Dads are changing. As more mothers have entered the workforce and become empowered outside of the home, dads have become more engaged with household chores like cooking, cleaning and grocery shopping. These trends are not just born of necessity; in the US, Canada, and countries around the world, it has become more acceptable for dads to take on what might once have been seen as a mom’s tasks and roles.
Grocery shopping, in particular, is an area that has seen significant growth for dads. According to GfK’s Consumer Life global study, 78% of dads around the world shop for groceries weekly, a rise of 9 percentage points since 2009. The increase is particularly pronounced in North America, where 87% of Dads do a weekly grocery shopping trip, an increase of 12 percentage points since 2009.
These shopping trends have implications for brands of all categories -- especially those in the consumer packaged goods space. In our recent webinar series, “The New Contract between Moms and Dads” we explored three anchors that are important for brands to keep in mind when targeting the increasingly important dad segment of the buying population:
Today’s dad is much different from dads of the past. They have increasing power and influence in the home and at the shelf. Brands in particular are important anchor points and should establish themselves as (modern) dad friendly. Expect these trends to continue to accelerate as the next generation of dads (aka the Now Generation) will continue to increase their shopping and other household responsibilities. Take into account the key anchors – trust, influence, and nostalgia – to be successful with dads at the shelf.
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