A new report says male shoppers are adopting a range of money-saving rituals and shopping strategies — in much larger numbers than traditional stereotypes would indicate. “Men Are From Mars, Women Are From Venus … Or Maybe Not?” — a new Point of View report from Chicago-based SymphonyIRI Group Inc. — highlights findings from a nationwide survey of more than 2,200 shoppers from the research group’s Consumer Network Panel. And according to John McIndoe, senior vice president of marketing for SymphonyIRI, the findings shatter the stereotype of the clueless male wandering around the supermarket.

“During the recent recession, men adopted money-saving strategies that point to … deliberate and well-thought-out grocery purchase processes that are worth noting so that CPG marketers can connect with male shoppers more effectively,” he said.

The report notes that difficult economic conditions have prompted consumers to become more conservative and self-reliant in many ways. And while fewer men are making changes versus women, the ranks of men adapting remain significant. Specifically, 54 percent of men eat out less often; 44 percent of men make cleaning products last longer; 27 percent of men go to the doctor less frequently and are self-treating more; and 19 percent of men use at-home beauty treatments more (e.g., hair coloring and facials).

But across a range of “scaling back” behaviors, male shoppers are showing a lesser inclination to change than their female counterparts, SymphonyIRI said. This disparity is largely explained by the fact that men demonstrate a more optimistic perspective on the economy and personal finances. For example, 35 percent of men shop at multiple stores to find the lowest prices; 35 percent of men purchase only needed items — rather than stocking up — to keep a weekly budget in check; and 31 percent of men buy more “all-purpose” cleaning supplies to reduce the number of items needed.

Still, Susan Viamari, editor of SymphonyIRI’s Times & Trends publication, told Progressive Grocer's Store Brands the statistics speak to a very conservative marketplace. She also said that when it comes to store brand products, marketers must communicate a value-focused message to male consumers.

"How can their products/lines help them to save money and lessen their financial burden?" she asked. "Do their brands offer the same quality/ingredients/benefits for less money? Are they more cost-effective? How so? Think about solutions marketing/merchandising to appeal to some of the conservative behaviors mentioned above. This will help to encourage trial of new store brands, and it will build basket size."

The report goes on to say that nearly two-thirds of male shoppers are making shopping lists before entering the grocery store. In fact, 56 percent of men list categories to buy (e.g., frozen pizza, coffee and toothpaste), while 16 percent of men list specific brands to buy. Noteworthy on the store brand side is the fact that 12 percent of men list specific store brands to buy. Therefore, retailers should consider promoting their store brands outside of the store.

"One of the opportunities SymphonyIRI has long discussed for store brand marketers is increased focus on advertising/promotions (such as features, websites, email, etc.) that reach consumers in the home,"Viamari said. "Certainly, the opportunity to reinforce those 'outreaching' messages within the store is quite important. But preplanning is very prevalent and is likely to continue in the foreseeable future. Marketers must begin to connect with shoppers in the home."

To download the report, visit http://symphonyiri.com/Insights/Publications/SymphonyIRIGroupPointofView/tabid/197/ctl/Details/mid/923/ItemID/1269/Default.aspx. SymphonyIRI also will offer a free 30-minute webinar power session titled “New Insights on Male Shoppers: Men Are From Mars, Women Are From Venus … or Maybe Not?” on Wednesday, June 8. To register for the event, visit http://www.symphonyiri.com/NewsEvents/EventsWebinars/NewInsightsonMaleShoppers/tabid/281/Default.aspx.