Bro-cery Shopping: Ibotta Study Finds 62% Increase in Millennial Dads Buying Groceries

Younger dads (18-24) shopping for groceries 25% more than any other generation; dads buying more beer and protein than moms

DENVER, June 13, 2016 /PRNewswire/ -- Ibotta, the leading mobile shopping app that pays consumers cash back on their everyday purchases, today released the findings of a consumer shopping study that found a significant increase in grocery shopping amongst fathers. The study, which analyzed the shopping behavior of more than 90,000 dads since 2013, revealed that millennial dads are spending the overall most time in the grocery aisles, increasing the number of grocery purchases by 62 percent since 2013, while the younger fathers in this age group (ages 18-24) are purchasing 25 percent more groceries than dads in older generations.

The study also shows that men are making more trips to the grocery store each month – up nearly five percent since 2013 – and that their overall shopping in general was up more than 10 percent in the last three years. And while the number of grocery trips has slightly increased since 2013 amongst moms, the share of groceries purchased by millennium moms has decreased by 2.4 percent during the same time span.

"The data suggests that millennial dads are playing an increasingly bigger role at home, taking on more domestic responsibilities such as household shopping," said Bijal Shah, VP of Analytics and Data Products for Ibotta. "This marks a generational shift from older fathers who embraced traditional gender roles, and is bolstered by mobile-enabled commerce and younger dads' savviness with smartphones and shopping apps."

The study found that alcohol purchase behavior also shifts amongst fathers as more kids enter the picture, with the general trend being that alcohol-related purchases decrease with each child. However, it isn't dads with one kid who are buying up the most alcohol. In fact, dads with two kids buy more alcohol than any other segment, over indexing on brands like Samuel Adams, Miller Lite, Bushmills and Belle Ambiance wine nearly 1.5 times more than non-dads. And while dads were 2.5 times more likely to buy Doritos Cool Ranch tortilla chips and Cinnamon Toast Crunch than men with no kids, there is also an increased likelihood of them purchasing items to improve their well-being. Dads are four times more likely to buy Nicoderm CQ than non-dads and 2.7 times more likely to purchase Fortune magazine for light reading. But when it comes to improving appearances, men without children are eight percent more likely to purchase hair regrowth products compared to dads.

And to no surprise, the number of child-related purchases dominated the differences between men with and without children. Dads were more than four times more likely to buy baby and kid snacks, cereals, and beverages than non-dads, and to capture all the memories of being a father, dads were five times more likely to purchase cameras and film.

Shopping behavior differed between fathers and mothers as well. According to the study, compared to their female counterparts, dads in general are 11 times more likely to purchase Busch Light beer and 10 times more likely to buy golden rum for themselves. Men are also making more protein-related purchases than women, with men being more than six times likely to buy Johnsonville Sausage Original Brats and more than four times likely to buy Zone Perfect Nutrition Bars and PowerBars. When it comes to finding the perfect Father's Day gift, however, dads don't fret. Women are more than five times more likely to purchase food gifts and three times more likely to buy spiced liqueur.

About Ibotta
Headquartered in Denver, CO, Ibotta is transforming the consumer shopping experience by making it easy for shoppers to earn cash back on their mobile phones. The company partners with leading brands and retailers to offer cash back on groceries, electronics, clothing, gifts, home and office supplies, and to date has paid out more than $90 million in earnings to shoppers. Launched in 2012, Ibotta has more than 17 million downloads and is one of the most frequently used apps in the U.S. For more information, please visit

Ibotta (PRNewsFoto/Ibotta)

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