Study: Millennial dads doing most of the grocery shopping
The study revealed that Millennial dads are spending the overall most time in the grocery aisles.
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.