from dual-income households. 

He added that the current dynamics between husbands and wives make space for more understanding on the side of men, especially when women could not go to the grocery due to work.


Santos believes male shoppers will be a whole new challenge to marketers, whose goal is to make consumers buy and spend more time inside a supermarket.

He pointed out to the numbers from the study showing Filipino male shoppers spending less time inside a grocery store or a supermarket (64 minutes) as compared to females.

"Male shoppers want to go straight at it. They want to go buy what they need and exit," said Santos.

Santos added marketers also need to think about the "convenience" and "familiarity" factors, as male shoppers tend to consider these things often when doing grocery duties. 

He said marketers need to cope, as the next generation will view men doing grocery shopping as normal.

"The profile of Generation Z says they are more into passion, into advocacies. They are more socially conscious about things, even gender roles... Even compared to millennials," Santos said.

The Nielsen Shopper Trends Report was conducted between November 22 and December 21, 2016 with over 2,000 male and female respondents throughout the country.