Women Take the Reins of Grocery Shopping, Cooking

A new study finds that females are the primary shoppers at the supermarket as well as the ones who fix the meals.

May 02, 2013

NEW YORK – It’s probably no surprise to the millions of women who do their family’s grocery shopping and cooking that females do the majority of those tasks, but a new study commissioned by the Private Label Manufacturers Association (PLMA) confirms that status quo.

“Today’s Primary Shopper,” conducted by GfK Custom Research North America, found that two-thirds of females are the primary grocery shoppers, with three-quarters of those women making the grocery lists and 53% clipping coupons or researching sales. Six in 10 of the women respondents shopped at a supermarket for more than an hour during one trip, Progressive Grocer reports.

Women also rule the kitchen, with 84% of females as the ones who prepare meals for their households and 61% do it at least five times a week. Most of those meals are made with fresh ingredients, not prepackaged. Females also do more of the cleaning (seven in 10) and laundry (three-fifths).

These females also purchase more store brands, with primary shoppers (87%) saying they do so occasionally or more often, and around 45% saying they do so frequently. Approximately 10% do so on a rare basis. 

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