This is an interesting piece of research that marketers will certainly be paying attention to, as the dynamic of the primary shopper appears to be leaning toward dads vs. moms.  There are also some noteworthy consumption patterns noted here – most notably the attention to POP displays, coupon usage, and media in general.

http://www.mediapost.com/publications/article/176623/in-supermarkets-dads-now-top-shoppers.html?edition=47948