Since men are doing more grocery shopping nowadays and food makers are looking to make more money, we're becoming privy to supermarket products that make men feel like men. That means, for example, that food makers are re-branding products for bowel movements as "high-protein," "ultimate" experiences. And that's just the beginning.
"The changes are often cosmetic: larger portions or darker color schemes instead of recipes on the backs of packages" The Wall Street Journal explains. The paper goes on to explain that male shoppers ages 18-64 apparently can't even be called male grocery shoppers. They're Manfluencers. "Manfluencers are responsible for at least half of the grocery shopping and meal preparation for their households," The Journal explains.
These man-marketing schemes are the latest permutation of groceries trying to cater to men. Back in 2009, Procter and Gamble was reportedly testing out "man aisles" where men could buy manly things. In 2011, Procter and Gamble actually launched a site called Man of the House where men could go for manly house tips.
That more or less brings us today's manly grocery. The Journal reports:
The yogurt shelf "is light blue, light pink, white, and everyone's talking to women and their digestive health," says Carlos Ramirez, chief executive of the Miami-based company. "The amount of protein is what guys are looking for."
Men, are also apparently looking for things that are black or red, as well as packaging or ads which highlight words like "abs," "real men" and "ultimate." If marketers ever find a way to make food packaging grunt, they will surely try that as well.
Ultimately, these changes are business moves. But they are also also a blurry reflection of the modern definition of masculinity. The assumption here is that markets are still a female domain, and that some men want to find reassurances that they're still men even though they're shopping for toilet paper and milk.