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Free Research

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The following research into the teenage diet was sponsored by Müller and conducted by IGD. 

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There are more men than ever before responsible for their household’s food and grocery shopping. These men may be shopping for a family, taking on greater domestic tasks as the female partner’s involvement in the labour market grows.


A growing proportion of them however, will be shopping just for themselves as the number of men living alone is grows. Worth approximately ₤815 millions a year (ONS, 2002), ‘single men’ are a market sector that the food industry must take notice of. They represent 13% of households and this proportion is growing.


The report answers some the questions surrounding this market, and provides a picture of how it fits alongside other distinctive groups that contribute to the ever-changing needs of the UK food and grocery consumer.



Key Highlights

  • The greatest change in single men’s food choice comes if they marry and become a father. It brings out the provider spirit in a man, always on the look out for new meal ideas, but it also makes them more concerned about how their food is produced and the affect it has on their health. But this is not a permanent state, if they revert back to ‘singlehood’ then so do their attitudes.
     
  • Single men tend to plan their food shopping while single women buy through habit.
     
  • Single men were 50% more likely to use convenience stores and local stores than single women.
     
  • Only 4% of single men were interested in the non-food offer in the supermarket.
     
  • Single men were often dependent on new food ideas to continually add variety to their diet.
     
  • Buy-one-get-one-free (BOGOF) were the favourite price promotions for single men, single women and family men- for stocking up reasons.
     
  • Single men favoured exercise (33%) to improve their health over making changes to their diet.
     
  • 35% of single men regularly cooked from scratch, often cooking particular dishes they considered their ‘speciality’. But 5 in 10 family men now cook using fresh ingredients.
     
  • Double the number of single men than women or family men use prepared foods or takeaways for weekday meals.
     
  • Single men rely on friends for new food ideas, single women on Mum and cookery books and family men are voracious for all food ideas from anywhere.
     
  • Single men prefer traditional British food then Indian; single women British food then Chinese or Italian and family men British then Chinese then Indian. 

     

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Related items:
The Teenage Diet - Now and in the Future,  Winning the Mature Vote

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