The Pitch: Little men in the kitchen are whipping up opportunities

By GLENDA WYNYARD


We see them on television - Jamie, Gordon, Rick and many more - but it is becoming a common sight in many homes as well: men in the kitchen.

While they may not be barefoot and resplendent in pinnies, Nielsen Media says 26 per cent of men are the primary household shoppers in their homes, up from 16.5 per cent in 1997.

While most women will likely retain their role as the primary decision-maker in the kitchen, men are becoming more involved in meal preparation and shopping for groceries.

Perhaps this indicates a shift from occasionally cooking on that male bastion, the barbie, to future gender equality in the kitchen.

So what is driving the trend?

The answer is quite sensible. Shifting demographics seem to be playing a key role in driving men into the kitchen.

Since 1991 there has been a dramatic increase in the number of single fathers and stay-at-home dads who have primary or joint care-giving responsibility for their children and, therefore, need to provide meals for their charges.

And with more women working outside the home, domestic responsibilities no longer fall solely on their shoulders. Finally, the rise in the median age of first marriage for men demonstrates the need for men to acquire the necessary culinary skills before marriage.

Data from Intuition shows 59 per cent of men say they "enjoy cooking and cook whenever they can" versus saying "cooking is a chore". These "male food providers" have a slightly different orientation toward cooking than females While men enjoy using convenience foods, they are not necessarily looking for the quickest meal solution.

They are more likely to do their homework when looking for new products - or that new kitchen tool. Cooking isn't a chore for them, it is a new experience.

As marketers, are we taking this trend into account? The answer could be yes, but really it is a token gesture. Men don't necessarily tune out of all the food and appliance commercials. Including pictures of men helping (or taking the lead) in the kitchen - not just nibbling at what women have cooked - needs to be more apparent. And, outside of Pam's Jamie Oliver campaign, there is only one other that I can clearly recall, and that was for a "convenience food".

Another area marketers miss is the need to focus on the entire cooking experience, rather than how to get the meal done quickly. The "time factor", according to Intuition, is not such a big issue for men.

Marketers need to think about ways they can assist men in the presentation (bring back table settings and garnishes). The guys were never taught by mum about the finer touches, so they have to learn from somewhere else.

As men perform due diligence on the tools and products they need for their new "workshop", be sure you are offering information in the appropriate arenas. Can you provide more "non-verbal" help (detailed shelf talkers, touch screens) at point of purchase so the information is at their fingertips?

And what about those tools of the trade?

Men want to know how much "grunt" makes that fridge colder than that of their mates, and their innate sense of wonder at this new tool-driven domain is something at which to marvel. Women tend to just want the fridge to look good and accommodate the family's weekly groceries.

New Zealand men in the kitchen, when you think about it, opens a raft of new product and marketing opportunities.

Now, if we could only get them to separate the whites ... * Glenda Wynyard is managing director of McCann WorldGroup, which specialises in media and consumer trends. Her partner has been a stay-at-home dad for the past 10 years. Intuition is a proprietary Consumer Insights web-based tool owned and used by Universal McCann, the media arm of McCann WorldGroup.


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