Is Dad King of the Aisle? One-Third of Moms Admit Dads are Having More Influence on Grocery Shopping, According to Cone Communications Survey

BOSTON, June 12, 2012 /PRNewswire/ -- More than one-in-three (35%) moms admit dads have had more influence on grocery store purchases over the last few years. And, with 52 percent of dads now saying they are the primary grocery shopper in the household, the power of dad is hitting its stride, according to the 2012 Cone Communications Year of the Dad Trend Tracker.

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Dad's Doing His Homework
Top shopper is a role typically thought to belong to mom, but as more dads are poised to take on the grocery store, they're demonstrating a lot of forethought and preparation. Dads primarily responsible for grocery shopping are more than twice as likely as moms to get a lot of input from other members in their household (34% vs. 12%).

They also do their homework before setting foot in the store. Before heading to the supermarket, dads say they:

• Create a detailed shopping list – 63% (vs. 65% of moms)
• Collect coupons or read circulars – 56% (vs. 62% of moms)
• Plan meals for the week ahead of time – 52% (vs. 46% of moms)
• Perform background research on grocery products – 24% (vs. 11% of moms)

"This research goes against all stereotypes of the 'Father Knows Best' dad who doesn't concern himself with domestic responsibilities," says Bill Fleishman, president of Cone Communications. "Marketers need to recognize the growing number of dads in the supermarket aisles who are taking their roles seriously and can benefit from brands who provide tools and shortcuts to make shopping easier."

The In-store Experience
All the prep work dads put in before heading to the grocery store is paying off. When asked about their typical grocery shopping experience, nearly one-third (32%) of dads say they get in and out as fast as possible buying only what they came for, compared to just 21 percent of moms. Dads are also less likely than moms (26% vs. 30%) to say they get distracted by large in-store displays.

But there are still a considerable number of dads who are just as thoughtful in-store as they are beforehand. Thirty-eight percent of dads say they walk up and down each aisle to look at all their options or comparison shop. And while nearly one-in-five (19%) dads say they can finish their shopping in fewer than 30 minutes, the majority (58%) spend up to an hour in the store.

Marketing to Dads
For brands to reach dads, it's important to leverage tried-and-true marketing strategies like advertising and media relations. Dads' top three channels for gathering product- and other grocery-related information are: in-store promotions (57%), advertising (50%) and traditional media like newspapers, magazines and television (40%). Surprisingly, traditional channels such as these even outrank word of mouth from friends and family (38%). But, as effective as traditional approaches are, marketers shouldn't ignore online media either. When looking at all online channels together, it turns out more than two-in-five (44%) dads seek out online sources – online media (18%), product websites (15%), social networks (11%) – for information.

"Historically, when brands of any kind market to dads, the conversation has been very one-way," says Cone Communications Vice President Byron Calamese. "But now dads are saying, 'You can reach me in other ways.' Marketers need to surround dads with an integrated approach to storytelling – one that is ownable, talkable and shareable for the brand."

When making purchasing decisions on the spot in-store, coupons play an important role in tipping the scales in favor of one product versus another. After price and quality, dads say the number one purchase influence is a coupon (37%), stronger even than product benefits (20%) or brand name (14%). Moms are no different when it comes to purchase influences and information sources. They too are heavily swayed by coupons (44%) and are especially attuned to in-store promotions (69%) and traditional media (49%).

"Marketing to the sexes has always been looked at as needing two distinct approaches, but the lines are blurring," says Fleishman. "Roles may be shifting within the household, but we're finding that dads are not acting so differently from moms in their approach to grocery shopping. This is good news for marketers because it means we don't have to rewrite the playbook. By understanding the nuances between them, we can actually use the same strategies to reach the primary grocery shopper in the household, whether it's mom or dad."

For a copy of the survey fact sheet, please visit www.coneinc.com/research.

About Cone Communications
Cone Communications (www.coneinc.com) is a public relations and marketing agency known for igniting brands with high-impact strategies and programs based in deep insights, unique subject matter expertise and innovation. Focusing on key areas such as consumer product media relations, social media, cause branding and marketing, corporate responsibility, nonprofit marketing, corporate communications and crisis prevention/management – the agency is positioned to help clients achieve both business and societal outcomes. Cone Communications is a part of Diversified Agency Services, a division of Omnicom Group Inc.

About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

SOURCE Cone Communications