Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Aisle of Man Gets Males in Buy Zone

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Aisle of Man Gets Males in Buy Zone

Article excerpt

Byline: Miranda Cashin

QLD'S Top Men's Grooming Products

Lynx Body Sprays

Gillette Saving Foam

Brut Body Sprays

Gillette Razors

Bic Razors

a Woolworths sales figures

AN AISLE of man could be coming to a supermarket near you.

Research conducted by US company Procter and Gamble in conjunction with supermarket chain H-E-B has found that men would more likely shop up a storm in the health and beauty section if they had their own aisles. The study discovered that some male shoppers have a fear of feminine products and avoid those aisles in the supermarket.

H-E-B recently implemented the idea in several of its stores, creating a designated amen's zonea.

The area is lit by blue light and contains multiple touch screen TVs that show how a product is used and offer suggestions.

Since the Men's Zone debut in December, overall sales have increased by 11% and body-wash sales grew by 37%.

Queensland University of Technology lecturer in advertising and marketing Gary Mortimer said men and women were more likely to buy personal products such as razors, shampoos, moisturisers and wax strips if they were separated according to gender.

aPast research has shown that there is a group of male shoppers who have a a[approximately]fear of the feminine' or fear shopping among women's health products such as tampons, waxing strips, pink razors and body scrubs,a he said.

aMore recent research found that men made more purchases and had a positive association with health products that were not placed in high-traffic areas or next to feminine-inspired products.

aThis is based on the idea that men are apprehensive of women's products and are therefore less likely to spend time perusing their own personal needs.a

Dr Mortimer, who has researched the changing trend of the male shopper, said men shopping in supermarkets could be divided into three profiles.

aThere's the a[approximately]Grab and Go Shopper', where they just get in, grab what they need and get out,a he said.

aThen there's the a[approximately]Whine and Wait Shopper', where they are dragged along by their wife and just wait. …

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