Manly men want to buy manly products when they go to the grocery store, and that grocery store better be manly.
With more men doing the shopping, food makers such as Kraft and General Mills are tailoring products to them, The Wall Street Journal reports.
That can mean anything from yogurt packaging that uses black instead of light blue or other less manly colours, and trumpeting foods as "high protein" instead of "low calorie," and "ultimate" instead of something that doesn't make testosterone-charged boasts.
The design of food products apparently has a large impact on whether a man will put one in his grocery cart.
"A beer or soda in a long-necked, brown bottle makes a man feel like a man. Drinking out of a straw does not – puckered lips and sunken cheeks are not a good guy look," Lu Ann Williams, head of research at Innova Market Insights, a company that tracks the food industry, told the Journal.
No manfluencer is going to buy your straw-sippy drink, evidently. What's a "manfluencer," you ask? It's a term marketers use for men who do a significant amount – at least half – of the shopping and cooking.
But appealing to men with products designed to attract their manly interests as they push a cart down the grocery store aisle is nothing new.
As The Atlantic Wire points out, the design of a manly shopping experience has extended beyond individual products, with Procter & Gamble experimenting with "man aisles" in 2009.
And let's not forget about manly yogurt.
Dave McGinn