Groceries for Men: Why Manly Yogurt Is a Thing Now

Ladies, that dark-colored packaging and larger single-serving items in the grocery aisle aren't for you

When you shop for groceries, what motivates you to buy one product versus another? Well, brands are willing to bet that what inspires you to drop something into your cart is not the same as what inspires your guy -- and they're taking that concept to the bank.

Yup, food companies are trying to garner new customers and sales by tweaking their product packaging and labeling to appeal specifically to men these days. Research shows that men are doing more of the grocery shopping and food prep, with nearly half of male survey respondents cited in the Wall Street Journal qualifying as "manfluencers," meaning they're responsible for at least half of the shopping and meal prep in their households. You might laugh at the term (seriously, "manfluencers," really?!) but the trend and the marketing response it spawned is a real thing.

Want to see evidence of it the next time you go to the supermarket? Look for products like Powerful Yogurt, a new Greek yogurt in an atypically larger single-serving size, with a bull's head on red-and-black packaging, according to the Journal. Oh, and it carries an image of a bare stomach with the slogan, "Find Your Inner Abs."

According to the Journal's report, marketers know that men respond differently than women to the same messaging -- for instance "low fat" might entice women, but turn off men. 

See those larger sizes and dark color palettes on products in the aisles? Yeah, ladies — those aren't meant for you (but if you want to buy them, the companies marketing them toward men would also be happy to have your money). 

Maybe you do all the shopping -- or maybe you're living with a so-called (giggle) "manfluencer." Let's hear from you in the comments: Who does most of the grocery shopping in your household?

Alesandra Dubin is a Los Angeles-based writer and the founder of home and travel blog Homebody in Motion. Follow her on FacebookGoogle+ and Twitter.


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