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: personal care products such as hair care and toiletries are being sought out by men as well. The India Shopping Trends 2000—Food & Grocery report says that men spend double the time shopping for toiletries and are inquisitive about the latest products and research various brands before making their purchase.

Modern format outlets offer new-age men a non-intimidating environment to evaluate shopping options where traditional stereotypes or gender profiles do not apply. As a result both their shopping needs and rituals are becoming more complex. It is thus time manufacturers and retailers took notice of these needs and serviced them through better offerings as well as well-thought-out shop presence and display that facilitate ease of shopping for these new age men.

Something for everyone

‘Splintering’ during the shopping process is another phenomenon that the report talks about. It refers to the concept where families enter as one unit, but comfortably go their separate ways to find subjects of interest. There are ‘tune-out’ points in the store where certain categories are of interest to one and not to the other. So the co-shopper moves ahead.

The report also says that this split results in greater involvement in shopping, since guilt associated with an uninterested shopper who tags along is negated. The supermarket has been added to the family’s list of social events in which there is something for everyone to do on this trip. And, children are increasingly becoming part of the shopping group.

This has many implications for retailers. To start with, the zoning and lay outing in the store needs to facilitate the ‘tune out’ and subsequent ‘meeting’ points. Also, retailers must take note of the fact that kids get bored and wander off, which cuts short parents’ shopping trip. Thus, modern formats which have shopping carts that are pro-kids and play-areas aid a trouble-free shopping experience.

The new community centre

The ‘something for everyone’ does not stop with just catering to the family shoppers group.

The supermarket has become more than just a place to buy; it is increasingly becoming the place to hang out or unwind.

Supermarkets are slowly replacing bakeries, becoming hangout zones for youngsters, where the cold drink is colder and the snacks are less cumbersome to manage.