I hold an unpopular opinion: I enjoy a trip to the grocery store. While walking the aisles, I notice that I’m not the only guy there checking off the items on the grocery list. Which got me thinking, if mom has been the CGO (Chief Grocery Officer), what is dad’s role?
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While the aisles are full of dads, let’s be clear—not all men who shop are fathers. As a marketer who has led accounts in the grocery retail industry for years, I know it's the family-sized carts that brands are fighting for with their ad spend. So, my perspective focuses on a growing force in the grocery store: dads who are shopping for more than themselves.

Across the country, more dads are showing up in the aisles with the shopping lists in hand, deals in mind and often with kids in tow - playing an increasingly active part in how households shop and keep the pantry stocked.

In fact, a YouGov 2024 study shows 43% of men identify as their household’s primary grocery shopper and 47% report they share the shopping responsibilities. That leaves just 10% of men who report having no involvement in grocery shopping.

Dad is filling, what I like to call, the Vice President Grocery Getter role. The VP, GG shops with precision, efficiency and sometimes on impulse.

Why does this matter to grocery retailers and marketers?

Men aren’t just shopping more, they’re shopping differently. Men are typically in-and-out buyers, shopping more often but spending less time in the store. However, they’ll still find themselves ‘browsing’ when something piques their interest (maybe a good deal or a sale item). They’re mostly methodical, often following a tactical “search-and-retrieve” approach. And that preference for efficiency matters, because time is currency for today’s dads, too.  Brands and marketers can make men’s shopping experience more efficient with clear and straightforward marketing, in-store signage, direct CTAs and content that mimics the efficiency mindset.

But make no mistake: price still reigns supreme. A Drive Research survey showed that 71% of grocery shoppers, men and women alike, rank low, everyday pricing as more important than digital coupons, circulars or flashy sales. Across the board, parents are deeply value-conscious. They’re looking for consistency, predictability and quality, without breaking the bank.

When men find what they like, they stick with it. Research from Emarsys revealed that only 26% of male consumers would consider switching away from a favorite food brand if its price rose by 25%. Men tend to demonstrate higher brand loyalty than women in key categories, especially food and beverage. For retailers and marketers, that same 26% of men is where I see the opportunity to attract male shoppers to private label brands. If the quality and value is truly there with the private label product, then you have a good chance of converting them to a trusting, long-time private label buyer. 

As marketers, we must recognize that today’s household decision-makers are more gender-diverse than ever before. Brands should speak to dads who shop with purpose, those who want to get in and out efficiently but still walk away making smart choices. Additionally, tools like digital shopping lists, clear in-store signage and intuitive apps are more relevant than ever. And we can’t forget the importance of loyalty programs that reward consistency with everyday value and time-saving perks.

Today’s dads aren’t just stepping up. They’re showing up in the aisles. And brands that meet the VP Grocery Getter with relevance, deliver value and build trust will be the ones that win the basket and keep shoppers coming back.

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