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.