Dudes Like To Shop Too.

There was an article on Ad Age titled 'How the Male of the Species Shops' that I found particularly interesting, being that I was curious to see how my male point of view conflicted with what the female author had to say on the topic. Unfortunately, the article didn't dig too deep into her personal opinions, but rather seemed to simply summarize a study done by Mens Health, and pick out the rather telling statistics. The most telling, and rather surprising of them all was that while some 65% of men admitted to doing at least half of the food shopping for a family, it was noted that about 80% of all marketing dollars for food goes to targeting women. It seems as though there is a hugely missed opportunity here for marketing food towards guys, which up until this point, I thought would be rather obvious.
Seriously, guys love to eat, and on an average, we consume alot more than our female better halves. However, I suppose one possible reason for the marketing bias is that in the minds of most, the female is still typically the one who prepares meals in a household, however, even that percentage is shrinking. Also, another possible reason for the bias would be that in a family household, that mother is the one that typically manages the diets of the children. So, marketers are not only targeting woman in households to purchase food for themselves, but also to make purchasing decisions based on the dietary habits of their children as they see fit. So assuming that a family has a mother, father and two children, they could possibly influence the eating habits of three consumers, as opposed to one, by targeting the woman as opposed to the man. So sure, there is logic to the food marketing bias, but as a male who happens to be an avid enthusiast of food, I wouldn't mind getting some more attention either, atleast more than 20%!