Male shoppers, unite: You have more power than most retailers realize, according to a report by market researcher Packaged Facts.
While many retailers focus on appealing to women, who typically buy the bulk of household products, men—especially younger, single men—are becoming increasingly important. Men between the ages of 18 and 34 are more likely to be the first to try new styles, electronic equipment, and health food. And as wages for older men without college degrees soften, the younger, single male shopper will most likely make up an even larger chunk of the market.
But that doesn't mean retailers should aim to be more "metrosexual," a term used to describe men's feminine and sophisticated sides. Instead, the report suggests that retailers might want to appeal to a more traditional, macho version of masculinity—more Tim McGraw than Justin Timberlake.
