The person behind the supermarket cart these days is frequently a man. A survey done by Opinion Research Corporation for Men's Health magazine found that among couples, 43 percent of the men either shop together with their wives or do a significant share of their family's grocery shopping themselves.
Further, men between the ages of 18 and 34 are significantly more likely to make their household's brand choices, especially in the area of soups, prepared meals, snacks, and soft drinks. Fifty-three percent said the man of house always or somewhat often chooses the family's brand of breakfast cereal.
The magazine claims male shoppers are not just getting food, but also demonstrating equitable marriages and asserting manly control. It admits that working wives have something to do with it, too.