More than previous generations, dads these days are taking a much larger role in the day-to-day care of their children. From scheduling play dates to grocery shopping, dads are spending more time — and money. “Dads are great for business,” said Kasi Bruno, strategic planning director at Young & Rubicam Group (Y&R.) “They’re really more involved than they ever have been with the kids and all the purchasing power that comes with it.”
“Dads represent a massive untapped market for all sorts of household products and consumer packaged goods — from diapers to college dorm supplies — and they are largely overlooked by most brands,” said Sandy Thompson, global planning director at Y&R.
The nutrition of the food purchased for his family is important to dads. This was made crystal clear in a recent study released by Edelman Berland and Edelman’s food sector. The study found that:
Additionally, more than 50% of households surveyed said moms and dads share food purchasing and meal planning responsibilities — everything from making the list to budgeting. They both also said they enjoy food-related social activities together such as tending gardens, going on trips to farmers’ markets and watching cooking shows on TV.
“Men, specifically fathers 25 to 40, are spending more time as consumers around the household,” says Michael Rothman, co-founder of Millennial dad site Fatherly. “Moms are no longer the CEOs of the home.”
In fact, a 2015 study performed by the Chicago Tribune revealed that an incredible 80% of Millennial dads said they were the primary grocery shopper or that they shared the shopping tasks. The study also showed that almost 50% of Millennial dads plan play dates and other activities for their kids. (Less than 25% of older dads did this.)
One of the key findings of the Chicago Tribune study was that dads are willing to pay more for trusted brands (almost 50% claimed brand-name loyalties), and discounts don’t mean nearly as much as they do to moms.
A third of dads say they try to buy products on sale, versus 52% of moms. Almost 60% of dads avoid coupons completely, saying it makes them look “cheap,” reports the Tribune. Less than half would be likely to brag to friends about finding a good price. Moms, on the other hand, take great pride in getting a deal.
Millennial dads are playing a big role at home, and according to Baby Center research, many (88%) are striving to be “perfect dads.” They’re tuned in to food and beverage purchases and nutrition content of the items they purchase. Products and brands that acknowledge these contributions and speak to them as competent, engaged parents will definitely have dads’ attention.
“Millennial dads are more involved in the day-to-day of childcare than any generation before them.” Julie Michaelson, head of global sales at Baby Center.
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SOURCES: Mintel Reports, PewResearch.org, CNBC.com, SPMMarketing.com, ChicagoTribune.com, Edelman.com, ThinkwithGoogle.com