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
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
Coop Danmark – which runs Kvickly, SuperBrugsen, Fakta and Irma also thinks
that the male segment should be given more consideration, the newspaper
Louise Byg Kongsholm, Director of the Pej Gruppen – Scandinavian Trend
Institute tends to agree that Danish supermarkets will soon have their own
She says that men prefer a quickie and want to get the shopping done and get
"They can’t quite grasp having 14 different ketchups to choose from,”
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