Marketers are wise to pay attention and listen.
Aisle of man
The New York Post recently had a story about an Upper West Side grocery store using a creative approach to attract a large yet often overlooked market segment — men.
Westside Market NYC boasts a “man aisle.”
The aisle’s product mix is markedly produce-free, including alcohol, toiletries and barbecue sauce among its offerings.
The article notes that nearly a third of men shop for their families, up from 14% in the 1980s.
On top of that, 14 million men (mostly from the ages of 35 to 64) are living alone in the U.S., according to a USA Today report.
The man aisle’s product lineup aside, these guys eat fruits and vegetables. Many should probably be eating more of them.
When was the last time a fresh produce promotion was targeted at men? Other than Mexican avocados teaming up with Coors beer a couple of years ago and maybe some grilling-themed efforts, guys have been mostly overlooked.
There’s opportunity there for marketers who play their cards right.
Sure, there are plenty of health-conscious men who would respond to a nutrition pitch, but that doesn’t mean an appeal to the taste buds should be overlooked.
I’ve seen lettuce and tomatoes cross-promoted with bacon and bread for BLTs.
What about russets and butter? Broccoli and shredded cheese? There are plenty of tasty, easy-to-prepare, cross-promotional combinations that could appeal to single male shoppers.
Maybe it’s time to target these guys with a campaign like, “Fruits and vegetables: They’re good for you, but they don’t have to be.”
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