Supermarkets in America are looking to change the layouts of their stores in order to make it easier for male shoppers to find their way around.
According to a report by the Daily Mail, businesses have recognised that more men are now doing the weekly shop and research has found that they move around shops differently to women. A survey carried out by ESPN earlier this year claimed that the percentage of households where men were the main grocery shoppers had increased from 14 per cent in 1985 to 31 per cent this year.
In response, consumer goods firm Proctor and Gamble has come up with the idea of a "man aisle".
According to the newspaper, the idea of displaying a wide range of men's items in one place has proved extremely successful in trials conducted by a number of major stores including Wal-Mart and Target. These businesses now plan to introduce permanent aisles for male customers next year.
Proctor and Gamble spokesman Damon Jones said: "Our intent in creating guy aisles was to give them an experience that was comfortable for them and made it easier to navigate the store."
