Grocery shopping, along with meal prep, have historically been moms’ responsibility. However, according to a recent survey from Cone Communications, 52% of dads claim to be the primary grocery shopper. That “dad” claim is supported by 35% of the moms in the survey who agree.

Food and beverage marketers need to rethink how they message to their consumers. They need to become gender blind and drop any stereotypical thinking about dazed and confused dads aimlessly wandering the grocery aisles. The research indicates that grocery shopping and food budgeting is very much viewed as a shared responsibility.

Dads are only slightly less likely to write a detailed grocery list, 63% of dads vs. 65% of moms, and they are not the coupon collectors or ad readers that moms are, 56% of dads vs.62% of moms. Dads do have the edge in terms of planning a weekly menu, 52% of dads vs. 46% of moms, and they do spend more time researching the products on their grocery lists, 24% for dads vs 12% for moms.

The best ways to reach dads with food and beverage advertising is through in-store promotions (57%), traditional media advertising such as newspapers, magazines, and TV (50%), and online (44%).  Since more dads are doin’ the grocery duty, food and beverage marketers, as well as supermarkets and specialty stores, need to think in terms of  gender neutral marketing.