They’ve done it in the United States, they do it in Britain and now Denmark appears to be following suit, according to Kristeligt Dagblad – making many men’s arduous trip to the supermarket easier for the lads.

In the United States Procter and Gamble are experimenting with special aisles to satisfy the shopping habits of men – the un-impulsive quick in and out, rather than the laborious and lengthy impulsive buying often associated with women.

At Westside Market in New York, the chain has gone as far as introducing a man aisle to stock the main items of interest for the male of the species – beer, barbecue sauce, razors, condoms, chilli sauce and the suchlike.

British outlets have done the same – tailoring areas to specific customer segments to make it easier for them not to forget what they actually came to the store to purchase.

And now Danish supermarkets appear to be preparing to follow suit.

“We are increasingly trying to cater for the fact that some customers just don’t want to saunter around the shop,” says Maja Sejersen of Dansk Supermarked, which runs the Føtex, Bilka and Netto chains.

“They have a list and want a quick in an out and don’t want to search through the entire shop to get to the milk,” she says, adding that Føtex is currently developing a project to make it easier to get around,” Sejersen says.

Coop Danmark – which runs Kvickly, SuperBrugsen, Fakta and Irma also thinks that the male segment should be given more consideration, the newspaper writes.

Louise Byg Kongsholm, Director of the Pej Gruppen – Scandinavian Trend Institute tends to agree that Danish supermarkets will soon have their own man aisles.

She says that men prefer a quickie and want to get the shopping done and get out.

"They can’t quite grasp having 14 different ketchups to choose from,” Kongsholm says.

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