Big Data Download

Men taking a more active role in the kitchen

Althea Chang, Producer
Man's work: Grocery shopping

Men are making more decisions in the kitchen and food companies and supermarkets may need to rethink their advertising strategies as a result, according to a recent study.

During the recession, men lost more jobs than women did,and as a result, men assumed more responsibilities at home including grocery shopping and cooking, said Michael Uetz, principal at Midan Marketing.

About 47 percent of all men are responsible for at least half of the grocery shopping and meal preparation for their households,according to Midan's data.

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"We need to make sure we don't forget about the fact that he's shopping in addition to his female counterpart. We don't want to discount him, and we want to think about the ads and the way we visually portray them relative to colors and imagery to make sure that we don't turn them off," Uetz said.

And to foster loyalty, companies might consider offering more food prep suggestions and tips on their packaging so that cooking can be quick and convenient, Uetz told "Big Data Download," adding that since many men are new to cooking, they tend to be more open to suggestions than women may be.

And convenience is a key factor in shopping decisions.Both men and women are equally likely to buy premade or fully cooked meals. But in the meat department, men are more likely to opt for preseasoned fresh meats than women, according to Midan's data.

About 31 percent of the 400 men Midan polled said they'd be very interested in buying preseasoned burgers for instance, while 23 percent of the 400 women Midan polled said they'd be interested in them, Midan reported.

—By CNBC's Althea Chang.