Although buying groceries isn’t everyone’s idea of a great day out, investigations by Roy Morgan Research show that almost half of all main grocery buyers enjoy strolling up and down the aisles of a grocery store.

Presenting at the National Retail Forum this August, Roy Morgan Research has been investigating consumer attitudes towards household grocery shopping over the past 20 years, however, in the last eight years has encountered fluctuating results between genders.

“Throughout the years we have found that men typically enjoy grocery shopping more than women, although the difference between the sexes is typically only a few percentage points,” says Simon Pownall, director of analytics and integrated marketing, Roy Morgan Research.

“We experienced a peak in 2002 with 50 per cent of males and 47 per cent of females admitting they enjoyed grocery shopping. Our latest statistics show that an equal amount of men and women enjoy their daily, weekly, fortnightly, or monthly trip to the grocery store – in fact it’s almost half with 47 per cent.”

Michelle Levine, CEO, Roy Morgan Research, will be presenting ‘What the consumer is telling us’ at the National Retail Forum, along with many other industry experts including Bernie Brookes, CEO, Myer; Peter Alexander, founder, Peter Alexander Pyjamas; and Pierce Cody, director, Macro Wholefoods.