Ibotta, a Denver, Colo.-based mobile shopping app, released findings of a consumer shopping study that found a significant increase in grocery shopping among fathers.
The study, which analyzed the shopping behavior of more than 90,000 dads since 2013, revealed that Millennial dads are spending the overall most time in the grocery aisles, increasing the number of grocery purchases by 62% since 2013, while the younger fathers in this age group (ages 18-24) are purchasing 25% more groceries than dads in older generations.
The study also shows that men are making more trips to the grocery store each month – up nearly 5% since 2013 – and that their overall shopping in general was up more than 10% in the last three years. And, while the number of grocery trips has slightly increased since 2013 among moms, the share of groceries purchased by Millennium moms decreased by 2.4% during the same timespan.
"The data suggests that Millennial dads are playing an increasingly bigger role at home, taking on more domestic responsibilities such as household shopping," says Bijal Shah, vice president of analytics and data products. "This marks a generational shift from older fathers who embraced traditional gender roles, and is bolstered by mobile-enabled commerce and younger dads' savviness with smartphones and shopping apps."