Half of Dads, 50%, say they are solely responsible for their household’s grocery shopping in 2023, an increase of 28% since 2017, a new report finds.
YouGov’s new report, Shopping Aisle Rivals: Moms vs. Dads, details the difference in how American parents shop for groceries. One key finding: Moms go to the supermarket less frequently than Dads, but spend more overall.
The report finds that among America’s grocery-getting parents:
- 55% of Moms spend $100+ per week at the grocery store (vs 48% Dads)
- 30% of Dads tend to shop for groceries online (vs 19% Moms)
- 82% of Moms buy dairy products at the grocery store (vs 66% Dads)
- 40% of Dads buy fresh seafood at the grocery store (vs 30% Moms)
- 51% of Dads buy pet care products monthly at the grocery store (vs 46% Moms)
- 31% of Dads have noticed a significant increase in alcohol prices (vs 25% Moms)
“Grocers and the CPG brands who rely on grocery stores increasingly need to understand how Dads are shopping differently for their families,” said Kenton Barello, VP at YouGov America. “They are more likely than Moms to buy from a trusted brand rather than look for the best deal, and they are more likely to venture beyond the food and drink aisles at the supermarket too.”
The report finds that Walmart Supercenter is the unanimous number one grocery store across America, but Moms and Dads disagree on who ranks next, with Dads in the Northeast more likely to prefer stores like Costco and BJ’s Wholesale with heavier bulk items.
Shopping Aisle Rivals: Moms vs. Dads also spotlights the foods, soft drinks, and alcohol brands that have seen the sharpest increases in purchase consideration among Walmart customers since back-to-school 2022.
YouGov’s report is available for download here.
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