A survey by Yahoo and market researcher DB5 found that 51% of men are the primary grocery shopper at their house, and other studies indicate that men are less likely than women to explore the aisles or consider family needs over their own. "They are less influenced by brands, less motivated by discounts and promotions and consequently less likely to make impulse purchases as they are more mission focused," said Marcus Evans, managing director of Integer Canada, which found that 60% of men want to shop as quickly as possible.

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