Report: If I can't find it, then I don't really need it

Finally, someone else has come out and said what I've been saying for years: I'm not being properly accommodated at the grocery store.

Ever since I made the voyage out of my father's home into the great expanse of the real world, I was faced with the daunting task of feeding myself.

Like most Americans, I sought the comforts of fast food for my daily nutrition.

But as my expanding waistline will tell you, fast food isn't the best food out there for a healthy lifestyle.

And really, how many places sell cereal and milk?

So I ventured into the grocery store alone for the first time. And like a kid in a candy store, I was overwhelmed with options.

A recent report titled "Men in Grocery Stores" from the consulting firm TNS Retail Forward at least helped me realize that I'm not the only one who has these feelings.

According to the report, American men are increasing their grocery shopping, but retailers are still not doing much to make their experience more enjoyable.

Why is that?

Well, according to the report, men shop inefficiently.

We also have difficulty finding items and would rather skip a purchase instead of asking help about a substitute product.

Granted, I rarely ever have a grocery list, but if I can't find what I had in mind, I don't buy it.

You can call it brand loyalty. You can call it fear of the unknown.

But I call it my shopping style.

The report also finds that men generally are more concerned with convenience over price. We also have tunnel vision and only look for what we want.

Not that I don't mind that Pepsi teamed up with Spider-Man 3 for a new flavor, but I prefer my soda plain.

If grocery stores plan to adjust after this report remains to be seen.

But at least one store, Ahold NV's Stop & Shop stores in the Northeast, uses Shopping Buddy, a wireless computer on shopping charts that alerts shoppers to certain items they might want using information from shopper loyalty cards.