Men are having difficulty navigating grocery stores, according to new market research. Understandably. There are so many aisles. And lots of things to buy. Especial areas of confusion, according to the report, "Men in Grocery Stores: In Aisle and in Need" — men won't ask for directions. And they just say "yes" if they're asked if they've found what they're looking for, rather than fess up that they have no earthly clue where the marmalade or marshmallows are located.

"Many men shop inefficiently, which leads to missed sales," writes TNS Retail Forward, the consulting company that prepared the report. (If you want the entire thing you're going to have to shell out $2,500.)

"Many have difficulty finding items, especially when their partners compile the grocery list.


"Men forgo buying rather than risk purchasing a substitute for an item their partners have listed.

"They circle back through aisles multiple times in their searches, hesitate to ask for help and don't admit to not finding items when the cashier asks them whether they found everything they were looking for.

"They need assistance."

Here's more from Reuters on the topic:

Don't feel left out: Men are just one part of TNS Retail Forward's "Shopper Perspectives" programs. Future reports: "Why Don't More Women Cross the Aisle?" "Teens: Stores vs. Online." And "How Do Affluents Shop for Luxury Brands?"

— Rosie Mestel