--- title: More German Fathers Solely Handling Family Grocery Shopping description: The traditional role model that women are responsible for the household is not always true nowadays. More and more men are taking on the responsibility for canonical: https://www.datapulse.de/en/increasing-number-german-fathers-responsible-grocery/ author: Maria Fernandez published: 2024-06-20T14:28:18+00:00 modified: 2026-09-05T16:19:46+00:00 section: Business language: en-US publisher: DataPulse Research image: https://www.datapulse.de/wp-content/uploads/2024/06/kelly-sikkema-hS_eGxLjozs-unsplash-1024x683.jpg --- # More German Fathers Solely Handling Family Grocery Shopping More and more German fathers are solely responsible for grocery shopping for their families nowadays. The traditional role model that women are responsible for the household is not always true nowadays. More and more men are taking on the responsibility for grocery shopping. According to a survey, the proportion of fathers responsible for grocery shopping increased from 34 percent in 2020 to 44 percent at the end of 2023. Among mothers, the proportion remained almost unchanged (2020: 55 percent, 2023: 54 percent). These results come from the current [Grocery Report](https://business.yougov.com/de/content/49187-grocery-report-moms-vs-dads) by the international Data & Analytics Group YouGov. **Fathers shop more purposefully and for quality, mothers more impulsively** At the end of 2023, 61 percent of fathers stated that they only buy what they really need (compared to 43 percent of mothers). 75 percent of fathers prefer high-quality products (compared to 61 percent of mothers). 47 percent of fathers only buy well-known brand products (compared to 27 percent of mothers). Mothers’ shopping behavior is more impulsive. 64 percent of mothers say they buy things they originally did not intend to buy (compared to 59 percent of fathers). Additionally, mothers treat themselves to things they do not really need more often (69 percent compared to 63 percent of fathers). **Sources of groceries: Fathers more open to online shopping** Four out of five mothers (80 percent) do most of their grocery shopping offline (compared to 62 percent of fathers). Fathers shop online more often (18 percent compared to 8 percent of mothers). Mothers do their shopping mainly during the week (72 percent compared to 57 percent of fathers). On weekends, however, it is more often the fathers who do most of the shopping (33 percent compared to 21 percent of mothers). These insights come from the current [“Grocery Report: Moms vs. Dads”](https://business.yougov.com/de/content/49187-grocery-report-moms-vs-dads) by YouGov (in English). The report analyzes the different attitudes, habits, and preferences of German parents regarding grocery shopping. It also looks into the use of loyalty programs and discounts, the eating and drinking habits of German mothers and fathers, and their social media usage. *This story originally appeared on [YouGov.](https://www.yougov.de/)* --- Source: https://www.datapulse.de/en/increasing-number-german-fathers-responsible-grocery/