If you visit Kellogg’s Pop-Tarts’ Web site, you’re given a choice to fit into one of two audience categories - either “Kids” or “Moms.” There is no choice for “Dads.”
What in the world is Kellogg’s thinking with this? Why would they alienate fathers like this, not to mention family units without a mother?
Now we know that Moms do the lion’s share of the grocery shopping in most households, but according to an article published earlier this month in AdWeek, times are changing.
The article, written by the Vice President of Multimedia Sales Research at ESPN shows that more men are now shopping for their families, especially in the supermarket, where Pop-Tarts are sold:
Overall, men are substantially increasing their average dollar basket size across all channels – especially in grocery where they have increased spending by 56 percent over a five-year span. Additionally, while their share of spending is growing across all retail outlets, women’s share of spending has declined. In the grocery channel, men’s share of dollars increased from 30-38 percent — a 27 percent increase versus women’s decline of 11 percent.
With trends like this starting to take hold, we can only wonder why Pop-Tarts is leaving out a critical and growing audience from their Web site.
Do you think Pop-Tarts and Kellogs should include Dads? Let them know!
4 comments ↓
Thanks for this post. I’m so tired of these things! I’ve written Kellog’s (copied below). Thanks again.
It was recently pointed out to me that your website only has links for kids and moms - not dads. As the leader of a non-profit organization who is working to overturn this antiquated stereotypes about dads (www.dadsinc.org), I am asking you to consider adding a tab for “Dads”, too, or changing you “Mom” tab to read “Moms and Dads”. This action would support us and our efforts in creating a better image of fathers and providing us with more resources. Over a five-year span, grocery shopping among men has increased 56%, and in my household, I am the primary grocery shopper. Times have changed. Dads are much more active in the every day decisions and workings of the home and the family.
THis is what I just sent to Kellogg’s:
I am concerned that your PopTarts Web site at poptarts.com omits fathers from the main page. There is an option for kids, and one for mothers, but nothing for dads. I’m a father of two kids, and I do ALL of the grocery shopping for our household. Now that I see that Kellogg’s and PopTarts don’t value me as a customer, PopTarts are going off our weekly shopping list.
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