Public Servant Lifestyle

Men are more efficient than women, when it comes to doing the weekly supermarket shop.

They are less impulsive, and tend to adopt a 'military' style approach to combing the aisles, according to a survey of 1,000 shoppers, by the Kwik Save supermarket.

Some dedicated male bargain hunters even wait until late in the day, when they know prices on items like bread and cakes will be marked down.

The company identified four key 'shopper characters':

1: The Hit Squad

These plan and execute their shop with military precision, yomping methodically, from aisle to aisle, never needing to go back, or move randomly about the store.

Target: To get in and out of the store as quickly as possible (48% of men said they fell into this category, compared to 14% of women.

2: Ultimate Bargain Hunters

These time their trips to coincide with 'mark-down' time. Will also take advantage of all possible voucher offers, and be aware of the best 'multi-buys' (men = 30% / women = 32.5%).

3: Impulse Buyers

These are most likely to buy on a whim. But also liable to saunter round the store, picking things up, and then returning them to the shelves. (men = 14% / women = 31.5%).

4: Social Shoppers

These take their time, as they work their way around - often bumping into friends who they knew would be likely to be there at the same time as them. May arrange to meet up with them in a cafe afterwards (men = 8% / women = 22%).

The poll also revealed that one in three women had been chatted up by a man, while shopping in their local supermarket. One in three men, and one in seven women, also admitted flirting with shoppers of the opposite sex. Apparently, the beer and wine aisle emerged as the most likely spot for flirtatious exchanges to occur, followed by the checkout queue, and the fresh fruit and vegetable zone.

A spokesman for Kwik Save, who have over 700 high street supermarkets throughout the UK, said: "Women do the lion's share of shopping for food, but when men take on the task, they tend to make a meal of it.

"I guess it is male pride, but our research has shown that men see shopping as a competition, a real chance to get the most for their household budget, and a chance to bag some real bargains.

"It's just a shame that they are not willing to do it every week."

More information available in Supermarkets, To Your Door