“Bro-cery shopping” is on the rise.

“Bro-cery shopping” is on the rise. A survey by mobile shopping app Ibotta has revealed that young dads are increasingly heading down the grocery aisle, indicating a generational shift. Since 2013, there has been a 62% increase in grocery shopping by Millennial dads, who are spending more time than older dads in grocery stores. Younger fathers in particular (ages 18-24) are buying 25% more than the dads that came before them. Data continues to suggest that young dads are taking on an “increasingly bigger role at home.” (PR Newswire)