Those in the know say that men are doing more grocery shopping than ever before—between 2002 and 2004 the number climbed from 41 to 61 percent—but a Reuters article claims that men still find the experience “overwhelming.”

Many men have difficulty finding items, forego buying rather than risk purchasing a substitute for an item on the grocery list and hesitate to ask for help if they can’t find an item … ‘except maybe from the butcher, but they always say they never had problems finding anything when the cashier at the register asks.’

It’s all in a report aimed at analyzing the ways that men do their grocery shopping. With many marrying later, divorcing, or having increasingly egalitarian relationships, they are a new market to cater to, and grocery stores are looking at how they shop—with greater efficiency and less improvisation than women, if the article is to be believed. Apparently, the way to woo them is with gadgets, but don’t make things too complicated.

Men also tend to bristle at the overwhelming number of choices in grocery aisles, with the cereal aisle being one prime example … ‘One guy I thought was going to have a nervous breakdown in the cereal aisle,’ [grocery shopping consultant Mandy] Putnam said, adding that this man, in his early 30s, worked the night shift as a police officer in a dicey part of town and was otherwise used to stressful situations.

Yeah, because choosing between Corn Flakes and Froot Loops is just like being in the line of fire.

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